Trailmix

Trailmix is a London-based mobile games studio focused on the casual gaming market. The company was established in 2017 by Carolin Krenzer and Tristan Clark, both of whom are veterans of the mobile games giant King. Their prior experience, which includes roles where they grew 'Farm Heroes Saga' into a billion-dollar title, directly informs Trailmix's strategic direction. The founders' vision is to create games with rich, emotional depth akin to a favorite TV show, while ensuring they are accessible for brief, daily play sessions.

The company's flagship product is 'Love & Pies', a casual puzzle game launched globally in September 2021. In the game, players solve merge-and-match puzzles to uncover a dramatic storyline, renovate a café, and serve customers. This blend of narrative and puzzle mechanics is designed to foster long-term player engagement. The business model is free-to-play, generating revenue primarily through in-app purchases that allow players to speed up progress or acquire special items. The game has demonstrated strong performance metrics, including a Day 120 retention rate above 10%, indicating a dedicated player base. It has achieved significant commercial success, with monthly revenues exceeding $1 million.

Trailmix's growth has been significantly bolstered by its relationship with Supercell, a leader in the mobile gaming industry. An initial seed investment of $4.2 million from Supercell in February 2018 marked the beginning of this partnership. Following the successful launch and performance of 'Love & Pies', Supercell acquired a majority stake in Trailmix in May 2022, committing an additional $60 million in a mix of equity and debt financing to accelerate the game's growth. Despite the acquisition, Trailmix continues to operate as an independent studio, maintaining its creative and operational autonomy. Keywords: mobile gaming, casual games, puzzle games, free-to-play, Love & Pies, Supercell, merge games, narrative games, in-app purchases, game development, Carolin Krenzer, Tristan Clark, King alumni, London startup, player retention, mobile entertainment, story-driven games, gaming studio, snackable games, live operations