The entertainment PR industry in the Nordics thrives on connecting creative talent with audiences, marketing compelling stories, and managing reputations. It includes a mix of companies like production studios, talent agencies, and media firms, all working to enhance visibility and shape public perceptions. As digital platforms gain preeminence, agencies are increasingly leveraging social media and data analytics to reach wider audiences. The rise of streaming services and podcasts adds new dimensions, pushing firms to adapt to a rapidly evolving market. Insights-driven strategies and innovative collaborations are positioning Nordic entertainment at the forefront of global industry trends.


This article highlights 17 distinct investors in the Nordic entertainment PR sector. The roster includes corporate, venture capital, and private equity firms based in cities like Stockholm, Helsinki, and Copenhagen. Ranging in size from 1 to over 10,000 employees and founded between 1878 and 2016, these investors participated in numerous deals in 2024. Their backing underscores a robust commitment to the entertainment landscape, fostering growth across both established and emerging sectors of this dynamic industry.


Top 17 Entertainment PR Investors in the Nordics


1. EQT Group

  • Website: eqtgroup.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 1001-5000
  • Number of deals in 2024: 30
  • LinkedIn: eqt-partners

EQT Group is a private equity investment firm based in Stockholm, Sweden, founded in 1994. The firm specializes in various investment strategies, including private equity, infrastructure, real estate, growth equity, and venture capital. EQT serves institutional investors by managing diverse investment portfolios across multiple sectors and geographies. Notably, EQT has made significant investments in the entertainment industry, including a strategic investment in United Talent Agency (UTA) in July 2022, where it became the largest outside shareholder, aiming to enhance talent, innovation, and international expansion. Additionally, EQT acquired Cast & Crew Entertainment Services in December 2018, a leading provider of software and services to the entertainment industry, further emphasizing its focus on supporting growth and innovation in this sector. These transactions highlight EQT's active role in the entertainment landscape, particularly in areas that intersect with public relations and talent management.


2. Mtg

  • Website: mtg.com
  • Type: Corporate
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1987
  • Headcount: 11-50
  • Number of deals in 2024: 1
  • LinkedIn: mtg

Modern Times Group (MTG) is a gaming and entertainment company based in Stockholm, Sweden, founded in 1987. With a focus on providing engaging gaming experiences, MTG operates a portfolio of gaming studios and has made significant investments in the entertainment sector. Notably, MTG acquired TRACE TV, a prominent media outlet, for approximately $54.7 million in 2014, enhancing its media presence. In 2013, MTG announced the acquisition of an 86.6% stake in Nice Entertainment, the largest independent production group in the Nordic region, for an enterprise value of $114 million, further solidifying its position in content production. The acquisition of a 51% stake in Zoomin.TV, valued at $95 million, in 2015, positioned MTG as a key player in the multichannel network space. Additionally, their acquisition of DreamHack, an eSports firm, for SEK 244 million ($28 million) in 2015, showcases their commitment to expanding into new entertainment formats. These transactions reflect MTG's strategic focus on enhancing its portfolio in the entertainment industry, making it a relevant investor in the entertainment PR landscape.


3. Wellstreet

  • Website: wellstreet.se
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2016
  • Headcount: 1-10
  • Number of deals in 2024: 3
  • LinkedIn: wellstreet

Wellstreet is a venture capital firm based in Stockholm, Sweden, founded in 2016. The firm specializes in early-stage investments in Nordic tech companies, providing entrepreneurs with capital and strategic support to foster growth and innovation. While Wellstreet primarily focuses on sectors such as FinTech, E-commerce, and GreenTech, they have also made notable investments in the entertainment sector. One significant transaction includes their investment in Nuttery Entertainment, a gaming studio that raised 4 million SEK to develop new entertainment content. This investment highlights Wellstreet's engagement in the entertainment industry, particularly in gaming, which is a vital segment of the broader entertainment landscape. Other transactions include investments in companies like WHUT, Scandinavian Man, and Ocast, although these are less directly related to entertainment. Overall, Wellstreet's portfolio reflects a commitment to supporting innovative ventures, including those in the entertainment space.


