Keywords Studios acquires Waste Creative and Wicked Witch

Keywords StudiosSharecast graphic / Josh White

Keywords Studios

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17:15 22/10/24

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Video games industry services provider Keywords Studios said on Tuesday that it had acquired digital creative marketing agency Waste Creative and Australian video game developer Wicked Witch Software.

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Keywords will pay up to £9.8m for Waste, made up of an initial consideration of £2.2m in a mix of cash and shares and up to £7.6m dependent on the performance of the business over the three years from completion.

The AIM-listed group stated acquisition would help to address an increasing demand from its client base for games-as-a-service support to cover the full marketing lifespan of titles, from pre-launch support to post-launch ongoing support, with a focus on community engagement and retention.

For Wicked Witch, Keywords made a cash payment of $6.5m.

Chief executive Bertrand Bodson said: "We are delighted to have further strengthened the Keywords group by adding such talented teams in London and Melbourne."

As of 0910 GMT, Keywords shares were up 0.22% at 2,758.0p.

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Keywords Studios acquires Waste Creative and Wicked Witch