Mastertronic dominates UK budget sector with Sold Out acquis

Budget software publisher Mastertronic has announced the acquisition of rival label Sold Out, creating the largest publisher in the PC budget sector in the UK, with a move into the console market planned in the near future. Mastertronic currently sells PC software at a UKP 9.99 price point, using two major brands, PC Gamer Presents and MAD, and this new deal will add Sold Out's extensive UKP 4.99 range to the firm's portfolio.

As part of the deal, Sold Out boss Garry Williams will become Group Business Development Director at Mastertronic, which is headed up by managing director Andy Payne and chairman Frank Herman. This is the second major acquisition for Mastertronic since the famous 1980s software publisher was resurrected as a value software specialist last year; it also purchased fulfilment specialists The Producers earlier this year, giving the firm a full range of manufacturing, distribution, customer relationship management and e-commerce services.

"More than 20 years ago, Mastertronic invented the value sector," commented group chairman Frank Herman. "With this acquisition of the clear market leader, it is our goal to be the sector! This means we will be offering more revenue to our publishing and retail partners."

"Sold Out and Mastertronic's brands remain the same," explained Garry Williams, "but the group gives us a super charged engine to drive them to warp speed."

Although the firm has not announced details of its intentions as yet, it's understood that Mastertronic hopes to enter the console budget software market in the near future.

News source: gamesindustry.biz

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