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NJ Live

Smyle Group acquires gaming events company NJ Live

Creative agency Smyle Group has acquired gaming events company NJ Live for an undisclosed sum, effective immediately, as part of a post-pandemic growth strategy for both companies.  

The deal includes the assets, intellectual property and the 20 strong workforce of NJ Live, which specialises in the fast-growing esports segment of the events industry.

Nick Joyce who founded the West London company in 2003, will remain at the helm of NJ Live as both continue to operate as independent entities, but with shared services and programs.

Joyce said: “We have been in contact with Smyle for over five years, and this is the natural next step in the relationship between the two brands.

“Adding gaming and esports to Smyle will expand its customer base, and Smyle’s scale and expertise will help open up new opportunities for NJ Live.”

Rick Stainton, founder and group executive director of Smyle Group, said: “Together we can develop best-in-class solutions for clients through and beyond this Covid disrupted environment, where more engaging, sustainable and measurable activations are being asked for.”

NJ Live and Smyle said no redundancies are expected as a result of this announcement.