Gaming Companies Using Google Tag Manager in the UK: 143 Active Firms (2026)
Gaming businesses running tag-management scripts build or operate digital games and gaming services with UK website analytics infrastructure.
For gaming operators, tag-management scripts sit between marketing, product analytics and web engineering. The practical job is event collection: tracking store visits, account sign-ups, newsletter joins, gameplay-community interactions and paid-media attribution without asking developers to hard-code every change. Adoption usually signals a direct-to-player posture, a public site that matters commercially and some separation between engineering teams and growth or commercial teams. It also tends to point to organisations with enough campaign activity to need governed tracking, rather than hobby projects or pure studio-services businesses with little owned demand generation.
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Across the UK, 143 actively trading gaming businesses run the tag-management stack profiled here, with reported employment of 1,638 people. Within detected tag-manager use in gaming, the stack is almost universal at 99.3%, while the next detected tag-management platform sits at 1.4%. Adoption is concentrated in London at 36.4%, followed by the South East at 12.6%, the North West at 10.5%, the East of England at 9.8% and the East Midlands at 7.7%. The regional pattern fits a category shaped by digital publishing, performance marketing and studio-commercial hybrids.
Tag management in gaming sits close to consent, attribution and player-risk workflows, so procurement tends to involve more than a simple marketing-tools sign-off. Scripts can touch behavioural analytics, advertising pixels, account journeys and payment-related pages, which brings privacy, cookie-consent and security review into the buying process. Businesses with gambling-adjacent or community features face a tighter operating context, because marketing measurement may interact with age-gating, account controls and moderation systems. For researchers, the presence of a managed tag layer is therefore a useful signal of web-governance maturity, not just a minor analytics implementation.
Adoption appears to be moving from campaign convenience towards governance infrastructure. Gaming businesses with direct player relationships tend to keep a tag layer in place because marketing teams want faster iteration, while engineering teams want fewer ad hoc script changes in production. The next phase is likely to be less about adding more trackers and more about pruning them: consent enforcement, server-side measurement, cleaner attribution and audit trails all matter when paid acquisition costs are under pressure. Smaller studios may keep lighter setups, but scaled publishers and operators are likely to formalise ownership of the stack.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Active director count is the full Companies House board, so it can be higher than the number of names listed — we leave out nominee and formation-agent directors, who aren’t worth contacting. It’s blank for the small number of companies whose officers we haven’t fetched yet.
You’re charged per business, not per row. Where a business trades through several registered companies you get every one, and the Group Primary column marks one row per business — filter to those and the count matches your invoice. Rows sharing a website are not automatically one business: franchises and multi-site operators each count separately, and where names don’t prove a relationship we count them apart rather than guess.
Adoption by company size
Adoption of Google Tag Manager rises with company size across the trading UK gaming companies in this cohort. 1.8% of the 5,312 companies with under 10 employees run Google Tag Manager (97 detected). 23.3% of the 193 companies with 10–50 employees run Google Tag Manager (45 detected). 16.7% of the 30 companies with over 50 employees run Google Tag Manager (5 detected). That is a 14.9% gap between the over 50 employees and under 10 employees bands.
143
Active firms
2026
99.3%
Of detected Tag managers share
UK gaming
6
Median headcount
Filed accounts
275
Verified directors
Across this cohort
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Key facts
About 5% of the trading cohort reports turnover above £5M (8 of 143 firms) — the rest sits below that revenue band.
14% of the cohort was incorporated since 2022 (21 firms), so a sizeable share is in its first few filing cycles.
Within gaming firms with a detectable tag-management system, this setup accounts for 99.3% (143) of detected usage across 144 companies; another detected system appears on 1.4% (2).
London accounts for 36.4% (52) of gaming businesses running this tag-management setup, ahead of the South East at 12.6% (18) and the North West at 10.5% (15).
Infrastructure and content-management signals are common in the stack: 63.6% (91) also run a traffic-protection service, and 48.3% (69) also run a content-management system.
