Smyle Group has acquired gaming and esports-focused events company NJ Live for an undisclosed sum. The deal is effective immediately and both companies hope to capitalise on each other’s strengths as part of an ambitious post-pandemic growth strategy.
NJ Live was founded by Nick Joyce in 2003 in Acton, West London, and has grown to become an expert in the fast-growing gaming and esports segment of the events industry. Its gaming launch platform ‘Ghost’ is considered to be a significant development, helping propel NJ Live into a leading position in the field. This segment is large and has strong growth prospects: in 2020 there were 2.8 billion gamers worldwide, helping fuel the £200 billion global video game industry. Gamification is becoming increasingly sought after in business events.
The deal includes the assets and intellectual property of NJ Live, as well as its 20 strong workforce. Nick Joyce will remain at the helm of NJ Live with the support of the Smyle and NJ leadership teams. Both Smyle and NJ Live will continue to operate as independent entities, but with shared services and programs. Being part of Smyle will open up opportunities for NJ Live to use the Smyle Group’s strengths in the areas of experiential, creative, technical, production and scenic.
“We are thrilled that NJ Live is joining the Smyle family and are looking forward to doing great work and helping each other thrive for the benefit of both our clients and our people,” said Rick Stainton, founder and group executive director of Smyle Group. “NJ’s team has long demonstrated a commitment to exceptional client work. They do this through technical expertise, sector knowledge, dynamic innovation and diligence. 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.”
“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,” said Nick Joyce, founder of NJ Live. “Both Smyle and NJ Live have shown innovation and a confidence in the return to physical events. 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.”
No redundancies are expected as a result of this announcement.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
