Game invests £20m in eSports events acquisition

Video games retailer Game has acquired Multiplay, which organises a range of competitive gaming events, for £20m.

Game: the company made a game about itself last Christmas
Game: the company made a game about itself last Christmas

Game claimed the deal would significantly expand its own events and "eSports" programme and drive deeper interaction with gamers.

Multiplay runs Insomnia, the UK’s largest eSports event, which registered a 60 per cent rise in visitor numbers last year. It also provides promotional services to game developers and technical services for online gaming.

Martyn Gibbs, Game's chief executive, said: "The world of live events, eSports and multiplayer gaming is growing rapidly and one we have been looking to enter for some time."

All of Multiply’s 50 employees will remain with the business and Craig Fletcher, its founder and CEO, will continue to lead it, reporting to Gibbs.

Last August Amazon acquired Twitch, an online video service used by gamers to share footage of their gameplay, for $970 million (£585 million).

In January giant talent agency WME-IMG also moved into the eSports market by buying Global eSports Management, which represents a number of high-profile tournament players.


Recommended

Topics

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More