Services and software giant Keywords Studios has bought Italian PR agency LabCom.

The company has parted with €1 million ($1.05 million) upfront in cash for the comms firm and is issuing 12,412 shares over the coming three years based on certain metrics.

LabCom has worked with brands including Riot, Konami and Bethesda. This is the second PR company that Keywords has bought following its acquisition of UK outfit Indigo Pearl just under two years ago.

"We are delighted to welcome Marco and the LabCom team to Keywords," Keywords CEO Bertrand Bodson (pictured) said.

"Having worked closely with Labcom we are very impressed by the quality of the team and the excellent service they provide to household names in the video game and wider entertainment sector in Italy and beyond. This transaction broadens our reach in PR and communications services, and supports our strategy of building out a complete marketing offering for our clients. We are really looking forward to working with LabCom and supporting its growth as part of the Group"

LabCom boss Marco Giannatiempo added: "LabCom has always aimed to deliver constant growth over time and to broaden our customer service offering to further support our customers, enabling them to take advantage of new opportunities to promote their products. We are very excited by this important agreement and believe it will allow us to achieve excellent results in the coming years in Europe and beyond".