Insider Media Limited

Brandplay UK, based in Northampton, has been acquired by RAM Active Media for an initial payout of £130,000.

Hertfordshire-based RAM is a holding company which invests in digital out-of-home media, communications and intellectual property.

Brandplay UK operates an installed network of 11 interactive floor projection systems in UK shopping centres. As part of the deal, RAM will also acquire the installed network of interactive floor projection systems from another subsidiary of Brandplay Group.

It will trade under the brand name of RAM Interactive and be managed by the commercial and sales teams of RAM Vision.

RAM will acquire the entire issued share capital of Brandplay UK as well as certain assets of the company, for an initial £130,000.

In addition, a further issue of 3,500,000 new RAM ordinary shares of 1p will be triggered on completion of the first successful interactive campaign under the RAM Interactive brand. Further earn out payments may be made out of revenues earned from the network, confirmed the holding company.

RAM chairman Tim Baldwin said: "RAM Vision is the largest network operator of landscape format DOOH media in the UK shopping malls. The acquisition of Brandplay's large format interactive projection network will enhance the product offering of RAM Vision to major brands and media advertising agencies who are increasingly interested in interacting and engaging with consumers out of home.

"No additional employees or office overheads have been taken over as part of the transaction so the acquisition will be cash and profit positive from the first sales on the platform."