365 Corporation, the internet content firm, is to acquire internet sports and entertainment content company, Datanet Holdings Limited, for £31 million.
Datanet, which was founded in 1995, owns websites including Planet Rugby, one of the leading rugby sites on the web. 365 already owns RugbyRugby.com, which it bought in December, and rugby365.com.
In addition, London-based Datanet has developed high quality products in Cricket, Formula 1 and Horse Racing with unique statistical and editorial content and top contributors such as South African cricketer Allan Donald and rugby's former world record points holder Michael Lynagh.
Datanet's entertainment division runs a network of live multi-player trivia games under the Planet Trivia brand. The network enables thousands of users to compete against each other in real time in a global trivia challenge. Planet Trivia can now be delivered across 365's multiple digital platforms.
Datanet has content distribution deals with a number of the leading portals and ISPs and is currently producing the software and technology to deliver its content across multiple platforms.
Dan Thompson, chief executive officer of 365, said: "Our expanded content offerings, and the size of our combined audience, provide a strong platform as we continue to develop revenue streams such as ad sales and sponsorship, first and third party e-commerce, wireless applications and betting. We warmly welcome the Datanet team and look forward to working with them."