4. Lifeline Ventures


Lifeline Ventures is a venture capital firm based in Helsinki, Uusimaa, Finland, founded in 2009. The firm specializes in early-stage investments in startups across various sectors, providing financial backing and advisory services to resilient founders. Notably, Lifeline Ventures has participated in significant transactions within the entertainment industry, such as their investment in VersusGame, which raised $25 million to enhance product development and engage with media companies and creators. Additionally, they were involved in the funding of RFRSH Entertainment, a Danish esports team agency, which highlights their interest in the entertainment and esports sectors. These investments reflect Lifeline Ventures' commitment to supporting innovative ventures in the entertainment landscape.


5. Embracer Group

  • Website: embracer.com
  • Type: Corporate
  • Headquarters: Karlstad, Varmland, Sweden
  • Founded year: 1999
  • Headcount: 51-200
  • LinkedIn: embracergroup

Embracer Group is a corporate investor based in Karlstad, Varmland, Sweden, founded in 1999. The company specializes in game development and entertainment publishing, focusing on creating and distributing a diverse range of video games across various platforms. With a global presence and numerous internal studios, Embracer Group serves gamers and entertainment consumers by providing engaging content and experiences. Notable transactions include the acquisition of Sola Media, which enhances their portfolio in entertainment content, and the significant acquisition of Gearbox Software for $1.3 billion, which strengthens their position in the gaming industry. Additionally, their acquisitions of Crystal Dynamics and Eidos further expand their influence in the entertainment sector, showcasing their commitment to developing and publishing high-quality entertainment experiences.


6. Bonnier Ventures

  • Website: bonnierventures.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2013
  • Headcount: 1-10
  • Number of deals in 2024: 1
  • LinkedIn: bonnier-ventures

Bonnier Ventures is a Stockholm-based venture capital firm founded in 2013, operating as the investment division of the Bonnier Group. The firm focuses on providing capital and management support to promising companies in various growing industries, including healthcare, media, sustainability, fintech, and SaaS. Notably, Bonnier Ventures has made significant investments in the entertainment sector, such as their involvement with Kyra, a London-based creator economy company that raised $15M in Series A funding, indicating their commitment to supporting businesses that influence the entertainment landscape. Additionally, their investment in United Screens, which raised funds in 2015, highlights their engagement in the digital media space. Their portfolio also includes Acast, a podcasting platform that has raised substantial amounts in multiple funding rounds, further emphasizing their focus on media and entertainment-related ventures.


7. Altor Equity Partners

  • Website: altor.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2003
  • Headcount: 51-200
  • Number of deals in 2024: 6
  • LinkedIn: altor

Altor Equity Partners is a private equity investment management firm based in Stockholm, Sweden, founded in 2003. The firm specializes in providing consulting services to businesses across various sectors, including technology and consumer products, with a focus on enhancing operational efficiency and sustainable growth through tailored investment strategies and digital transformation solutions. Notably, Altor has been involved in significant transactions relevant to the entertainment industry, such as the acquisition of Iyuno-SDI Group, which enhances capabilities in media localization, a critical aspect of entertainment PR. Additionally, their investment in Meltwater, a media intelligence company, aligns with the needs of PR professionals in monitoring and analyzing media coverage. These transactions highlight Altor's engagement in the entertainment sector, making them a noteworthy player in the entertainment PR landscape.


8. Spotify

  • Website: spotify.com
  • Type: Corporate
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2006
  • Headcount: 5001-10000
  • Number of deals in 2024: 1
  • LinkedIn: spotify

Spotify is a corporate investor based in Stockholm, Sweden, founded in 2006. It operates as a leading music and podcast streaming service, providing users with access to a vast library of audio content. Spotify allows consumers to stream music and podcasts on various devices, create and share playlists, and enjoy both free and premium subscription options. In recent years, Spotify has made significant investments in the entertainment sector, particularly in podcasting. Notable transactions include the acquisition of Gimlet Media and Anchor FM for over $200 million, which marked a pivotal expansion into the podcasting market. Additionally, Spotify acquired The Ringer, a sports and pop culture website, further diversifying its content portfolio. The acquisition of Podsights, a company focused on podcast advertising tools, underscores Spotify's commitment to enhancing its advertising capabilities within the entertainment space. These strategic moves highlight Spotify's role as a key player in the entertainment industry, particularly in audio content and public relations.