Measurement and media tags often sit alongside it: 42.0% (60) also run web analytics and 32.9% (47) show video-embed tooling.
Sector overlap points to adjacent commercial models: Sport & Leisure appears on 14.0% (20), Media & Publishing on 13.3% (19), Gambling & iGaming on 10.5% (15), and E-commerce on 9.1% (13).
Tag manager market share among UK Gaming
What else do Google Tag Manager-running Gaming run?
Share of the 143 Google Tag Manager-running UK companies where each technology was also detected. As of June 2026.
Where Google Tag Manager Gaming are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
6
Median headcount
£467.6K
Median UK turnover
5.6%
Above £5M turnover
21
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 232 businesses, alongside financials and websites, in one Excel + CSV file.
Top UK Gaming using Google Tag Manager
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 4 filingsDevelops and publishes video games for PC and console platforms, with a focus on simulation and management titles. Uses proprietary Cobra technology to create and support games including Planet…
Sells to consumers who play PC and console videogames, particularly fans of creative management simulation, strategy, simulation, and discovery-led titles such as park, zoo, motorsport, space, and…
Financial Health
WeakWeak · 0% CAGR over 3y
Location
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Computed from 3 filingsDevelops and publishes mobile video games, including racing and action titles such as CSR Racing and Star Wars: Hunters, using proprietary animation and physics technology as part of Zynga/Take-Two’s…
Serves consumer gamers worldwide, particularly mobile and console players interested in racing, action, and franchise-based titles, with additional educational resources aimed at parents, children,…
Financial Health
StrongStrong · Profitable, Growing, Hiring · 20% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsDevelops and operates online multiplayer video games and virtual worlds, including the EVE series. Produces PC and mobile titles such as EVE Online, EVE Vanguard, EVE Echoes and EVE Galaxy Conquest.
Sells to consumers who play online sci-fi games, including MMO, MMOFPS, strategy, survival simulation and mobile gaming audiences, as well as the existing EVE Online player community.
Financial Health
StrongStrong · Hiring · 8% CAGR over 2y
Location
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Computed from 5 filingsPublishes and markets mobile games for third‑party developers, providing user acquisition, monetisation, analytics, and distribution support. Works with game studios to launch titles on app stores…
Serves mobile game developers of all sizes, including independent studios and game teams seeking publishing, marketing, monetization and growth support for mobile titles.
Financial Health
StableStable · -6% CAGR over 4y
Location
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Publishes and distributes video games for console, PC and mobile platforms, including titles based on franchises such as Tekken, Pac‑Man and Dragon Ball. Operates an online store, game community…
Sells to consumer gamers and fan communities across Europe, primarily players on PlayStation, Xbox, PC, Nintendo Switch and mobile platforms, with additional audiences including playtesters, press…
Location
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Computed from 3 filingsDevelops narrative-driven video games for console and PC, focusing on cinematic storytelling and choice-based gameplay. Produces titles including Until Dawn, The Quarry, The Dark Pictures Anthology,…
Serves consumer video game players, particularly console, PC and VR audiences interested in cinematic, story-led horror, thriller and adventure titles.
Financial Health
StableStable · 0% CAGR over 2y
Location
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Computed from 5 filingsDevelops and publishes video games for console, PC and mobile platforms, including sports and action titles. Operates online game services, digital distribution through a proprietary PC launcher, and…
Serves consumers worldwide, including console, PC and mobile players, sports-game fans, online multiplayer communities, subscription members and parents using player tools.
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 5 filingsDevelops and produces sports management simulation video games, including the Football Manager series, for PC, console and mobile platforms, involving game design, programming, data research and…
Sells primarily to consumers, especially sports fans and football management simulation players, through its games. Also serves gaming communities and partners around sports gaming brands.
Financial Health
DistressedDistressed · -19% CAGR over 4y
Location
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Computed from 2 filingsDevelops and publishes video games for PC and console platforms. Creates original titles including the PowerWash Simulator and Velocity series, handling game design, programming, art production, and…
Serves consumer video game players seeking relaxing, low-intensity entertainment, including fans of PowerWash Simulator and other soothing games across the wider gaming market.
