Welcome to MAG's Q2 Report. Here to present to you today is myself, Daniel Hasselberg. I'm the CEO of MAG.
Magnus, the CFO.
We're gonna go through the highlights of this period, which is December to February. What we really are happy to see this quarter is the improved profitability. We see how our profit margins go up and produce a really solid result at the same time as we have new games approaching the market. Our kind of ARPDAU journey we've been on for several years continues, very happy to see that.
We start by diving into some numbers. We usually look back a couple quarters, nine to be precise, on revenue and ARPDAU, and look at the performance and development of those. We see here we have 6% year-over-year growth of revenues and 23% year-over-year growth of ARPDAU. We can see that 6% revenue growth is mainly down to currency changes in U.S. dollar primarily, while the ARPDAU is already measured in dollars, so that's free of currency effects, and it's more a true fundamental effect of 23%.
It's probably gonna be a good thing for a company to have a lot of revenues in U.S. dollars and costs in Swedish krona going forward as well. It's a good thing. Of course what we always wanna lift up and really happy about is this kind of long-term trend that we set out three years ago with a focus as a company to really work on the average revenue per user and see how all the teams have executed on that continuously. Great to see that, again, 23% year-over-year uplift.
Yeah. We move on to our audience KPIs, the daily actives and monthly actives, as well as our user acquisition. We see declining daily and monthly actives year-over-year, coming in at similar levels as Q1, with the daily actives slightly higher than Q1 actually. We see this as an effect of the lower spend on marketing that we've been doing for a couple of quarters now. The user acquisition comes in at SEK 14 million, which is just similar level as Q1.
Q4, I think it's been.
Q4.
A few quarters now. Yeah.
Exactly. If we zoom in a little bit on the daily actives and look at the last five quarters, and we see that the decline is behind us mostly, and we have had fairly stable daily actives in the last three quarters of operations.
I think what we're sharing with you this quarter as well is the part of the player base that played the games for more than one year. That's just to emphasize the really strong stability in terms of the user base. That's why when we go up and down in user acquisition, we can see quite fast fluctuations sometimes in DAU volumes, but we have a very loyal user base underneath those fluctuations. We talk about these games as being casual games played by casual gamers, but I think this behavior we see, people who play every day for years and years is not super casual in that sense. Very happy to have those loyal players. That's also what our game teams are doing every day and every week, like launching updates to these loyal players.
Exactly. We move on to some of the financial KPIs, starting out with net sales, which we already commented on being 6% up, landing at SEK 77 million, which is an all-time high second quarter of the year from the company inception. Partly driven by ARPDAU, which again 23% up year-over-year. We see that as a portfolio broad effects. Most games have improved over the year. Most notably in terms of absolute numbers, we have QuizDuel and Wordzee contributing to this effect. Net sales is again an all-time high for MAG since inception. Finally, contribution on the right-hand side here. We define that as the net sales minus platform fees to Apple and Google and minus marketing user acquisition costs.
At SEK 54 million up from SEK 42 million, that's again the highest we have seen at MAG since inception on the back of contribution, we have profitability and at 10% it's roughly halfway to our long-term goals of 20%. We show positive cash flows as well.
Yeah, I think it's great to see that and like continuously adding cash to the balance sheets. It makes us even stronger when it comes to potential M&A and so on. This is kind of long-term building even more potential for us as a company. Speaking long-term again, here we see the revenue and EBITDA margin development over the last nine quarters, and this can be stretched even further out. I think it's now three years. We've just continuously grown in terms of revenues and profitability. Just this picture when you see the revenues go up and the margins also improve. I think that shows the kind of underlying profitability here. For us, it's pretty clear we can see the path to those 20% EBIT margin that we're after.
Let's look a bit at our game portfolio.
Yep. As usual, we have our evergreens on the top right corner of this picture, and that's the games where we have long stable revenue streams, relatively high level, as well, and usually little or no UA support on these games. Some of them will be in Live Operations and be taken care of by that team as well. We see great performance in these games, and it's part of the stability and the performance of the company overall. In the last year we've seen a couple of movements as well with Word Domination and Ruzzle being added, a couple of quarters ago, from the growth part into Evergreens. That of course gives them a new life and it can continue to exist, but also releases teams to work on new games.
Yeah. I think we mentioned that in today's report as well, the excellent job of our Live Operations team. This is really kind of doubling down on events in the games and so on. Great hope for those games for many years to come. What's a real strength here is I think also that we've been able to really double down on new games without having to increase the number of people who work at MAG. Kinda looking at personnel cost year-over-year is very stable, but we have way more people working on new games, and that we see that result here in the new games part of this picture. We had six games out in market testing just during Q2.
