MTG has taken its shareholding in the Scandinavian advertising video network to 81%. In addition to buying more shares from the company’s founders, MTG has also further invested in the company as it looks to accelerate its expansion.
Splay creates its own stars in videos that are seen in Germany, Norway, Sweden and around the world. Splay’s content is currently generating over 120 million monthly views (up over 900% since the beginning of 2014) on its 430 YouTube channels. Splay’s video stars have 14 million subscribers on YouTube and over 50 million followers on Instagram.
Splay primarily generates its revenues from advertising and influencer marketing campaigns for global brands like Coca-Cola, Unilever, P&G, McDonalds and L’Oréal. Splay’s sales grew more than sixfold in 2014 and are expected to double in 2015.
“Thanks to our cooperation with MTG, we have gone from a basement company to the market leader in our home markets. MTG’s continued investment in Splay makes it possible for us to continue building our brand, develop our talents, and accelerate our international expansion,” said Vigor Sörman, Founder and CEO of Splay.
Splay is just one element of a growing portfolio of complementary digital video entertainment companies held by MTG. Others include Viaplay (subscription video on demand), Viagame (esports), NetInfo (Bulgaria’s leading digital service provider), and MTG’s ‘Play’ advertising video on demand TV sites in 8 European countries.
Last week MTG announced its investment in a majority shareholding in ESL, which is the world’s largest esports company.