Financial Health
StrongStrong · Growing, Hiring · 51% CAGR over 1y
Location
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Computed from 2 filingsOperates esports competitions and online competitive gaming platforms, organising tournaments and leagues for multiplayer games. Provides event production, broadcasting, community platforms, and…
Serves global gamers, esports players, fans and creators, alongside B2B partners including game developers, publishers, media companies, advertisers and consumer brands seeking to reach gaming…
Financial Health
StrongStrong · Hiring · 67% CAGR over 1y
Location
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Computed from 5 filingsDevelops and publishes the Civilization strategy video game series, including Civilization VII, for PC and console platforms. Provides downloadable content packs, game updates, player guides,…
Sells to consumers who buy and play strategy video games on PC, consoles, mobile and Apple devices. Targets Civilization franchise players globally, including engaged fans seeking downloadable…
Financial Health
HealthyHealthy · 0% CAGR over 4y
Location
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Computed from 4 filingsPublishes, licenses, markets and distributes video game software for European markets. Releases titles for PlayStation, Xbox, Nintendo Switch and Windows PC via digital platforms and retail,…
Serves consumer video game players on PlayStation, Xbox, Nintendo Switch and Windows PC, including Steam, Epic Games Store and Microsoft Store users.
Financial Health
StableStable · -78% CAGR over 3y
Location
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Computed from 5 filingsPublishes and distributes independent video games, partnering with external developers to fund, market and release titles across PC and console platforms. Supports game development with publishing,…
Serves independent game developers worldwide seeking publishing partners and PC and console players globally.
Financial Health
StableStable · -64% CAGR over 4y
Location
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Computed from 5 filingsDevelops and publishes casual puzzle video games for mobile platforms. Titles include Lily’s Garden, Cookie Cats, Penny & Flo, and games based on the Simon’s Cat franchise, featuring match‑3 and…
Serves consumer gamers who play casual puzzle and story-led mobile games, including audiences for Lily’s Garden, Cookie Cats and Simon’s Cat titles.
Financial Health
HealthyHealthy · Growing · 1% CAGR over 4y
Location
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Develops and publishes gaming content and technology, including land‑based casino machines, gaming hardware and management systems, online real‑money gaming platforms, iLottery products, and…
Serves both B2B gaming operators in regulated land-based casino, online real-money gaming and iLottery markets, and direct-to-consumer mobile/social casino players worldwide.
Location
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Financial sub-scores
Computed from 3 filingsDevelops and supplies casino gaming content, slot machines and gaming systems for land‑based casinos. Also publishes mobile and social casino games and provides platforms for online real‑money gaming…
Sells to both businesses and consumers worldwide, serving regulated gambling operators and lottery organisations through B2B gaming products, while also targeting players of online real-money and…
Financial Health
DistressedDistressed · -9% CAGR over 2y
Location
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Computed from 5 filingsOperates an online platform offering downloadable and browser-based casual games, including puzzle, card, hidden object, and time management titles. Provides free trials and subscription access to a…
Sells to consumers who play casual downloadable or online games, including fans of puzzle, solitaire, hidden object, mahjong, match-3, time management and adventure genres seeking free trials or…
Financial Health
StableStable · Hiring · 93% CAGR over 4y
Location
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Computed from 5 filingsDevelops and produces video games for PC, console and mobile platforms. Creates and supports multiplayer and immersive entertainment titles, including live service games, and collaborates on game…
Targets consumers who play PC, console and mobile games, including fans of multiplayer horror titles, and engages gaming press, playtesters and fan communities.
Financial Health
StrongStrong · Hiring · 26% CAGR over 5y
Location
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Computed from 2 filingsDevelops and supplies online casino gaming software for gambling operators, including live dealer table games, game shows and slots. Provides streaming studio systems, game development and platform…
Sells to licensed online casino and gambling operators seeking live casino, game show, slot and first-person game content, with some offerings for land-based casino venues.