9. Schibsted

  • Website: schibsted.com
  • Type: Corporate
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1839
  • Headcount: 5001-10000
  • Number of deals in 2024: 3
  • LinkedIn: schibsted-asa

Schibsted Media Group is a prominent media company based in Oslo, Norway, with a history dating back to 1839. Originally focused on publishing, Schibsted has transitioned to a digital marketplace model, offering online platforms for classified ads and second-hand goods. The company has made strategic investments in the entertainment sector, including the acquisition of Metronome, Denmark's second-largest TV and film production company, which enhances its position in the Scandinavian entertainment landscape. Additionally, Schibsted has increased its stake in Inzpire.me, an influencer marketing platform, reflecting its commitment to engaging with modern marketing strategies in the entertainment industry. These investments highlight Schibsted's active role in the entertainment PR space, making it a relevant player in this sector.


10. Heartcore Capital

  • Website: heartcore.com
  • Type: Venture Capital
  • Headquarters: Copenhagen, Denmark
  • Founded year: 2007
  • Headcount: 11-50
  • Number of deals in 2024: 17
  • LinkedIn: heartcorecapital

Heartcore Capital is a venture capital firm based in Copenhagen, Denmark, founded in 2007. The firm specializes in investing in early-stage technology companies and focuses on building long-term relationships with entrepreneurs. Heartcore has been active in various sectors, including entertainment, as evidenced by their investments in companies like RFRSH Entertainment, a Danish esports team agency, and BLAST Premier, an esports entertainment startup. Additionally, they have invested in Podimo, a platform for podcasts and audiobooks, which is also relevant to the entertainment industry. With a total of 17 investments in 2024, Heartcore Capital demonstrates a commitment to supporting innovative companies that contribute to the evolving landscape of entertainment and media.


11. Sanoma

  • Website: sanoma.com
  • Type: Corporate
  • Headquarters: Helsinki, Uusimaa, Finland
  • Founded year: 1889
  • Headcount: 5001-10000
  • LinkedIn: sanoma

Sanoma is a media and educational publishing company based in Helsinki, Finland, founded in 1889. The company provides a diverse range of learning solutions and media content, including printed and digital learning materials and teaching platforms. Sanoma engages in publishing news and entertainment content, serving educational institutions and media consumers across multiple European countries. Notably, Sanoma has made strategic acquisitions to bolster its media presence, including the acquisition of Radio Helsinki Oy, a local radio station, which aligns with their strategy to expand in various media fields. Additionally, their acquisition of approximately 68% of Net Info.BG AD, Bulgaria's leading internet company, reflects their commitment to enhancing their digital media footprint. These transactions highlight Sanoma's active role in the media landscape, particularly in entertainment-related sectors.


12. Creandum

  • Website: creandum.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 2003
  • Headcount: 11-50
  • Number of deals in 2024: 17
  • LinkedIn: creandum

Creandum is a venture capital firm based in Stockholm, Sweden, founded in 2003. The firm specializes in supporting early-stage entrepreneurs in building global, category-defining companies across various sectors, including fintech and health tech. In addition to these sectors, Creandum has made significant investments in the entertainment industry, particularly in esports and media. Notable transactions include a $11.3 million investment in RFRSH Entertainment, which manages esports teams and develops media content, and participation in a €12.5 million financing round for BLAST Premier, an esports entertainment startup. They also invested $20 million in Epidemic Sound, a company that provides music for content creators, further highlighting their engagement in the entertainment space. Creandum's business model focuses on nurturing companies from seed to IPO, leveraging their expertise and connections to help entrepreneurs succeed in various industries, including entertainment.


13. Egmont

  • Website: egmont.com
  • Type: Corporate
  • Headquarters: Copenhagen, Denmark
  • Founded year: 1878
  • Headcount: 5001-10000
  • LinkedIn: egmont

Egmont is a not-for-profit media group based in Copenhagen, Denmark, founded in 1878. The company focuses on bringing stories to life through a variety of formats, including books, films, TV shows, and games. They are committed to supporting children and youth at risk by allocating a portion of their profits to philanthropic efforts. In the realm of entertainment, Egmont has made significant acquisitions, such as Realityportalen in 2015, which enhances their portfolio in the entertainment sector. Additionally, their acquisition of a major part of Ingager in 2018, a social media agency specializing in Facebook and Instagram, demonstrates their strategic interest in leveraging social media for promoting entertainment content. This diverse approach positions Egmont as a key player in the entertainment industry, particularly in areas that intersect with public relations and audience engagement.


