Vidgame lifestyle entity to operate alongside Smosh, ClevverTV
Alloy Digital has acquired videogame lifestyle website the Escapist from Themis Media.Financial terms were not disclosed, but Alloy will continue to operate the site alongside its Smosh Games venture. Smosh ranks as the third most popular YouTube channel, according to comScore, while Smosh Games boasts more than 740,000 subscribers and has surpassed 40 million views in seven weeks since its debut. Both sites target 12-34-year-olds, a coveted demo for advertisers. The Escapist, which bowed in 2005, and offers up daily content on videogames, attracts more than 3.3 million monthly unique visitors, according to comScore, with its YouTube channel having generated more than 30 million lifetime views. Its audience spends on average 6.3 minutes on the site per visit. “Joining forces with Alloy Digital allows the Escapist tremendous opportunities to bring our premium content to an even wider audience and offers significant promotional synergies that will further build upon a brand that has uniquely captured a passionate and dedicated community,” said Tom Kurz, co-founder and chairman of Themis Media and the Escapist. Alloy Digital sees the acquisition as a way to grow its online media network of sites that have seen traffic increases over the past three years, and provide the company with “deep reach into a key demographic, as well as measurable gains and consistent returns for our partners and advertisers,” said Alloy Digital CEO Matt Diamond. Alloy’s sites, which include ClevverTV and Shut Up! Cartoons, attract more than 90 million consumers each month, with 53% of the audience made up of 12-34-year olds. Alloy Digital claims more than 26 million followers across its multiple social media profiles. Purchase, which follows the acquisitions of studio and talent management firm Generate, women’s lifestyle network B5Media, and YouTube channel Clevver Media this year, now also gets Alloy into the conference biz, through the Escapist Expo, which attracted 5,600 attendees in its first year, when it was held in Durham, N.C, in September. “Themis Media has tapped into a massive market of entertainment and gaming enthusiasts with quality content that both complements our own gaming platforms and immediately expands our connection with this desirable audience,” Diamond said. Themis Media was advised on the sale by Redwood Capital and A. Buchholtz & Co.
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