Year-End Report 2024
G5 Entertainment’s performance throughout 2024 reflects a strategic pivot toward profitability and direct-to-consumer distribution despite a contraction in overall net turnover. While annual revenue declined to SEK 1,134 million from the previous year’s SEK 1,320 million, the fourth quarter signaled a potential stabilization with the first sequential quarterly growth in USD terms since 2021. This financial resilience is underpinned by a significant expansion in gross margins, which reached 69.1%, and a 214% surge in quarterly EBIT. These gains are primarily attributed to the increasing prominence of the G5 Store, which now facilitates 19% of net revenue by bypassing traditional third-party platform fees.
The company’s operational focus has shifted toward a more concentrated, high-value player base. Although monthly and daily active user counts saw double-digit declines, the average revenue per paying user rose to USD 65.7, suggesting that the portfolio—led by titles such as Sherlock and Hidden City—is successfully retaining loyal, monetizing audiences. Geographically, North America continues to be the primary revenue driver at 61% of the total market share, followed by Europe at 27%. This regional stability, combined with disciplined user acquisition spending and a 24-month amortization cycle for research and development, has bolstered the group’s cash position to SEK 275.5 million.
The year concluded with a strong emphasis on shareholder returns, evidenced by a proposed dividend of SEK 8.0 per share, representing over half of the annual net profit. By leveraging non-IFRS metrics to track unique user engagement and gross revenue per payer, the group maintains a granular view of its free-to-play ecosystem. Ultimately, the transition toward internal payment platforms and the optimization of marketing expenses have allowed for improved earnings quality and a robust balance sheet, even as the broader mobile gaming market faces top-line pressure.
G5 Entertainment ABJun 2025 
