Keywords Studios, a global leader in creative and technology-driven solutions for the video game and entertainment industries, has announced an agreement to acquire Certain Affinity, a prominent Austin-based game development studio.
This acquisition strengthens Keywords Studios’ presence in North America.
The terms of the deal were not disclosed.
Founded in 2006 by Max Hoberman, Certain Affinity has played a pivotal role in shaping some of the most successful gaming franchises, including Halo and Call of Duty. The studio has collaborated on nearly 20 projects within these two legendary series, contributing to other major titles such as Hogwarts Legacy and DOOM.
In 2017, Certain Affinity sold a 20 percent stake in the company to Leyou Technologies Holdings Limited of Hong Kong for a $10 million investment. It also received a $5 million investment from Capstar Partners, an Austin-based private investment firm.
With over 180 professionals working out of Austin and Toronto, Ontario, Certain Affinity’s reach is far-reaching. The company’s ongoing efforts include EXODUS, an eagerly awaited game developed by Archetype Entertainment, a Wizards of the Coast subsidiary, and Hasbro.
Hoberman, Certain Affinity’s founder and CEO, and President & COO Paul Sams will continue leading the studio after the acquisition.
“We are thrilled to welcome Certain Affinity to the Keywords Group,” said Bertrand Bodson, CEO of Keywords Studios. “Their reputation in the industry is exemplary, and their expertise will greatly enhance our Create division, particularly in the U.S. and Canada. We look forward to working closely with Max, Paul, and their talented team as we drive growth together.”
Hoberman also expressed excitement about the partnership, especially amid a challenging market environment. “At this most difficult time in the market, we’re thrilled to be able to provide stability and a supportive home for our team. Keywords have shown immense respect for our culture and talent, and we are excited about their commitment to invest in our future,” he said. “Paul and I look forward to expanding our co-development capabilities, refining our lead development, and contributing to the growth of Keywords’ Create division.”
As part of Keywords Studios, Certain Affinity is poised to continue its legacy of working on blockbuster games while expanding its footprint in the highly competitive gaming industry.