It's great to see a very high activity here in terms of game development. As well, this morning we announced that one of those games, called Tile Mansion, is now in soft launch. Just to explain the meaning of soft launch is basically we've seen strong product KPIs. The game is not localized to all languages. You haven't built out all the content, and we haven't proven that we can scale in terms of marketing to be a kind of globally launched game. Still uncertainties, but we see promising KPIs and that's why we say, let's reveal this as a soft launch. Super exciting time for us and fun to be able to talk about the soft launch again.
Yeah.
Then of course finally the growth games, these are the biggest teams we have, and this is where we invest most in user acquisition and kind of our flagship titles here, QuizDuel and Wordzee, where we expect to see most of the revenue growth in the coming months and quarters. Speaking of QuizDuel, again, since this is our biggest team and it's the biggest user base of all the games, it's really exciting to see us delivering new exciting stuff continuously to the player base. This is a game that maybe for the first five, six years of existence was pretty much the same game experience, and now the players can notice that it's coming new stuff all the time. What we see in this picture is the Sugar Rush event that ran in February.
It was really well received, and again, even better than the event we ran over Christmas. We're measuring and learning and making the games even better, more fun to play, and more efficient in terms of unlocking monetization potential. The other two pictures here are from a very recent event, this is actually from Q3, called Question Streak. Again, even higher performance than we've seen before. Reaching kind of all-time highs in in-app revenues. Great to see this movement, and I think the players are really enjoying to see all this kind of development in the game. Summarizing a bit where we believe we can see the future growth of MAG. We summarize that into three different kind of growth engines. One is to continually expand on in our kinda games portfolio.
That's both what you see in this kind of a lot of market testing going on, soft launches and so on, but also the potential for acquisitions. We continuously look at game studios or game IP that we can acquire, and both of those things are gonna help us build a stronger game portfolio over time.
Yeah. At the center of this picture, we have marketing and user acquisition, which is always at the core of any growth strategy, and we'll see that for new games and for acquired games and also for live games, of course. It's something we work on a daily basis to improve as much as we can.
Yeah. Finally, improving the kind of lifetime value of the existing games is of course the kind of bread and butter, and what we talk about a lot in today's report as well, how the live games just continue to improve over time in a really strong way. Kinda it's a double positive effect there, both the kind of immediate effect on revenues and profitability, but also it gives more firepower to the user acquisition team, because if you have a higher LTV, you can bid higher in the auctions in the market and get your ads shown to more players. Good in both of those aspects, that's why we of course focus so much on that. Wrapping this up, our kind of key focus areas as a company right now is to continue with the live game improvements.
It's great to see what we've done so far, but we have a lot more we think we can do. That kind of potential for ARPDAU improvement on a loyal player base is a key for us going forward. Then of course, new games. With so many new games in market testing and a lot of people at MAG working on new games, this is where we have high hopes of the kind of the longer term growth for us as a company. Good. With that, we're gonna open up for any questions from people who are viewing this right now live. Then as always, throughout the day, feel free to send any questions to us on Twitter, and we'll do our best to respond that throughout the day.
I'll just open up here and see if we have any questions that have come in. We have a question regarding the cash. As you talked about, we have positive cash flows. The bank balance is improving. Of course, as a company you should do something with that money. I mean, there are two things I guess primarily that we use it for. One is user acquisition, so getting new games out in the market and improving our Wordzee and QuizDuel and so on, we hope that we can increase the UA investments over the coming months and quarters, and then it's good not to be kind of cash flow constrained. For M&A purposes. If you have more money, you can look at potentially slightly bigger targets that will move the needle even more for MAG.
That's how we view that kind of opportunity. It's a question regarding what made QuizDuel climb so high in the top grossing charts in Germany recently. Some people follow us on an almost daily basis, I think looking at the App Annie and such tools. Yes, I think it was the weekend before the previous one where we had the all-time high grossing position for QuizDuel. It's great to see. What you see there is basically the revenue part that's not ad revenue, so it's in-app revenue, kind of indirect measurement I guess. If you're curious about our games, I think you should try and play it. Where you see this kind of replayability and it's possible to play the same event a lot of times and also obvious opportunities to spend some of the in-game currency and maybe refill.
Okay. That seemed to be it. Again, if you have any other questions, it's just feel free to write them on Twitter and we'll get back to you on that medium. Thank you for watching.
Thank you.