Axesinmotion acquired by Verve

Media and Games Invest SE has acquired 100 percent of the shares of AxesInMotion S.L., a mobile games developer with a portfolio of racing titles and a user base exceeding 700 million downloads. The transaction was announced in April 2022 and the parties agreed to close the deal in May 2022, with the purchase price consisting of a fixed cash component and a contingent earn‑out tied to post‑closing EBITDA performance. The acquisition follows MGI's strategic shift toward an advertising‑software platform that relies on proprietary first‑party data sourced from owned gaming content, positioning the combined entity to address evolving privacy constraints in digital advertising. From MGI’s perspective, the deal provides immediate access to a high‑margin, ad‑driven revenue stream and expands its data assets, thereby strengthening its ability to offer advertisers audience segments that are derived from in‑game behavior rather than third‑party identifiers. The integration plan includes embedding AxesInMotion’s titles into MGI’s ad‑technology stack, enabling cross‑selling of advertising solutions to the games’ user base and applying MGI’s acquisition expertise to accelerate user growth. Expected outcomes involve leveraging programmatic ad capabilities to increase monetization efficiency, extracting additional EBITDA through cost synergies in technology and operations, and enhancing the overall competitive positioning of the platform in a market where first‑party data is increasingly valuable.