Make Agency Acquires Two-Up to Expand iGaming Offering

Make Agency, in collaboration with DXG Group via its subsidiary Two Up Investments Ltd, has acquired the assets of Two-Up, a digital product agency with a strong presence in the sports, sports betting, and igaming sectors.

The acquisition enhances Make Agency’s position in the digital product space by integrating Two-Up’s technical expertise and industry experience. Based in London and Poland, Two-Up has delivered digital solutions to a range of well-known brands, including Stats Perform, At The Races, and NewsUK, with a focus on user experience, interface design, and front-end development tailored to the igaming and sports betting markets.

Make Agency, a London-based creative firm, aims to leverage this acquisition to deepen its service capabilities for operators and suppliers across the igaming sector. Two-Up’s operational knowledge and established client relationships are expected to complement Make Agency’s creative and strategic marketing competencies.

Leadership continuity and integration are also part of the transaction. Robbie Morris, formerly CEO of Two-Up, and Eugene Delaney, COO of Make Agency, will jointly oversee the next phase of growth. Delaney will additionally assume the role of Managing Director at Two-Up, bringing with him experience from previous roles at Podium, PA Media, Spotlight Sports Group, and Flutter.

The deal underscores a broader trend of consolidation and capability expansion among service providers aiming to meet increasing demand for specialised digital solutions in the global igaming landscape.

“We are pleased to integrate the valuable assets and expertise of Two-Up into the Make Agency family,” said Eugene Delaney. “Their specialised knowledge and impressive portfolio within the sports, betting, and iGaming sectors will be invaluable as we continue to grow and enhance our offerings in these key verticals. This acquisition allows us to provide our clients with an even more comprehensive suite of digital solutions, specifically tailored to the unique demands of this dynamic market.”

Robbie Morris added, “Joining forces with Make Agency represents an exciting new chapter. We are eager to integrate our expertise and collaborate with their talented team to deliver exceptional digital experiences for clients within the sports and gaming landscape. We believe this union will create significant synergies and allow us to continue to deliver innovative solutions in this specialised area.”