Strategic acquisition of Platform 161 strengthens media segment and customer acquisition in gaming
Additional revenues of over EUR 10 million and EBITDA of over EUR 1 million expected
Increase of ReachHero stake to 100% enables further synergies
13. July 2020 – Media and Games Invest plc (“MGI”, ISIN: MT0000580101; Symbol: M8G) acquires 100% of the shares of Platform 161 Holding BV including its subsidiaries. The parties have agreed not to disclose the purchase price. MGI expects the acquisition to generate additional revenues of at least EUR 10 million and an additional EBITDA of more than EUR 1 million on a twelve-month basis.
Platform 161 (also known under the former brand name ClickDistrict) is a leading demand-side platform (DSP) for programmatic advertising that automates the purchase of advertising space and advertising inventory. Headquartered in Amsterdam, Netherlands, the company has offices in Madrid, Hamburg, Istanbul, New York and Stockholm. Programmatic Advertising is currently the fastest growing segment in the digital advertising market. In Germany, almost every second advertising euro in 2019 was spent online via Programmatic Advertising. Customers are provided with customized advertising in real time – with data-supported, automated and customized buying and selling and bidding for digital advertising spaces.
With the acquisition of Platform 161, founded in 2008, MGI’s media segment will be further expanded. Following the recent acquisitions of Applift, Pubnative and the key assets of Verve Wireless, this is another strategic acquisition that expands the group’s technological expertise, product portfolio, customer base and sales organization in the digital media sector and opens up new markets.
MGI agreed with the founders and minority shareholders of the influencer subsidiary ReachHero, which successfully operates an influencer agency business and a digital SaaS influencer platform, to acquire their remainig block of shares and subsequently will hold 100% of the shares. ReachHero works closely with Mediakraft and Adspree in MGI’s media business and offers a comprehensive package of services to both advertisers and influencers under the joint brand Media Elements. The parties have agreed not to disclose the purchase price. The acquisition of the minority interests enables the further integration of the company and will lead to further positive synergy effects. A buyout of the minority interests of Mediakraft Turkey is also close to completion.
MGI combines M&A and organic growth in the synergetic sectors online games and digital media and has acquired more than 30 companies and assets in the past six years. By integrating and focusing on synergies, MGI is building leading platforms in both the gaming and media segments while leveraging the strong synergies between these segments.
Remco Westermann, CEO of MGI: “For online games, digital media is an important part of the value chain. The competition over valuable customers is primarily decided by intelligent and efficient marketing. A strong media segment within the MGI Group improves the efficiency of customer acquisition for existing games as well as for the release of new games. In addition, advertising space on the company’s game portals can be efficiently marketed via the media segment. Thus, advertising revenues in the gaming segment are growing.”
Marco Kloots, CEO of Platform 161 comments: “This is a great next step for our company. We believe in the strategy that MGI is pursuing and are excited to become part of this fast-growing group. Platform 161 has a very strong product offering and MGI brings us strategic value that enables us to scale our business and make Platform 161 an integrated part of MGI & Verve. I’m excited to join the MGI Group with our company.”
About Media and Games Invest plc:
Media and Games Invest plc, MGI, is a fast and profitable growing company in the synergetic sectors of digital media and online games. The company combines organic growth with value-generating acquisitions. The MGI Group has successfully acquired over 30 companies and assets over the past six years. The acquired assets and companies are integrated and amongst others technology is actively used to achieve efficiency gains and competitive advantages. Media and Games Invest is listed on the Frankfurt Stock Exchange and on XETRA.
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