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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).

Armenia

TaDa to Participate in MAC Yerevan Summit

Published

4 minutes ago

May 13, 2026

Wladimir P.

tada-to-participate-in-mac-yerevan-summit

TaDa Gaming is going to participate in MAC Yerevan summit, one of the industry’s most influential gatherings for affiliate marketing and online gaming professionals, this 26-27 May.

With a strategic plan to: expand its footprint in Eastern and Eurasian markets; strengthen its partner and affiliate network; and demonstrate its 240+ portfolio of performance-driven content and award-winning gamification tools, TaDa will host live demonstrations, interactive play and one-to-one meetings at Stand G10.

In addition, the team will reveal TaDa’s seamless API integration capabilities, data-driven performance insights across key markets and the flexible collaboration models that make TaDa a valuable partner.

Speeding up successful outcomes in the conversion funnel is also critical. TaDa’s approach to Eastern and Eurasian markets has seen the provider expand from a supplier role into a “Growth Partner” for operators.

This has turned TaDa products into high-performance engines for traffic acquisition and business results and seen the company take the award for Game Studio of the Year 2026 at AIBC Eurasia.

Access to high growth markets across the region has been further enhanced by TaDa’s raft of gaming licences including the Romanian ONJN, UKGC and MGA and new player acquisition channels have already opened up for the ambitious content provider.

Visitors to Stand G10 will also be able to discover how TaDa combines its premium product content with integrated marketing strategies to optimise this traffic to amplify brand recognition and player engagement and retention; and to scale affiliate revenue engines.

Ray Lee, Director of Business Development at TaDa Gaming, said: “Our focus is on delivering content that performs. MAC Yerevan provides the ideal environment to connect with forward-thinking operators and affiliates who are looking for scalable, revenue-generating solutions.

“From our unique fish-shooting titles, trademarked slot series and award-winning Crash games, we are delivering next gen gaming that is shaping the future of iGaming. We welcome everyone to visit Stand G10 and find out more.”

The post TaDa to Participate in MAC Yerevan Summit appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

AI

MGA Launches Consultation on AI Gaming Charter

Published

4 minutes ago

May 13, 2026

Wladimir P.

mga-launches-consultation-on-ai-gaming-charter

The Malta Gaming Authority (MGA) has launched a public consultation on a proposed AI Gaming Charter on the Ethical and Responsible Use of Artificial Intelligence.

The Charter has been developed in collaboration with the Malta Digital Innovation Authority (MDIA) and is intended to provide voluntary, principles-based guidance to support the responsible and transparent use of AI within the sector. It is designed to complement existing legal and regulatory frameworks, including the EU Artificial Intelligence Act, while reflecting the specific operational context of the gaming industry.

The post MGA Launches Consultation on AI Gaming Charter appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Admiral Bet

Amusnet Italy Announces New Strategic Partnership with Admiral Bet

Published

1 hour ago

May 13, 2026

Wladimir P.

amusnet-italy-announces-new-strategic-partnership-with-admiral-bet

Amusnet Italy has announced a new strategic partnership with Admiral Bet, marking another important milestone in the company’s expansion across key regulated European markets. By collaborating with a trusted and well-established operator, the provider continues to strengthen its presence in Italy.

Through this partnership, Admiral Bet players will gain access to a selection of Amusnet’s most iconic titles, known for their seamless gameplay, high-quality graphics and engaging mechanics. The integration is set to enhance Admiral Bet’s premium casino offering with content that has already proven highly popular among Italian players.

The initial rollout includes several flagship titles, such as the refined appeal of Shining Crown and Extra Crown, the dynamic rewards of 20 Golden Coins and the enduring favourite 20 Super Hot.

“Our collaboration with Admiral Bet represents a valuable opportunity to further strengthen our presence in Italy. It reflects our strong commitment to the market and our ambition to deliver top-tier entertainment to local players,” said Polina Nedyalkova, Director at Amusnet Italy.

“We are delighted to introduce Amusnet’s portfolio on Admiral Bet, further enhancing our content offering with a selection of titles that successfully combine the appeal of classic slot gameplay with refined visuals and intuitive mechanics. This integration represents another step forward in strengthening our product portfolio, allowing us to deliver a well-balanced and high-quality gaming experience that caters to a wide range of player preferences,” said Paolo Marchi, Managing Director of Admiral Bet.

This partnership further underscores Amusnet’s dedication to strengthening its footprint in regulated European markets, combining its leading game development expertise with Admiral Bet’s strong market reach and operational capabilities.

The post Amusnet Italy Announces New Strategic Partnership with Admiral Bet appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.