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UK Gaming Company Six to Start Bought by Australian Listed Olivex in USD9.5m Deal

Published

5 years ago

March 8, 2021

Reading Time: 2 minutes

UK company Six to Start Limited (Six to Start) is pleased to announce that it is being acquired by OliveX Holdings Limited the digital health and fitness company. OliveX will acquire 100 per cent of the issued shares of Six to Start for an initial cash and share consideration equivalent to US$6,650,000 and deferred, performance-based, consideration in cash and shares of up to US$2,850,000.

Six to Start is an award-winning UK-based game developer and fitness technology company which creates immersive and motivating smartphone audio stories and gaming experiences including Zombies, Run!, The Walk, and Zombies, Run! 5k.

Zombies, Run! is the world’s leading gamified health and fitness app with an average 300,000 active users per month, approximately 50,000 paid subscription users, and a digital fitness platform with augmented reality capabilities that have been recognised as best in class. Multi award-winning novelist Naomi Alderman is the main author of Zombies, Run!

Six to Start’s gamification assets include intellectual property, content creation and distribution channels that are strategically important to OliveX as it continues to commercialise its KARA Smart Fitness mirror – an interactive mirror that updates with live and on-demand workout classes.

As part of the acquisition, Adrian Hon, CEO and founder of Six to Start will become Chief Innovation Officer at OliveX whilst continuing in his role as Executive Director of Six to Start, further driving its growth and the execution of the company’s innovation strategy.

Adrian Hon, CEO, Six to Start said: “Six to Start has built a strong business model and a huge subscriber base of loyal users for our apps including Zombies, Run! and our growth strategy is a perfect fit with OliveX. We’ve both created innovative, game-changing technology that, when combined, will really advance the future of digital fitness making the

OliveX suite of products and solutions truly world leading. I’m incredibly excited to join OliveX as Chief Innovation Officer, and I’m really looking forward to what lies ahead.”

In relation to the acquisition, Hong Kong based Keith Rumjahn, CEO, OliveX said:

“At OliveX we’re passionate about making fitness fun, and that’s exactly what Six to Start does. With average revenues per paid subscriber exceeding £25 a year, and with real growth potential, Six to Start will bring immediate value to OliveX. Most importantly though we see enormous benefit in their global, loyal, subscriber base and the team’s product design and monetisation expertise.”

Tim Cooke, Chairman, and Jo Goodson, Non Executive Director, Six to Start, said: “Adrian and his team have demonstrated the creativity and strength of the UK games industry with the globally recognised brand Zombies, Run!

“Six to Start’s story-driven games have proved incredibly popular during the pandemic-driven lockdowns now that health and fitness are on people’s minds more than ever. Post lockdowns, Six to Start will continue to help millions achieve their fun and fitness goals by combining immersive and engaging online experiences with the real world, alongside massive companies such as Zoom, which have shown how integral they have become to people’s lives.”

OliveX intends to undertake a capital raising to raise a minimum of A$6,000,000 (before costs) in the coming days which will fund its initial cash obligations under the acquisition and provide additional working capital. In addition, OliveX hold a meeting of shareholders in due course to obtain any necessary shareholder approvals (including in relation to the issue of shares and performance rights under the Acquisition).

asia-pacific

Groove shortlisted for Best Aggregator at SiGMA Asia Awards 2026

Published

10 hours ago

May 21, 2026

Wladimir P.

groove-shortlisted-for-best-aggregator-at-sigma-asia-awards-2026

Groove has been named a finalist for Best Aggregator 2026 at the SiGMA Asia Awards, with the ceremony scheduled for 2 June 2026 at the SMX Convention Centre Manila during the SiGMA Asia Summit.

The shortlist was announced by Global Gaming Insider, according to the company. Groove said its platform aggregates more than 15,000 games from over 150 providers via a single API.

