UK video games retailer Game has announced the acquisition of Multiplay – a community-based games company focused on live events, online gaming and eSports.
The partnership, reported to be worth £20m, is expected to “significantly expand” and enhance Game’s community events and eSports programme as it looks to “build the most valuable community of gamers.”
In 2014, more than 4,000 gamers participated at one of Game’s 280 ‘lock-ins’, while over 150,000 attended 3,000 midnight launches held across the country, demonstrating the growing popularity of gaming across the globe.
“Like Multiplay, we put our communities at the heart of our business,” said Martyn Gibbs, chief executive of Game Digital.
“Together we will be able to move even faster to grow and develop our services for both gamers and suppliers in the UK, Spain and around the world. With our combined passion and expertise, we are looking forward to delivering more, bigger and better experiences for our communities and are excited for what the future holds.”
The rise of ‘eSport’ video game competitions – which attract huge audiences both live and online – was a major topic at 2015’s Video Upfronts, in which the CEO of GameVision, Sean Dromgoole, outlined the growing opportunity for brands.
Commenting on the latest development, Dromgoole said the acquisition was an interesting move.
“As a retailer, Game’s connection with their shoppers has always been passionate. What other retailers open at midnight to sell new software and hardware?”
The question, Dromgoole said, will be whether Game can translate Multiplay’s “undoubted expertise” at the big tournaments into a more local outlet by outlet experience that sits alongside retail.
“If they can, then this may be a very clever move giving their high street presence a new raison d’etre,” he said.
Video advertising centred around the gaming market is increasingly becoming big business and seen as a natural fit for many brands.
Gil Shoham, CEO of Supersonic, which specialises in in-app monetisation and user acquisition for mobile apps and games, told Venturebeat this month that more game developers than ever before understand that utilising video as a way to monetise their users is a “safe route to take” as far as the user experience is concerned.
“The experience is opt-in. The user isn’t forced to watch a video. The completion rates are very high. There’s no churn, no negative impact, because of the positive rewarding experience,” he said.
