Defy Media Sells Minority Stake to Viacom in Exchange for Its Gaming Companies

Defy Media Sells Minority Stake to Viacom in Exchange for Its Gaming Companies

Online video network acquires Addicting Games, GameTrailers and Shockwave

Defy Media has acquired Addicting Games, GameTrailers and Shockwave from Viacom, the media conglomerate that owns MTV, Comedy Central and Paramount Pictures.

Defy's network of online video channels reaches more than 155 million viewers a month and boasts more than 40 million YouTube subscribers. A lot of those viewers come to gaming channels like The Escapist, Gamefront and SMOSH Games, an offshoot of Defy's most popular channel, SMOSH.

This deal extends Defy's reach in that vertical, as the three online properties host free games and videos about games. In exchange for the three sites, Viacom has taken a minority interest in Defy, the company formed last fall by the merger of Alloy Digital and Break Media. Lionsgate also owns a stake in the company.

“Games have only become more important to the audience we serve,” Defy Media president Keith Richman told TheWrap. “We're adding scale in our demographic, we're adding scale in gaming, and we get to work with Viacom. As we explore and grow the non-advertising part of our business, it's great to have a partner who understands that.”

 

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Defy and Viacom have also entered into a marketing and content syndication agreement to help Viacom's online properties reach Defy's active fan base. Defy can promote Viacom shows using its myriad online properties, and Viacom may look to Defy's library of videos for potential TV shows.