Players Team

History

2024: Advertising holding Kokoc Group bought 85% of Players Team

In October 2024, it became known that the deal to acquire 85% of the Players Team influence marketing agency by the Kokoc Group advertising holding was completed. The transaction amounted to ₽150 million, while the founder of the agency Vasily Yashchuk retained a share of 13.75%, and the operating director Maya Lazareva - 1.25%.

The deal is aimed at developing the creative direction of Kokoc Group. Kokoc Group CEO Alexander Shokurov noted that the acquisition of Players Team is associated with plans for the development of the creative direction of the group. As part of the integration, a CPA platform with a large share of blogging traffic is being created within the holding, focused on small and medium-sized businesses.

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Players Team will be able to launch new products with bloggers using the CPA model and provide creative services to Kokoc Group clients. The founder of the agency, Vasily Yashchuk, will head the emerging Kokoc Creative division.

Maya Lazareva, Director of Operations of Players Team, stressed that the agency plans to expand its business geographically by already launching Players Kazakhstan and diversify its expertise. Partnership with Kokoc Group will allow you to create new products at the intersection of influencer marketing and digital services.

The transaction reflects an all-market trend towards the consolidation of large media groups with agencies specializing in influence marketing. In March 2023, VK acquired a controlling stake in DIDENOK TEAM, and in November of the same year, Gazprom-Media Holding bought 51% of Insight People.

Market experts note that influence marketing has become an integral part of brands' media strategies. Combining Kokoc Group's technology expertise with Players Team's expertise in creative advertising integrations sets the stage for the development of new marketing solutions.^[1]

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