On Monday June 18, MTG’s Nordic Entertainment Group announced that it had acquired the remaining 4% of shares in Splay for SEK8.8 million (€853,000). A few hours later it then revealed that it was merging Splay with Nice One to create SplayOne, a “Nordic powerhouse in branded entertainment operating as part of NENT Studios.”
Prior to the merger, NENT described Splay as “a digital video network and online media house, helping brands succeed in social media”. It called Nice One “a content partner born in the entertainment industry and helps brands create formats and ideas reaching beyond traditional advertising”. United, it says SplayOne will create branded digital content that helps advertisers engage audiences on a wide range of platforms.
Vigor Sörman (pictured, right), CEO of Splay, will be CEO of SplayOne, which will have 116 staff and commence pan-Nordic operations in autumn 2018. Commenting, Anders Jensen, NENT Group President and CEO said: “Splay and Nice One help companies develop and enhance their brands by creating engaging content for millennial viewers across a range of platforms.
Bringing together these talented storytellers as SplayOne will give the new company a unique position in the Nordic branded content market.”
Sörman added: “Successful content marketing is all about entertaining stories and smart distribution. SplayOne stands out in both areas and will enable brands to cut through the noise in an effective and relevant way.” Alongside Sörman, Anna Hammerlid Tollesson (pictured, left), currently CEO of Nice One, will be CEO of SplayOne Sweden.