Playmaker Capital, Inc., a digital sports media company that lives at the intersection of sports, betting, media and technology, on Wednesday said it has acquired digital product agency Two-Up Agency Ltd.
Two-Up provides technical solutions to the online gaming industry’s biggest brands, bringing technology tools and knowledge of the market to clients including News International, BetGenius, William Hill, AtTheRaces, SkyBet and Sporting Solutions.
Two-Up was founded in 2016 by gaming technology expert Robbie Morris, who now joins the Playmaker leadership team.
According to Playmaker, Two-Up has collective expertise of the complex market within which the business operates. Among the specialist skills Two-Up provides its clients are: contextual ad widgets, including integrated betslips with conversion and tracking management; the creation, production and integration of scoreboard and data visualizations; product development, including native content, through sports, casino, bingo and esports; and free-to-play application builder services, all supported through a series of back-end engines and content management systems.
Playmaker said its acquisition of Two-Up will add a team of 24 experienced sales and technology experts spread across two primary offices in London, UK, and Krakow, Poland. This team includes 15 engineers with experience in the development of regulated betting products, monetization tools, free-to-play games, and APIs into major real money gaming operators.
Within the Playmaker ecosystem, Two-Up’s core technology products will be integrated into Playmaker’s newly announced proprietary technology stack, Playmaker Bench. Playmaker Bench features a collection of technology tools, integrated into a proprietary software platform that is designed to enhance user engagement and monetization.
Jordan Gnat (pictured), Playmaker’s founder and CEO, said in a statement Two-Up’s myriad products and areas of technical expertise will offer “immediate value add” to Playmaker Bench.
“I am pleased to welcome Two-Up into the Playmaker family, and am excited about how Robbie and his team will help bolster Playmaker’s technology offering,” Gnat said. “Two-Up has deep relevance, credibility and unrivalled connections within the online gaming world globally. With this acquisition, we have added yet more value to our shareholders, and taken another step toward achieving our mission of building an ecosystem of assets that will provide sports fans and our clients with outsized value.”
Morris, founder and CEO of Two-Up, added, “Playmaker is a natural fit for Two-Up. We complement the existing strengths within Playmaker well, and, as part of the Playmaker Bench technology suite, we will enhance Playmaker’s monetization efforts across owned and operated properties. We are excited and delighted to become a part of the Playmaker family. This opportunity will allow us to strengthen our core competencies, meaning existing and future clients will continue to benefit from what we set out to deliver in 2016.”
