Russian tech firm Mail.ru Group has launched a new umbrella gaming brand called My.Games to encompass its various development, publishing and funding initiatives.

Previously the company's games had been published under the Mail.ru Group brand in Russia and My.com internationally.

The company has a number of projects in the works, including a mobile release of its free-to-play shooter Warface and other upcoming titles like Lost Ark and Conqueror's blade.

The rebranding comes as the company’s games division reported Q1 2019 sales of more than $100 million. In 2018, 58 per cent the firm's revenue came from mobile.

Its portfolio has racked up more than 540 million registered players across PC, console and mobile, and it currently has 60 live games. On mobile, 90 per cent of its playerbase are based outside of Russia.

"This is how we work now"

“We have a production plan for this year and an understanding that we need to publish two PC and console games per year, and at the same time have at least four solid mobile titles per year,” Mail.ru Group marketing director Elena Grigoryan (pictured, main) told PCGamesInsider.biz.

“In order for this number to be realised, we need to provide 20 mobile projects per year. This is why we have such a strict production plan for the coming years. We believe our plans are ambitious and we believe that our main focus is expanding in Western markets.

“In Russia, our position is already quite strong so we believe that the growth source is expanding internationally. We understand that such large-scale rebranding campaigns such as the one that we have planned is a very complicated feat for a company with such a rich history as we have.

“We, of course, have the challenging feat of earning the respect of our partners and gamers all over again because we have to return to each and every one of them and explain that we have a new brand and new products and this is how we work now.”