Giusy Campo, Business Development Director at Groove, said: “This shortlist is external recognition of a truth we already feel internally: Groove is moving at a different pace. Asia is not a single market, it is a collection of distinct regulatory environments, player behaviours, and partnership opportunities”

Campo added: “Our platform is built to respect that complexity, not smooth it over. Being named a finalist for Best Aggregator tells us that our approach; deep integration, localised content strategies, and commercial precision; is resonating with the operators who matter most in this region. We are not just bringing games to Asia. We are bringing a roadmap for sustainable growth.”

Yahale Meltzer, Co-Founder and CEO of Groove, said: “The aggregation space is crowded. Differentiation is everything. This nomination confirms that our vision, transforming aggregation from a commodity into a strategic growth discipline, is taking hold.” He added: “Operators across Asia are no longer asking for just volume or speed. They are asking for structural resilience, data intelligence, and a partner who can execute across fragmented regulatory landscapes with precision. Groove delivers that. To be recognised alongside the best in Asia is a privilege, but the real work continues in Manila and beyond. We are here to win, not just awards, but the trust of the operators who build their businesses on our platform.”

The post Groove shortlisted for Best Aggregator at SiGMA Asia Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

data providers

DATA.BET reports 168% turnover growth from virtual content in Q1 2025–Q1 2026

Published

10 hours ago

May 21, 2026

Wladimir P.

data.bet-reports-168%-turnover-growth-from-virtual-content-in-q1-2025–q1-2026

DATA.BET says turnover from its virtual content grew 168% between Q1 2025 and Q1 2026, with the supplier reporting the product accounted for 39% of total virtual sports turnover and 45% of profits over the period.

The company said the content is developed fully in-house and delivered through automated bot-vs-bot matches that run 24/7 without dependence on real-world fixture schedules. DATA.BET positioned the format as a way to provide continuous events and reduce operational overhead for operators.

Across the same period, DATA.BET reported +299% active users, +129% across clients GGR, +246% events per quarter, and +218% bets placed.

DATA.BET also said the audience profile overlaps with live football bettors, which it believes supports retention during seasonal breaks. The supplier added that the algorithm-driven format “carries no fraud exposure,” supports In-Stream Betting overlays, and provides near-zero latency between broadcast and market updates.

“Over the past year, our bot-vs-bot virtual content has delivered consistent, measurable results across every operator deployment. Building e-Football in-house gives us the flexibility to configure it to what each operator actually needs — whether that is a specific league structure, a particular mix of bot and player content, or a branded competition format,” mentioned Rostyslav Likhtin, Head of Product at DATA.BET.

The post DATA.BET reports 168% turnover growth from virtual content in Q1 2025–Q1 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

content studios

155.io makes fintech debut with Coverd partnership

Published

10 hours ago

May 21, 2026

Wladimir P.

155.io-makes-fintech-debut-with-coverd-partnership

155.io has signed a partnership with US-based fintech platform Coverd, marking the content studio’s first move into fintech. The deal was announced Thursday 21st May 2026.

Under the agreement, 155.io’s real-world games will be integrated into Coverd’s platform. Coverd said the integration is designed to turn everyday transactions into interactive experiences where users can win the chance to have purchases covered through 155.io gameplay.

Sam Jones, Founder & CEO of 155.io, said: “This partnership gives us the opportunity to bring our content to a completely new audience. We share a philosophy with Coverd around disrupting and modernising industries through more interactive experiences. They understand that younger audiences expect entertainment and engagement across every digital touchpoint, including finance, which is exactly how we think about design.”

Albert Wang, Coverd co-founder, added: “Today’s consumer is actively embracing gamified products across every category, so there’s no reason personal finance should stay in the stone age. We’re excited to work with 155.io to make financial experiences more interactive and give everyone a chance to live big by winning back their purchases. 155.io’s next-gen content fits perfectly with what we’re building at Coverd.”

155.io said the integration will bring its interactive content—built around live-action footage and real-time mechanics—to Coverd users. The studio’s portfolio includes Rush Hour from its CCTV Game library, alongside Ducks.io and Snow Run.