Games services and development giant Keywords has made yet another marketing acquisition in social media specialist Digital Media Management (DMM).

The US based company is to become part of the firm's promotion-focused Engage division. Keywords has splashed $67.5 million on the deal, $57.4 million of which is in cash with the remaining $10.1 million doled out in shares. DMM also stands to receive another $32.5 million in cash and shares if it hits certain milestones.

DMM was founded in 2010 and is based in Los Angeles. The agency boasts over 200 members of staff and has worked across a variety of sectors, including video games.

“DMM brings KWS a top tier social marketing agency, world-class production location and capability, as well as a technology platform that can help scale its influencer offering,” Keywords CEO Bertrand Bodson (pictured) said. “As entertainment and games further converge, and we continue to add leading marketing services to our group, we believe we will unlock significant opportunities to engage billions of gamers and content creators. We are excited to work together with the talented and energetic leadership and team at DMM.”

DMM founder Luigi Picarazzi added: “We share Keywords’ vision for where media and entertainment are going, and we believe joining up will multiply our forces. The combination of DMM’s market-leading digital and social media capabilities and Keywords’ deep expertise and global reach will amplify our collective abilities.”