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Lewis Silkin advises the majority shareholders of Waste Holdings on its sale to Keywords Studios

12 January 2022

Lewis Silkin has advised Visar Statovci and Mike Petricevic on the sale of digital creative marketing agency Waste to Keywords Studios.

Waste Creative is a digital creative marketing agency based in London. Founded by Visar Statovci and Mike Petricevic in 2006, Waste Creative's talented team of 70 people provides strategy and creative production services, including player community management for mobile video game creators, including Supercell, Nintendo and Riot Games. In addition, the studio provides advice on the go-to-market strategy for new games and content as well as delivering high-speed, high-quality digital asset creation. Visar Statovci, Mike Petricevic and the entire team will remain with the business.

The sale will help to address the increasing demand from Keywords Studios’ client base for games as a service support covering the full marketing lifespan of games, from pre-launch support to post launch ongoing support, with a focus on community engagement and retention.

The Lewis Silkin team was led by corporate partner, Jo Evans, with support from tax partner, Matthew Rowbotham, corporate associate, Joe Lythgoe, and commercial associate Alex Meloy.

Commenting on the deals, Mike Petricevic co- founder of Waste said:

Jo and the team at Lewis Silken are absolute experts in their field. They have a deep understanding of the creative industry and all the quirks that go with it. They are an absolute pleasure to work with, down to earth, knowledgeable and have a great sense of humour which you need in such an intense process. When it comes to representing creative agencies they are the best in the business.

Commenting on the deals, Jo Evans said:

We have really enjoyed working with Mike and Visar on the sale on Waste Holdings to Keywords. We look forward to seeing Waste thrive in the next stage of its journey.”

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