As part of the deal, Advance will make a significant capital investment in Newzoo to accelerate its growth.
Newzoo, meanwhile, will support the expansion of Advance’s Sports Business Journal and its portfolio.
The games analytics firm will provide market intelligence, data and analytics for the traditional sports industry, much like it has done for games and esports.
Advance has investments in a range of media, communications and technology businesses, such as Reddit and Condé Nast brands such as Wired, Ars Technica and GQ.
Paid in Advance
“Since the recent rise of professional competitive gaming (esports) as a spectator sport, the border with traditional media and sports is blurring,” said Newzoo CEO Peter Warman.
“With new disruptive trends already appearing on the horizon, market intelligence on these topics has become crucial to an ever-growing range of industries.
“Keeping ahead of the curve requires a specialist firm with agility in its DNA. We are that firm.
“We set out to find a strong independent partner in media and tech with complementary lines of business.
“With Advance, we have found exactly that and much more. Being part of the Advance family of companies provides us with new opportunities, such as our partnership with Sports Business Journal, a prospect that I’m particularly excited about.”