Gaming Realms boosts marketing power with strategic tie-up

Gaming Realms is entering a strategic partnership with digital marketing company Ayima as the firm looks to boost its marketing capabilities.

Ayima will provide marketing services to the gaming supplier with a focus on promoting games on the Group’s proprietary platform.

The gaming supplier will inject assets into Ayima in return for a 10% shareholding, valued at more than half-a-million pounds.

Gaming Realms’ assets include certain clients and the Facebook traffic buying team from the firm’s subsidiary Quickthink Media.

Cenkos analyst Simon French believes the deal completes the reshaping of Gaming Realms into a focused developer and publisher of mobile gaming content and brands with a lower fixed-cost base.

“We think this will deliver a high quality earnings stream as the group leverages its own technology and in-house development capabilities to reach the broadest possible audience through B2C real-money and social gaming combined with B2B licensing deals,” French said.

Gaming Realms recently unveiled a Britain’s Got Talent-branded online casino as part of a three-year partnership with TV and digital content firm FremantleMedia.