Video games services provider Keywords Studios has closed a deal to acquire London-based marketing agency Waste Creative.
“We are delighted to have further strengthened the Keywords group by adding such a talented team in London. I am delighted to welcome Visar, Mike, and the talented Waste Creative team to Keywords. We are really looking forward to working with Waste Creative’s highly skilled and experienced team. Games as a service marketing support with a focus on community growth and fan retention are areas of increasing importance to our clients, and Waste Creative will help us meet that growing demand and provide them with extensive and more integrated marketing solutions,” said Bertrand Bodson, CEO, Keywords Studios.
Waste Creative specializes in creative production services and works with several clients in the mobile game development industry, including Supercell, Riot Games, and Nintendo.
As part of the acquisition, Keywords will pay up to $12.9 million (£9.8 million) for the company and its 70-member team. The company will pay an initial amount of $2.9 million (£2.2 million). An additional $10 million (£7.6 million) will also be paid if the company meets performance targets for the next three years.
“We are thrilled to join Keywords and by the opportunities that being part of this industry-leading global business will present for our clients and team. By working with Keywords, we will be able to expand our services to meet our clients’ full marketing needs from early access/beta launch stage to the ongoing growth, retention, and management of their player and fan communities,” commented Visar Statovci, Co-Founder and Managing Partner, Waste Creative.
Mike Petricevic and Visar Statovci, the two co-founders, will continue working with the firm. The duo founded Waste Creative in 2006.
Waste Creative is expected to generate $10 million in income by June 2022.
The purchase is designed to address the increased demand for games-as-a-service assistance, focusing on engagement and retention.
Keywords also recently opened a second studio in Canada to concentrate on game testing, and in September, Bertrand Bodson was named its new CEO.
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