Financial Health
HealthyHealthy · Hiring · 25% CAGR over 1y
Location
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Computed from 5 filingsPublishes and distributes video games for PC and console platforms. Works with development studios to release titles digitally and in physical formats, handling marketing, platform publishing, and…
Serves video game consumers on PC and console platforms, and indie game developers seeking publishing and distribution partners for digital and physical releases.
Financial Health
HealthyHealthy · Growing · 0% CAGR over 4y
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Computed from 5 filingsDevelops and publishes custom Minecraft maps, worlds, skins and texture packs for the Minecraft Marketplace. Produces in‑game experiences and branded worlds for partners, and operates online…
Serves a mix of consumers and businesses: Minecraft players and fans, plus entertainment brands, IP owners, creators and platforms seeking Minecraft-based audience experiences and events.
Financial Health
StableStable · Hiring · 24% CAGR over 4y
Location
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Computed from 2 filingsDevelops and co-develops video games for PC and console platforms, contributing to titles such as Gears Tactics, Halo: The Master Chief Collection, Gears 5 and Star Wars: Hunters, and working on new…
Serves video game consumers, particularly players of action, shooter, strategy and survival titles, including audiences for Star Wars, Gears of War and Halo franchises.
Financial Health
StableStable
Location
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Computed from 5 filingsDevelops and publishes video games for PC and consoles, including physics‑based simulation, puzzle, and adventure titles. Produces games such as Surgeon Simulator, I Am Fish, and the cooperative…
Targets consumer video game players, especially fans of indie physics-based, survival adventure and multiplayer co-op games who play solo or in small groups of up to six.
Financial Health
DistressedDistressed · -15% CAGR over 5y
Location
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Computed from 4 filingsOperates an online gaming platform that provides subscription access to a library of licensed retro video games. Streams classic titles from various publishers to PC, mobile devices, consoles, and…
Sells to individual consumers and gaming enthusiasts who are retro gaming fans, including PC, Mac, mobile, console and smart TV players interested in classic titles, tournaments, challenges and…
Financial Health
StableStable
Location
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Computed from 4 filingsDevelops and publishes motorsport racing simulation video games for PC and consoles, including titles such as Le Mans Ultimate, rFactor 2 and KartKraft, and operates related esports competitions and…
Sells to consumers interested in motorsport and racing simulation games, including players who buy PC racing titles and take part in esports and online racing communities.
Financial Health
DistressedDistressed · -19% CAGR over 4y
Location
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Computed from 5 filingsDevelops and publishes mobile games and apps, including digital colouring and puzzle titles. Produces and operates games such as Happy Color and Star Merge for iOS and Android, and collaborates with…
Serves B2C casual mobile game users globally, including fans of digital coloring, merge and match titles, and family-friendly entertainment for all ages.
Financial Health
DistressedDistressed · -60% CAGR over 5y
Location
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Computed from 5 filingsDevelops and publishes independent video games for PC and digital platforms. Produces original titles such as strategy and simulation games, manages game updates and community content, and operates a…
Serves PC game players interested in indie strategy, simulation and nature-themed titles, and indie developers seeking a publisher for their games.
Financial Health
StrongStrong · Hiring · 14% CAGR over 4y
Location
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Computed from 5 filingsDevelops and publishes independent video games for PC, console and mobile platforms. Produces titles including strategy, adventure and simulation games, and partners with external studios to publish…
Serves consumers who play indie PC, console and mobile games, especially fans of pixel-art adventure, strategy, sandbox and life-sim titles, and also targets independent game developers seeking…
Financial Health
StableStable · 2% CAGR over 4y
Location
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Computed from 5 filingsDevelops and publishes online slot games for gambling operators. Designs and produces data‑driven slot titles with interactive mechanics, provides playable demos, and supplies gaming content to…
Serves online gambling operators, casino platforms and distribution partners seeking slot game content, with a B2B focus on regulated gaming markets worldwide.
