iCandy To Acquire 20% Stake In UK-based, Video Influencer Platform, Xcademy Ltd


iCandy Interactive Limited (ASX: ICI), a company from the media and entertainment industry group, is engaged in the development and licensing of mobile games. The company announced that it had entered a binding term sheet with Xcademy Ltd, which is a UK based Video Influencer Training and monetization platform.

Xcademy is at present, building and planning to launch a mobile-first platform, with an intention to provide an interactive tutorial, and training for people who are inclined, to learn about the creation of videos, to become Video influencers. 

Based on the due diligence and closing, iCandy has plans to invest approximately US$200,000 to acquire 20% stake in Xcademy and around US$100,000 for digital advertising. With the strategic collaboration between iCandy and Xcademy, iCandy would be now working closely with Xcademy to cross-promote, and cross-sell the product, and services of each other.

The company expects that through this strategic investment and collaboration with Xcademy, a positive material impact is supposed to be seen in the near to mid-term.

About the Video Influencer Market

Social media forms a part of every individual across the globe. Online video influencers or most popularly known as the YouTuber, are those public personalities who broadcast the independently produced video content, frequently on social media such as YouTube, Instagram, Tik Tok or Vimeo. Being popular, amongst the significant population across the world, the Video influencers play an essential role to reach out to the world’s population, that consume digital entertainment content, mostly through the mobile internet.

Based on the US statistics in 2018, it was found that the content of the YouTube, could reach beyond 90% of the adults, who are in the age group of 35-44, and above 95% of the population who are below 35 years of age.

As per, the recent media report by AdWeek, it is expected that in 2019, the influencer marketing market would be worth US$10 billion across the world.

Xcademy Ltd

When it comes to Xcademy Ltd, it may be interesting to know that the founder of the company is a 20- year old Joel Morris (JM) and 24- year old Oliver Bell (OB). JM is a popular British video influencer and is popularly known by JMX with more than 2.5 million subscribers. On the other hand, OB is a British gaming and blockchain entrepreneur/influencer.

Xcademy has an intention to offer tools and services that will help the video influencers to generate revenue from their video contents, based on the viewership they would gather, utilizing innovative affiliate marketing tools and business models.

The tutorial, training services and revenue generation program of the Xcademy platform are being designed and built, which is based on the extensive experience, and on the success achieved by JM along with his fellow video influencers, who are frequently seen on JM’s YouTube channel.

Xcademy platform would become the first mass-market solution to train the aspiring video influencers. The products provided by Xcademy would be through the “freemium” model, where the users would be able to use a few parts of the products, free of cost. For the other parts, they would be required to pay a subscription fee.

On 28 February 2019, ICI shared the presentation where it highlighted its monetizing strategy till FY2018.

On 9 January 2019, the company announced the launch of first ever blockchain game CryptantCrab which went live as well.

On 3 January 2019, ICI announced that it had fulfilled all conditions precedent of The Joyseed acquisition agreement.

In the last six months, the stock has generated a negative return of 43.81%. However, in the previous one month, the stock has generated a decent return of 22.92%.  The stock of the company last traded at A$0.059, without any further changes (as on 28 February 2019). The company has a market capitalization of A$18.25 million and approximately 309.33 million outstanding shares.


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