14. Vizrt

  • Website: vizrt.com
  • Type: Corporate
  • Headquarters: Bergen, Vestland, Norway
  • Founded year: 1997
  • Headcount: 501-1000
  • LinkedIn: vizrt

Vizrt is a corporate investor based in Bergen, Vestland, Norway, founded in 1997. The company specializes in media technology, providing advanced software solutions for content production, management, and distribution in the digital media industry. Their offerings cater to broadcasters, sports organizations, and educational institutions, enabling them to enhance their storytelling capabilities through real-time graphics and media asset management. Notably, Vizrt has made strategic acquisitions to bolster its position in the market, including the acquisition of Flowics, a cloud-native HTML5 broadcast graphics platform, announced on September 7, 2022. This acquisition aims to enhance Vizrt's graphics portfolio and provide customers with advanced content creation capabilities. Additionally, Vizrt acquired Mosart Medialab for NOK106.2 million (approximately $17.7 million) on March 5, 2014, to improve its studio production automation and expand its offerings in the broadcast technology industry. These transactions highlight Vizrt's focus on enhancing content creation and distribution, which are critical aspects of the entertainment PR landscape.


15. Seb

  • Website: sebgroup.com
  • Type: Venture Capital
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1856
  • Headcount: 10001+
  • Number of deals in 2024: 13
  • LinkedIn: seb

Skandinaviska Enskilda Banken AB (SEB) is a leading banking group in Northern Europe, founded in 1856, providing a wide range of financial services including corporate and investment banking, asset management, and private wealth management. SEB serves large corporations, institutional clients, and private individuals, helping them manage their financial assets and navigate investment opportunities. Notably, SEB has made significant investments in the entertainment sector, including the acquisition of Accedo, a Stockholm-based video experience pioneer, and participation in funding rounds for Epidemic Sound, a music licensing platform. These transactions highlight SEB's commitment to supporting innovative companies within the entertainment industry, showcasing their relevance as an investor in this space.


16. Alfvén & Didrikson


Alfvén & Didrikson is a Stockholm-based venture capital firm founded in 2010, specializing in backing growth-oriented companies primarily in the technology and health sectors. The firm emphasizes long-term partnerships and provides both financial support and strategic guidance to entrepreneurs aiming to scale their businesses. Notably, Alfvén & Didrikson has made significant investments in Acast, a leading podcasting platform, with multiple funding rounds totaling over $28 million. This involvement highlights their interest in the media and entertainment landscape, particularly in innovative audio content delivery. Additionally, they invested in ftrack, a company that provides project management and collaboration tools for the creative industries, further showcasing their engagement with sectors that intersect with entertainment.


17. Toadman Interactive


Toadman Interactive is a video game developer and publisher based in Stockholm, Sweden, founded in 2013. The company specializes in creating engaging games for PC and consoles, focusing on original game concepts that appeal to gamers seeking innovative experiences. In 2019, Toadman Interactive expanded its portfolio by acquiring Petrol Advertising, Inc. for USD 18.0 million, with potential additional payments based on performance. This acquisition allows Toadman to enhance its service offerings in the gaming industry, particularly in marketing and public relations, as Petrol is known for its expertise in the entertainment sector. Following the merger, key members of Petrol's management became significant shareholders in Toadman, further integrating their marketing capabilities into Toadman's operations.



Entertainment PR Insights: Key Investors in the Nordics


InvestorHeadquarterSizeFoundedDeals 2024
EQT GroupStockholm, Stockholm, Sweden1001-5000199430
MtgStockholm, Stockholm, Sweden11-5019871
WellstreetStockholm, Stockholm, Sweden1-1020163
Lifeline VenturesHelsinki, Uusimaa, Finland1-10200914
Embracer GroupKarlstad, Varmland, Sweden51-20019990
Bonnier VenturesStockholm, Stockholm, Sweden1-1020131
Altor Equity PartnersStockholm, Stockholm, Sweden51-20020036
SpotifyStockholm, Stockholm, Sweden5001-1000020061
SchibstedOslo, Oslo, Norway5001-1000018393
Heartcore CapitalCopenhagen, Denmark11-50200717
SanomaHelsinki, Uusimaa, Finland5001-1000018890
CreandumStockholm, Stockholm, Sweden11-50200317
EgmontCopenhagen, Denmark5001-1000018780
VizrtBergen, Vestland, Norway501-100019970
SebStockholm, Stockholm, Sweden10001+185613
Alfvén & DidriksonStockholm, Stockholm, Sweden11-5020100
Toadman InteractiveStockholm, Stockholm, Sweden51-20020130


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