Financial Health
StrongStrong · Hiring · 12% CAGR over 4y
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Computed from 3 filingsDevelops iGaming software including sports prediction, arcade and free‑to‑play games. Designs data‑driven game products and engagement tools used by betting operators and gaming brands to increase…
Sells to B2B iGaming, sportsbook and online casino brands seeking game products for their player bases, including operators’ product, marketing and engagement teams.
Financial Health
HealthyHealthy · Hiring · 34% CAGR over 2y
Location
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Computed from 5 filingsDevelops and supplies digital casino games for online gambling operators, including video slot titles, table games and branded game series. Provides game content and related platform integrations for…
Serves B2B customers in the gambling sector, including regulated online casino operators, land-based casinos and social casino platforms across multiple jurisdictions.
Financial Health
HealthyHealthy · -63% CAGR over 4y
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Computed from 5 filingsDevelops iGaming technology and software for betting operators, including sportsbook platforms, virtual sports products, and online games. Provides related services such as payments integration,…
Serves B2B iGaming operators, sportsbooks and betting brands seeking gaming, virtual sports and platform services for their online gambling customers.
Financial Health
StableStable · -61% CAGR over 5y
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Computed from 4 filingsDevelops and publishes mobile games for children, including pet care, dress‑up and simulation titles. Distributes games through mobile apps and offers a subscription service providing ad‑free access,…
Sells to parents and families seeking ad-free, family-friendly mobile game subscriptions for young children, with children as the end users across its kids’ games.
Financial Health
StableStable · Hiring · 26% CAGR over 3y
Location
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Computed from 4 filingsDevelops video games for console and other platforms, including development of Minecraft Console Edition and original titles such as Manic Mechanics. Provides game design, programming, and technical…
Serves video game players and families, while also working B2B with games publishers, platform owners and entertainment brands on development projects.
Financial Health
StableStable · 3% CAGR over 3y
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Develops and produces video games for consoles and PC, contributing to the Call of Duty franchise. Designs gameplay, story content, and multiplayer features for titles such as Modern Warfare III,…
Serves consumer video game players, particularly Call of Duty fans and first-person action shooter audiences, via Activision-published titles.
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Computed from 5 filingsOperates an online platform for discovering and installing virtual reality applications and games for Meta Quest headsets and PCVR. Provides tools and a marketplace for sideloading, early‑access…
Serves VR consumers using Meta Quest and PCVR headsets, especially players seeking indie, early-access, and sideload-only apps and games, plus headset owners looking for tools and tips to manage…
Financial Health
StableStable · Hiring · 36% CAGR over 4y
Location
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Computed from 5 filingsDevelops and publishes mobile games that use real‑world geolocation and player‑generated data. Operates a game engine for location‑based gameplay and produces titles such as property trading and…
Serves consumers who play location-based and augmented reality mobile games, including players interested in real-world map, property and geolocation game mechanics.
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StableStable
Location
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Develops and manages children’s entertainment brands including mobile games, apps and digital worlds. Produces educational and sleep-focused kids’ audio content, learning games, and personalised pet…
Serves consumers globally, especially families with children aged 0-12, toddlers and young kids aged 3-8, plus pet owners buying personalised products and players of family-friendly games.
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Develops and supplies B2B iGaming software and live casino products, including live dealer games, slot titles, and integration platforms. Provides operator tools such as game clients, gamer servers,…
Serves B2B iGaming operators, online casinos and betting brands in regulated markets seeking branded live casino, slots and player engagement products for their players.
