Mobile ad firm 24MAS acquires UK-based sports game dev P1 Sports

New games Android and iOS bound

Mobile ad firm 24MAS acquires UK-based sports game dev P1 Sports
There can't be all too much ink left in the pens over at Stockholm-based mobile ad firm 24MAS: throughout 2011, the company has signed deals to acquire service providers, games publishers, digital media agencies, and formed partnerships with carriers around the globe.

Its latest move is for sports game specialist P1 Sports, acquiring the studio behind licensed IP including Six Nations Rugby, Ronnie O’Sullivan, PDC Darts, Frankie Dettori and World Snooker Championships for an undisclosed fee.

The idea is, 24MAS's expertise in advertising will be a good match with the licensed-based nature of the UK studio's line-up.

Ad happy

"We look forward to joining forces with P1 Sports in this exciting episode of 24MAS," said 24MAS CEO Tero Turunen.

"The combination of P1 Sports' solid foundation in sports content and advertising, combined with 24MAS’s global distribution network of content and advertising services, means that we are able to tap into the multi billion dollar sports advertising and content markets."

The first games from P1 and its new owner will launch on iOS, Android, and other undefined mobile platforms before the end of the year.

"There is no doubt that this is an exciting time to be involved with 24MAS whose clear vision and proven track record in delivering value across multiple mobile platforms will make a big difference to the positioning of P1 Sports’ current portfolio of content," added P1 Sports founders Pete Russell and Gordon Dawson.

"With the global scale and solutions on offer at 24MAS, we will be able to continue to develop world-class apps and games, but for a global audience. Something that will have clear benefits for all our partners."

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.