Goodboy Digital acquired by global leader in instant games with the help of North East advisors

Playco, the world’s largest and most successful instant game developer, has acquired Goodboy Digital (Goodboy), the London based developer who created the PixiJS game engine and is known as a global thought leader in HTML5 technologies and game design.

Goodboy has for many years created world-class creative and gameplay experiences for global media brands like PBS, BBC and Nickelodeon.  The acquisition strengthens Playco’s position as the leading web-based video game developer by adding world-class technical and creative talent.   Goodboy, including Mat Groves, PixiJS creator and technical partner, and John Denton, creative partner, will be bringing their experience and insights as leading PixiJS contributors to Playco, a move that will turbo charge the open source project – a win not just for Playco, but for the entire PixiJS community.

“From the very outset, it was clear that the synergy between Goodboy and Playco was irresistible. We’ve both arrived at the same point on the map via different routes, but we share the belief that HTML5 will usher in a new era of social, connected play. Creating games specifically designed to bring friends and families closer together is more than a business opportunity, it’s a chance to do something genuinely meaningful,” said Goodboy Co-Founder Mat Groves.

The corporate team at Mincoffs Solicitors in Newcastle provided legal advice to Mat Groves, John Denton and James Walker on the sale of Goodboy Digital, led by corporate partner John Nicholson and corporate solicitor Max Gilchrist.

John Nicholson said: “It has been great to advise Mat, John and James on this significant and interesting acquisition.  Exciting times are ahead for Goodboy, Playco and the instant gaming industry as a whole.”

Lee Humble, Associate Partner, Corporate Finance and Claire Smailes, Senior Manager Corporate Tax at MHA Tait Walker accountants assisted Goodboy with structuring the transaction and then supporting the company through the completion process.

Lee Humble said: “We wish the best of luck to James, John, Mat and all of the team at Goodboy Digital following the completion of their sale to Playco. The combination of such a fast growth operator with a global footprint and a leading UK based developer provides the springboard for a very bright future and we are excited about what the future will bring for all parties. The gaming sector is extremely active at present, with consolidation across global borders increasingly common and we are delighted to have guided the team ahead of this transaction.”

Claire Smailes added: “We are delighted to have assisted the team at Goodboy with the successful acquisition by Playco.  It was a pleasure supporting them though the process and we are excited to see what the future holds.”

Since its founding in September 2020, Playco has enjoyed several hit games on the world’s largest social media platforms. Goodboy will help to expand Playco’s portfolio of top-performing instant games by leveraging deep technical and creative excellence in 2D and 3D formats. Audiences on platforms like Facebook, LINE, Snap, Zoom, and Tiktok can expect even more exciting, interactive experiences that look and feel amazing.

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