Keywords Studios, a global services platform for the video games industry led out of Dublin, has agreed to acquire LA-based marketing firm Gnet for $32m.
The company has had a successful year for acquisitions so far. It took over developers Coconut Lizard and Heavy Iron Studios in June and August as well as marketing agency Maverick Media in September.
Since opening in 2001, Gnet has partnered with major entertainment labels including Netflix, Sony, Blizzard Entertainment, Activision, EA, Ubisoft and Twitch. Its marketing campaigns have covered TV shows such as Narcos and Daredevil and games such as Call of Duty, Fallout and World of Warcraft: Battle for Azeroth.
Keywords Studios will benefit from Gnet’s 85 employees, adding to its expansive reach with more than 60 facilities in 21 countries. Catering to more than 950 clients around the world, its services span art creation, marketing, software engneering, testing, localisation, audio and customer care.
CEO of Keywords Studios, Andrew Day, said the acquisition of Gnet is a “significant milestone” in the company’s mission to become the “first truly global video game specialised-marketing services company”.
He added that Gnet is the seventh marketing studio to join the Keywords family: “Combined, Keywords’ annual marketing services revenues are now over €35m with more than 180 people employed globally.”
Gnet CEO David Getson said his team is looking forward to “unlocking the opportunity to work with [Keywords’] impressive roster of talented studios and people across the globe”.
“We strongly believe that this strategic union will combine the powerful momentum of Gnet together with vast reach and strength of Keywords existing operations,” he said.
“This not only leads to an exciting future for all our employees as part of a rapidly growing and increasingly influential global company, but it also enables Gnet to service our clients in a much more comprehensive way than ever before.”
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