Supercell marketing lead Iwo Zakowski joins MTG as midcore CMO
Summary
MTG hired Iwo Zakowski, ex-Supercell global head of marketing for live games, as CMO of its midcore division
Portfolio spans Plarium, InnoGames, Hutch, Ninja Kiwi, Snowprint, PlaySimple - including Raid: Shadow Legends, Forge of Empires, Warhammer 40,000: Tacticus
Places a Supercell-trained marketer atop an M&A roll-up where each studio retains distinct UA and live-ops rhythms
"The chance to take on a CMO role across a portfolio the scale of MTG's 'midcore district' was simply too compelling to pass up"
01
Group-level marketing layer added above the studios
Zakowski spent three-plus years at Supercell running marketing for live games, one of mobile's most analytically rigorous environments
Prior roles at Burger King (global brand marketing) and Danone add consumer CPG brand-building to his games track record
The CMO Midcore seat is newly scoped, covering the full division rather than any single studio
MTG frames itself as "Europe's largest collection of midcore studios" - this is a scale hire, not a title rescue
02
Centralization risk across a Supercell-style playbook rollout
Portfolio was assembled via M&A, so Plarium, InnoGames, Snowprint and others carry separate creative DNA and player communities
Raid: Shadow Legends, Forge of Empires and Warhammer 40,000: Tacticus sit in different genres with different UA economics
A standardized framework risks flattening the studio-specific knowledge that sustains retention in long-lifecycle midcore titles
"How MTG's midcore ecosystem can best support that - without getting in the way of what makes each game special - is something I want to learn from the teams directly, not decide from the outside"
03
Listen-first posture signals no near-term playbook imposition
Stated priority is diagnosis over prescription: "I am coming into this with an initial framework of questions rather than assumptions"
He positions studio teams as the primary knowledge source, not group HQ
Signal to studio leadership: group marketing will not override local expertise in the near term
Competitive read: no immediate centralized UA consolidation for rivals or ad partners to price in
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