Barcelona-based programmatic adtech company Tappx announced the acquisition of video game developer From The Bench. Financial terms of the deal were not disclosed.
Tappx says the acquisition is part of its diversification strategy and its “clear commitment” to enter the mobile gaming sector.
From The Bach, a Spanish mobile sports games developer, is best known for the Fantasy Manager series which have more than 20 million downloads. The franchise also had partnerships with more than 50 soccer clubs from around the world, including Real Madrid CF and FC Barcelona in Spain, and Juventus in Italy, among others.
Tappx says the acquisition will allow the company to improve its offering to both advertiser and publisher partners. Advertisers will be able to benefit from new, 100% controlled inventory, while publishers monetizing their inventory with Tappx will be able to take advantage of any findings and new developments from its activity in the mobile gaming sector.
“The acquisition of From The Bench allows us to progress in our growth objective by prioritizing high-quality inventory: exclusive, direct and without intermediaries. We will also be able to explore the profitability of new areas such as in-app purchases or assets based on NFTs,” said Daniel Reina, CEO of Tappx.
“In addition, we will take advantage of the learnings from video game development to better understand the ecosystem and add value to all mobile app publishers that use our monetization and user acquisition services.”
For the year ending 31 December 2021, Tappx reported a 97% year-on-year revenue growth and a 25% increase in the company’s workforce.
In September 2021, the company announced the acquisition of video generation and monetization platform PlayOn Content for an undisclosed amount.