Freaks 4U Gaming Fully Acquired by Nodwin Gaming

Freaks 4U Gaming announces that Nodwin Gaming has increased its ownership in the Berlin-based agency to 100 per cent through a share swap valued at 30.3 million Euros. Just a few days ago, CEO Michael Haenisch announced that the company would have to make further job cuts in the current difficult market environment.

Freaks 4U Gaming announced that it has entered into definitive agreements with Singapore-based Nodwin Gaming International, a subsidiary of Nodwin Gaming Private Limited (a subsidiary of Nazara Technologies), to increase its existing 13.51 per cent stake in the company to 100 per cent in tranches through a share swap valued at up to 30.3 million Euros. Freaks 4U Gaming will become part of Nodwin Gaming. The Berlin-based company will become "a key driver of the group's collective capabilities, adding emerging market expertise to its core business," according to the announcement.

Freaks 4U Gaming will retain its brand identity and operational independence, with Michael Haenisch continuing to lead the company as CEO, working closely with Akshat Rathee, co-founder of Nodwin Gaming.

Michael Haenisch, CEO of Freaks 4U Gaming, stated: "We are thrilled to be joining forces with Nodwin Gaming to create a robust network and synergies unprecedented in our industry. Akshat is an incredible visionary and leader, our partnership has been quite the ride so far and we know the best has yet to come. With our shared vision and ambition, we look forward to driving our global expansion while spearheading innovation and growth for gaming and esports."

Nodwin had previously acquired a minority stake in Freaks 4U Gaming through a 3.6 million Euros convertible loan agreement initiated in December 2023, followed by a 4.4 million Euros contribution in January 2024, GamesMarkt covered it twice in German. Since then, both teams have been working closely to integrate their businesses and evaluate synergies. For example, Freaks 4U Gaming and Nodwin Gaming have collaborated on projects such as the PUBG Mobile Global Open and Esports World Cup, while also exploring new vertical business opportunities.

Co-Founder of Nodwin Gaming, Akshat Rathee, stated, "This acquisition is a pivotal step in our global growth strategy. By integrating Freaks 4U Gaming's expertise and resources, we are poised to deliver unparalleled services and expand our global footprint in the gaming and esports industries. In Michael, we have a person who is highly regarded across the world for his wealth of experience and expertise in the sectors. We also welcome all existing shareholders of Freaks 4U Gaming as Nodwin Gaming's shareholders."

Haenisch added: "Freaks has been the gateway to gaming and esports for over 20 years, moving forward we are excited to also become the gateway to emerging markets for brands and publishers, offering strategic guidance and scalable solutions we have been known for as a trusted agency partner in developed markets."

Just a few days ago, CEO Michael Haenisch announced that the company would have to make further job cuts in the current difficult market environment. He wrote on LinkedIn: "Last year we already went through layoffs and put people on short-time work, which also has been in effect so far this year due to some expected projects not materializing. After careful consideration, we have unfortunately concluded the necessity of additional reduction in workforce to stabilize our business. This decision has not been made lightly."

At first, Nodwin will increase its existing stake in Freaks 4U Gaming to 57 per cent. The remaining 43 per cent will be held by Freaks 4U Gaming CEO Michael Haenisch, Senior Vice President Product, TV & Media Productions Matthias Remmert and Co-founder Jens Enders. Existing investors of Freaks 4U Gaming (Co-Investor FRE and Game.Fin S.R.L) will become shareholders of Nodwin Pte.

Since its inception in 2002, Freaks 4U Gaming has evolved into a full-service agency specialising in strategic consultancy, online and offline activation and broadcast production in Europe and other developed markets. Founded in 2014, Nodwin Gaming has experienced phenomenal growth and has become a major player in emerging markets and the mobile gaming sector. "The integration of expertise and resources of Freaks 4U Gaming and Nodwin Gaming creates a uniquely competitive and unprecedented global delivery model, creating value for brands and publishers by bringing together the 'best of both worlds' from respective developed and emerging market leaders," according to the announcement.

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