4th May 2016 07:19
LONDON (Alliance News) - Video games retailer GAME Digital PLC on Wednesday said it has struck a deal to acquire augmented reality software company Ads Reality Ltd for up to GBP20.0 million.
GAME will pay GBP2.0 million upfront to acquire the business, with a further GBP18.0 million due subject to Ads Reality meeting performance targets.
Ads Reality provides augmented reality software for the video game, retail and entertainmnt industries.
GAME said the deal will back its push to become an effective digital marketing services provider to its publisher partners by boosting its digital capabilities.
"This is an exciting acquisition for GAME. Ads Reality's Augmented Reality technology will form an important pillar of our future digital engagement strategies, both with our customers and our supplier partners," said GAME Chief Executive Martyn Gibbs.
"Their innovative technology provides us with the ability to launch immersive and fully integrated offline-online campaigns, merging the virtual and real worlds for our customers in exciting and engaging ways and providing a truly connected customer experience," he added.
GAME shares were untraded on Wednesday morning, having last traded at 108.75 pence.
By Sam Unsted; [email protected]; @SamUAtAlliance
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