NYX Gaming Group to acquire Betdigital

NYX Gaming Group has agreed a deal to acquire gaming content and platform supplier Betdigital.

The purchase price consists of an upfront cash payment and earn out over three years, with the maximum aggregate consideration totalling £24.5 million (€31.8 million/$35.4 million).

NYX said in a statement that the total assets acquired were less than 5% of its total assets as of March 31 of this year.

Founded in 2011, UK-based Betdigital creates gaming content for online, mobile, interactive TV and land-based gaming platforms, and will provide NYX with a game development platform and studio that caters for the UK retail and online markets.

NYX added that the acquisition will allow it to “further exploit opportunities for games development” as well as leverage existing NYX studios for game design and art.

“In Betdigital, we have identified an asset that will strengthen our reach and underpin the global content strategy of the company,” NYX chief executive Matt Davey said.

“Particularly, Betdigital allows NYX to strengthen its position in the UK market, providing another unique flavour of regional expertise and omni-channel content that will benefit NYX and OpenBet customers and shareholders immediately and over the long term.”

Heath Samples, chief executive and general counsel at Betdigital, added, “We are well-positioned to help NYX gain maximum returns from their plans for omni-channel expansion.

“Being a part of the NYX family will accelerate Betdigital’s growth story by leveraging the cross sell opportunities available with the NYX customer base and by providing them with world-class content.”

The deal comes after NYX last week hailed its ongoing merger and acquisition strategy as one of the main reasons behind a year-on-year increase in revenue and profit during the opening quarter of the year.

Related article: NYX hails M&A strategy as revenue and profit rocket in Q1