SuperAwesome Acquisition: Key Details, Impact, and What Comes Next

Epic Games' acquisition of SuperAwesome marks a significant milestone in the digital landscape. This strategic move underscores Epic's commitment to enhancing safe digital experiences for younger audiences. By integrating SuperAwesome's kid-tech expertise, Epic aims to set new industry standards for child safety and privacy, reflecting a broader trend towards more secure online environments for children.

What Is SuperAwesome?

Founded in 2013, SuperAwesome offers a suite of youth-centric solutions including rich media, video and display advertising, influencer marketing, and gaming experiences. Their unique selling points include a strong focus on safety, with certifications like KidAware and SafeFam, and tools like Awesome Intelligence for better youth engagement. Trusted by over 300 top brands such as adidas and DreamWorks Animation, SuperAwesome is dedicated to creating a safer internet for the next generation.

Who Acquired SuperAwesome?

Epic Games is a major player in the video game industry, known for developing and publishing popular titles like Fortnite and Rocket League. They also provide a digital distribution platform through the Epic Games Store, which competes with other major platforms by offering exclusive titles and free games. Additionally, Epic Games offers a suite of tools and services for game development, including Unreal Engine and MetaHuman, making them a significant force in both game creation and distribution.

When Was SuperAwesome Acquired?

Epic Games acquired SuperAwesome on September 25, 2020. This acquisition came at a time when the industry was increasingly focusing on online safety and privacy, especially for younger audiences. The move aligned with Epic's broader strategy to enhance digital experiences for children, integrating SuperAwesome's kid-tech solutions with Epic's resources. This acquisition also occurred amidst Epic's legal battles with Apple and significant investments in other tech platforms, reflecting a period of strategic expansion and consolidation in the tech industry.

Why Was SuperAwesome Acquired?

• Market Expansion: Epic Games' acquisition of SuperAwesome represents a strategic move to expand into the "kid tech" market, providing safe digital experiences and age-appropriate advertising for children. This move aligns with Epic's broader strategy to enhance its offerings and reach a younger audience. SuperAwesome's existing customer base of over 300 top brands and its reach to more than 500 million kids every month will now be integrated into Epic Games' ecosystem.
• Technology Integration: SuperAwesome’s technology, including the Kids Web Services (KWS) platform and AwesomeAds, will be integrated into Epic Games' suite of services. KWS provides a parental consent management toolkit, making it easier for developers to create safe digital experiences for children. This integration aims to provide safer digital experiences for children and enhance privacy compliance for developers using the Unreal Engine.
• Competitive Advantage: By acquiring SuperAwesome, Epic Games gains a competitive advantage in the market for safe digital experiences for children. The partnership between SuperAwesome and Epic Games creates a competitive advantage by combining SuperAwesome's expertise in kid-safe technology with Epic Games' extensive reach and resources. This collaboration allows both companies to offer unique, privacy-driven digital experiences for children, setting them apart from competitors.

Acquisition Terms

• Acquisition Price: The terms of the deal were not publicly disclosed.
• Payment Method: The payment method was not specified in the available information.
• Key Conditions or Agreements:
  • Epic Games will remain an investor in the newly independent SuperAwesome.
  • Kids Web Services (KWS) will remain a part of Epic Games and continue to support and scale for both Epic products and independent developers.
  • SuperAwesome will continue to focus on building a safer internet for the next generation and expand its ad platform, AwesomeAds.
  • Both companies share a commitment to building safe digital experiences for young audiences.

Impact on SuperAwesome

The acquisition of SuperAwesome by its management team from Epic Games has led to significant changes in operations and management. SuperAwesome now operates as an independent company, with CEO Kate O’Loughlin leading the charge. This shift allows the company to focus more intently on its mission to create a safer internet for children. While Kids Web Services (KWS) remains with Epic Games, SuperAwesome will continue to expand its ad platform, AwesomeAds, and develop new gaming and creator products, ensuring a robust and focused approach to youth engagement.

Employee and customer reactions to the acquisition have been largely positive. Employees have expressed optimism about the company's renewed focus and independence, while customers appreciate the continued commitment to child safety and privacy. The professional community has also shown support, with many congratulating the SuperAwesome team on social media platforms. For founders considering business transitions, tools like Sunset can assist in managing such processes compliantly, ensuring a smooth and efficient transition.