It appears that the acquisition is based around talent and Merscom’s branded games business. Playdom says that it plans to leverage Merscom’s expertise in working with IP owners as the gaming giant moves to develop partnerships with “powerful global brands.” Founded 16 years ago, Merscom has produced over 250 games in total and over 30 casual games for such brands as Lifetime Networks, Paramount and Starz Entertainment and is currently developing games for Sea World, Purina, National Geographic and NBC Universal.
Playdom, which recently brought on a new CTO, has steadily been expanding its presence on Facebook, most recently acquiring Facebook game developer Offbeat Creations and developer Three Melons. Playdom also invested $5 million in Facebook game developer MetroGames. Merscom has a number of Facebook games that will be added to Playdom’s arsenal.
In November, Playdom raised a massive $43 million at a $260 million valuation. According to our stats from November, Playdom has 28 million monthly game users. 60% of traffic is from MySpace v. 40% from Facebook. Playdom’s main competitor is gaming giant Zynga, which is a leading game developer on Facebook.