GAME sells Multiplay brand and hosting division for £19m – but keeps Insomnia events

The Multiplay Esports brand will no longer be associated with the UK's Insomnia gaming festivals.

Multiplay parent company GAME has sold Multiplay's hosting division to US-based game developer engine provider Unity Technologies.

Unity has acquired Multiplay Ltd and its game hosting business from GAME Digital for £19 million. However, the events business and its associated IPs (i.e. Insomnia) will remain with GAME.

This means Multiplay is no longer associated with Insomnia. GAME has already dropped the Multiplay and Multiplay Esports branding from its websites and social media accounts. For example, the Multiplay Esports Twitter page has been renamed to Insomnia Esports. The Multiplay Esports Twitch channel is currently a dead link.

 

"Multiplay is thrilled to be joining Unity for what will be an exciting new chapter."
Paul Manuel, Multiplay

 

Multiplay serves games including Titanfall 2, Rocket League and Rust. It will continue to operate under the Multiplay brand and the Multiplay game hosting team will join Unity while continuing to operate from Blackfield in the UK.

"The team at Multiplay have created scalable multiplayer technology that gives all game creators, from indies to AAA studios, the ability to create performant experiences that can serve hundreds of thousands of players at once," said John Riccitiello, CEO of Unity Technologies (and former EA boss).

"We welcome the Multiplay team to the Unity family."

Multiplay MD Paul Manuel added: "Multiplay is thrilled to be joining Unity for what will be an exciting new chapter.

"It’s a great fit because like Unity, it’s in our core to solve hard problems so game developers don’t have to. This deal will let us bring scalable AAA quality server technology and infrastructure to a much wider audience."

Multiplay was founded by Craig "Wizzo" Fletcher in 1997, who built Insomnia from the ground up and saw it move to the Birmingham NEC a few years back.

He is currently employed by GAME as SVP of esports and competitive gaming strategy.

The news comes after GAME announced it was looking to sell the Multiplay digital arm earlier this year.

GAME posted a dip in full-year profit earlier this month.

According to GAME's full-year reportMultiplay’s Digital sales more than doubled from £2.1 million to £4.5 million, whilst Multiplay’s Events and Esports sales increased almost 50%, from £4.8 million to £7.3 million. 

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  1. […] game retailer, despite posting a large loss recently and the Multiplay division being eaten up by Unity Technologies.  Which could potentially affect this, because Belong is part of both […]

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