Two-Up has been acquired by Toronto-based Playmaker Capital, with the latter aiming to leverage the digital media sports company to strengthen technology offerings.

By acquiring Two-Up, Playmaker will incorporate a team of 24 sales and technology specialists at its two primary offices in London and Krakow, including 15 engineers with experience in the development of regulated betting products, monetisation tools, free-to-play games, and APIs into prominent money gaming operators.

Two-Up currently provides technical solutions to a number of major betting and media brands, including AtTheRaces, BetGenius, Sky Bet, Sporting Solutions, William Hill and News International.

“Playmaker is a natural fit for Two-Up,” remarked Robbie Morris, Founder and CEO of Two-Up. “We complement the existing strengths within Playmaker well, and, as part of the Playmaker Bench technology suite, we will enhance Playmaker’s monetisation efforts across owned and operated properties.

“We’re excited and delighted to become a part of the Playmaker family. This opportunity will allow us to strengthen our core competencies, meaning existing and future clients will continue to benefit from what we set out to deliver in 2016, which is a first-class service.”

Playmakers will further integrate Two-Ups core technology products into its ecosystem and proprietary technology stack, the Playmaker Bench, a product designed to enhance user engagement and drive monetisation.

Notable services which will be added to Playmaker’s platform as a result of the takeover include contextual ad widgets, the production and integration of scoreboard and data visualisations, product development free to play-to-play application builder services.

Product development activities will include native content through sports, casino, bingo and esports, whilst the contextual ad widget offering will feature integrated betting slips with conversation and tracking management, whilst all services will be supported by backend engines and content management systems.

“I am pleased to welcome Two-Up into the Playmaker family, and am excited about how Robbie and his team will help bolster Playmaker’s technology offering,” added Jordan Gnat, Playmaker Founder and CEO.

“Two-Up has deep relevance, credibility and unrivalled connections within the online gaming world globally. With this acquisition, we have added yet more value to our shareholders, and taken another step towards achieving our mission of building an ecosystem of assets that will provide sports fans and our clients with outsized value.”