Creative agency Smyle Group has acquired gaming and esports-focused events company NJ Live for an undisclosed sum.

The deal is effective immediately and will enable both companies to capitalise on each other’s strengths as part of an ambitious post-pandemic growth strategy.

NJ Live, which was founded by Nick Joyce in 2003 in Acton, West London, focuses on the fast-growing gaming and esports segment of the events industry and has developed its own gaming launch platform ‘Ghost’.

The deal includes the assets and intellectual property of NJ Live, as well as its 20 strong workforce.

Joyce will remain at the helm of NJ Live with the support of the Smyle and NJ leadership teams. Both Smyle and NJ Live will continue to operate as independent entities, but with shared services and programmes.

“We are thrilled that NJ Live is joining the Smyle family and are looking forward to doing great work and helping each other thrive for the benefit of both our clients and our people,” says Rick Stainton, Founder & Group Executive Director of Smyle Group.

“NJ’s team has long demonstrated a commitment to exceptional client work. They do this through technical expertise, sector knowledge, dynamic innovation and diligence. Together we can develop best-in-class solutions for clients through and beyond this Covid disrupted environment, where more engaging, sustainable and measurable activations are being asked for.”

Joyce added: “We have been in contact with Smyle for over five years, and this is the natural next step in the relationship between the two brands. Both Smyle and NJ Live have shown innovation and a confidence in the return to physical events. Adding gaming and esports to Smyle will expand its customer base, and Smyle’s scale and expertise will help open up new opportunities for NJ Live.”