GroupM to acquire The Glitch

WPP owned media agency GroupM has agreed to buy a majority stake in the independent digital creative agency The Glitch, which will retain its branding. The acquisition will strengthen GroupM growth plans by offering its clients access to a wide portfolio of digital marketing services and content solutions.

The Glitch employs 240 people working out of offices in Delhi and Mumbai offering digital, planning and content services. It handles over 30 clients across brand categories with some of its key clients such as video streaming platform Netflix; fast moving consumer goods firm Hindustan Unilever, dating app Tinder and online hospitality firm Oyo Rooms.

GroupM operates WPP’s media agencies including Mindshare, MEC, MediaCom, Wavemaker, Essence and Motivator in India. Its primary purpose is to maximize the performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, and proprietary tool development. It handles blue chip clients such as consumer goods firm ITC Ltd, telecom firm Vodafone, retail chain Shoppers Stop, auto giant Tata Motors, e-commerce platform Myntra, liquor company Pernod Ricard and Hero MotoCorp Ltd.

In January last year, GroupM acquired a majority stake in the media agency MediaCom India, a joint venture between GroupM India and Sam Balsara, the principal shareholder of the Madison Media group. MediaCom India continues to operate as an independent brand.

Microsoft buys PlayFab

In the latest chapter of GAFAM’s continuing bid to conquer online gaming, Microsoft has acquired PlayFab, which helps game developers launch their titles online more quickly with simplified back-end services. The startup will be integrated into Microsoft’s Azure gaming group. The Seattle based startup had raised around $13 Million in funding from investors.

PlayFab offered game developers a platform to host and operate online games and the analytics tools to help understand and monetize users. The startup helped game developers cut down on the work needed to launch a title widely with infrastructure that could handle a global player base. While this pitch is one that obviously appeals largely to indie developers, the startup also boasted much larger customers, including Disney, NBCUniversal, Rovio and Capcom.

As major tech giants have wised up to the fact that there’s much more to the gaming market than mobile, there’s been an increasing amount of attention paid to the backbone technologies enabling game development and monetization. Microsoft has been more in tune with this than most as they have focused on the company’s Xbox division and its latest console hardware and services.

The company has also been active in more consumer-facing gaming acquisitions like the interactive streaming service Beam just over a year ago and the social virtual reality app AltspaceVR this past fall.