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N/AN/A
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Computed from 5 filingsDevelops and publishes add‑on software for flight simulation platforms, including aircraft models, airport scenery, AI traffic and utilities for simulators such as Microsoft Flight Simulator and…
Sells primarily to consumer flight-simulation enthusiasts and PC sim users, including Microsoft Flight Simulator, X-Plane, P3D and FSX players, with some commercial-use customers and train-simulation…
Financial Health
StableStable · Hiring · 19% CAGR over 4y
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Computed from 5 filingsPublishes video games from independent and established developers for major gaming platforms. Manages digital and physical releases, supports game launches, and produces collector’s editions through…
Serves both B2B and B2C markets: independent and established game development studios and international games publishers seeking publishing support, plus videogame consumers buying digital, physical…
Financial Health
WeakWeak · Hiring · 26% CAGR over 4y
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Computed from 5 filingsDevelops and publishes online multiplayer video games, including social deduction horror title Deceit 2 and upcoming PvE shooter MVX: London, and provides ongoing game updates, seasons, and…
Sells to consumer video game players, particularly online multiplayer gamers interested in PvE shooters, social deduction, and horror titles.
Financial Health
HealthyHealthy · Hiring · 28% CAGR over 4y
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Computed from 4 filingsDevelops and publishes mods, modpacks, and maps for Minecraft on Java and Bedrock editions. Operates an app and platform for discovering and downloading modpacks, provides server files and…
Serves Minecraft players and gaming communities, including Java and Bedrock users, modded gameplay fans, server owners, and buyers of related merchandise.
Financial Health
StrongStrong · Growing, Hiring · 20% CAGR over 3y
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Computed from 2 filingsDevelops and publishes digital pinball video games for PC, consoles, and virtual reality platforms. Produces titles such as Pinball FX and Pinball M, including themed tables, licensed content, and…
Sells to B2C gamers and pinball enthusiasts, including PC, console, mobile and VR players who buy digital pinball titles, licensed tables, DLC packs and related game content.
Financial Health
StableStable · 0% CAGR over 1y
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Develops and publishes hidden object puzzle adventure video games. Offers story‑driven point‑and‑click titles featuring item search scenes and logic puzzles, available for download on Windows, macOS,…
Sells to consumers who play casual hidden-object and puzzle-adventure games on Windows, Mac, iOS, Android and Kindle Fire, including players seeking story-driven mystery, detective and romance titles.
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N/AN/A
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Operates an online gambling platform offering bingo games, slot machines and related casino-style games. Provides promotional bonuses, jackpots, free bingo games, and other gaming features accessible…
Serves UK-based adult consumers aged 18+ who play online bingo, slots and related gambling games, including existing bingo club customers looking for online play.
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N/AN/A
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Computed from 2 filingsOperates an online gambling platform offering bingo games, slot machines, Slingo, jackpots, scratchcards, and other casino-style games. Provides multiplayer bingo rooms, chat features, and…
Serves UK adult consumers interested in online and club-based bingo, slots, jackpots and casino-style games, including existing bingo hall players and new online gaming members seeking real-money…
Financial Health
StableStable
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Financial sub-scores
Computed from 5 filingsDevelops and publishes sports video games for PC, consoles, and mobile platforms, including pool, snooker, golf, and football titles. Creates multiplayer and cross‑platform games and develops…
Targets consumers who play cross-platform sports games, especially pool, snooker and golf titles, including casual players, billiards enthusiasts and multiplayer gamers on mobile, PC and console.
Financial Health
DistressedDistressed · 0% CAGR over 5y
Location
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Financial sub-scores
Computed from 2 filingsTargets consumers interested in online casino gaming and sports betting, including prospective players and community members ahead of launch.
Financial Health
StrongStrong · Hiring · 148% CAGR over 1y
Location
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Financial sub-scores
Computed from 4 filingsDevelops and publishes indie video games for PC and online platforms. Titles include Hypercharge: Unboxed, New RetroArcade: Neon, Paranormal Tales, and Don’t Scream, distributed through digital game…
Serves consumer video game players, especially Steam users and indie game fans interested in retro-inspired titles, community updates, early previews and private testing.
Financial Health
StrongStrong
Location
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How Google Tag Manager usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. gaming companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of gaming companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Google Tag Manager is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Frequently asked questions
How many UK gaming companies use Google Tag Manager?
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