Keywords Studios, which provides technical and creative services to the global video games industry, has acquired independent creative agency Waste Creative.

Based in London and founded by Visar Statovci and Mike Petricevic in 2006, Waste Creatives 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. Statovci, Petricevic and the entire team will remain with the business.

Keywords Studios said the acquisition will help to address the increasing demand from its 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.

Keywords Studios has also announced the acquisition of Wicked Witch Software, a 73-person video game development studio in Melbourne, Australia.

“We are delighted to have further strengthened the Keywords group by adding such talented teams in London and Melbourne,” said Keywords Studios CEO, Bertrand Bodson. “”I am delighted to welcome Visar, Mike and the talented Waste Creative team to Keywords. We are really looking forward to working with Waste Creatives highly skilled and experienced team. Games-as-a-service marketing support, with a focus on community growth and fan retention, are areas of increasing importance to our clients, and Waste Creative will help us meet that growing demand and provide them with extensive and more integrated marketing solutions.”