The deal brings the specialist London-based events company into the Smyle Group of companies, offering growth opportunities and cross-pollination of ideas, skills and resources.

Today, June 18th, four times agency of the year and leading creative agency Smyle Group announces that it has acquired gaming and esports-focused events company NJ Live for an undisclosed sum. The deal is effective immediately and will see both companies capitalise on each other’s strengths as part of an ambitious post-pandemic growth strategy.

NJ Live was founded by Nick Joyce in 2003 in Acton, West London, and has grown to become an expert in the fast-growing gaming and esports segment of the events industry. Its gaming launch platform ‘Ghost’ is considered to be a significant development, helping propel NJ Live into a leading position in the field. This segment is large and has strong growth prospects: in 2020 there were 2.8 billion gamers worldwide, helping fuel the £200 billion global video game industry. Gamification is becoming increasingly sought after in business events.