Esports community platform Super League Gaming said it has acquired Bloxbiz, an ad-tech company focused on helping creators in Roblox and other online game services make more money.
The deal is valued at up to $17.5 million in cash and equity, with a $6 million base and the balance in earn-outs depending on hitting revenue targets over the next two years. Bloxbiz’s ad technologies reach 25 million monthly Roblox players in some 75 games and experiences there.
Super League, which is based in Santa Monica, Calif., provides tools for esports tournaments, gamer broadcasts, online communities, marketing activations and more. It claims more than 3.4 million registered users. Partners include Netflix NFLX , Logitech, Samsung, Top Golf, and esports team Gen.G. Its push into advertising is another way for the publicly traded company (NASDAQ: SLGG) to drive revenue, executives said.
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“There are exactly three reliable ways for brands to initiate an authentic relationship with gamers in today’s media landscape – in-game, in-stream, and in-content,” said Super League Chief Commercial Officer Matt Edelman, who added the acquisition makes Super League part of the in-game advertising ecosystem. “We can put marketers in front of a perennially elusive demographic audience at scale, while generating deserving revenue for enterprising game creators working hard to turn their passion into their livelihood.”
The decade-old Roblox, which went public this March, features more than 19 million games and other immersive experiences mostly created by its own users for tween and teen audiences. A small percentage of those creations have generated millions of dollars in revenue for their creators through Roblox monetization, but advertising and branded experiences are a booming area as companies explore the platform’s potential.
Bloxbiz has thrived alongside Roblox’s substantial growth in recent years. It now reaches 199 million active players per month, consultancy RTrack reported in January. Founders Ben Khakshoor and Sam Drozdov have become Super League executives, as technical director and director respectively over the Bloxbiz unit.
“Roblox is just the first stop on our mission to support creators across Metaverse environments,” said Khakshoor. “Super League has momentum and trust as a company that understands this space, which makes combining forces so exciting.”
Super League already has multiple properties – including Minehut, Mineville, and Pixel Paradise – in Microsoft MSFT -owned Minecraft, another hugely popular young-skewing game platform. The six-year-old company also owns Framerate, a video-clip provider for sharing gamer exploits on social media, and Virtualis Studios, a remote-video production studio.