NENT Merges Splay, Nice One Activities

MTG’s Nordic Entertainment Group (NENT) has picked up the remaining 4 percent it didn’t already own of digital video network and online media house Splay and is merging the company with its branded-content outfit, Nice One.

NENT acquired the outstanding shares from Splay’s CEO and founder, Vigor Sörman, for SEK 8.8 million ($998,000) in cash. Splay will be combined with Nice One to create SplayOne as a “Nordic powerhouse in branded entertainment.” Sörman will serve as CEO of SplayOne, which will fall under NENT Studios. Anna Hammerlid Tollesson, currently CEO of Nice One, will be CEO of SplayOne Sweden. The merged company will have more than 110 employees in Denmark, Finland, Norway and Sweden.

Anders Jensen, NENT Group’s president and CEO, commented, “Every day, Splay and Nice One help companies develop and enhance their brands by creating engaging content for millennial viewers across a range of platforms. Bringing together these talented storytellers as SplayOne will give the new company a unique position in the Nordic branded content market.”

Morten Mogensen, CEO of NENT Studios, noted, “NENT Studios comprises some of the most highly regarded and awarded production companies in the industry, and we are delighted to welcome yet another amazing storyteller to the family with SplayOne. Splay and Nice One are a perfect match; both are experts within the growing field of branded entertainment, and with this merger we will bring even greater stories to our customers.”

Sörman added, “Successful content marketing is all about entertaining stories and smart distribution. SplayOne stands out in both areas and will enable brands to cut through the noise in an effective and relevant way. We’re building a Nordic powerhouse in branded entertainment.”