Bent Pixels Acquires Sunny State Agency for $23M Creator Media Deal

Bent Pixels, recognized as the largest independent gaming and entertainment creator network globally, has acquired Amsterdam-based Sunny State Agency (SSA), a leading short-form content distributor and monetization partner on Snapchat, in a transaction valued at $23 million. The acquisition combines Bent Pixels’ extensive long-form creator network with SSA’s short-form distribution capabilities, creating a comprehensive cross-platform creator media platform.

The deal includes SSA’s portfolio of over 80 Snapchat Shows and its creator partnerships across platforms such as Snapchat, Facebook, TikTok, and MSN. All SSA employees will transition to Bent Pixels, with SSA’s Founder and CEO, Shady Dnaf, joining Bent Pixels’ Board of Directors and assuming the role of President of Bent Pixels Europe to lead growth initiatives across Europe and global markets.

Bent Pixels, founded in 2009, manages a network of more than 800 creators, including notable names like Topper Guild, Matthew Beem, Vanoss Gaming, Ninja, and Law&Crime Network. The company leverages proprietary data and infrastructure, including tools such as Pixel Fusion, Creator & Brand Portal, and a dedicated Billing Portal, to optimize creator revenue and enable precise brand targeting.

Sunny State Agency is a prominent short-form content distributor, ranking among the top global Snapchat publishers. It supports creators like Steve-O, Andrew Huberman, NikkieTutorials, and WhistlinDiesel, driving distribution and monetization across multiple social platforms. SSA’s strong presence on Snapchat and its extensive short-form content library complement Bent Pixels’ long-form focus.

Mike Pusateri, Founder and CEO of Bent Pixels, stated, “This acquisition marks a major milestone in Bent Pixels’ global growth strategy. SSA has built real scale in short-form distribution, particularly on Snapchat. We’ve built the sales engine, data infrastructure, and brand relationships to monetize that scale. Bringing those together is the opportunity. This positions us to lead creator media across platforms, and we’re excited about what comes next.” Shady Dnaf added, “Joining forces with Bent Pixels is an exciting next chapter for Sunny State. We’ve always focused on helping creators maximize their reach and revenue across emerging platforms. With Bent Pixels’ scale, infrastructure, and brand partnerships, we can accelerate that mission and bring even more opportunities to our creators and team.”

The acquisition strengthens Bent Pixels’ position as the largest independent creator media platform by integrating leading long-form and short-form content distribution capabilities. It expands the company’s global footprint, particularly in Europe, and enhances its ability to sell creator media directly across platforms where enterprise demand is growing but supply remains fragmented.

Financial terms include a $23 million purchase price for 100% equity ownership. Pickwick Capital served as the lead investment bank advisor, with legal counsel provided by Daniel Langston and Ari Raskas. Transaction financing details were not disclosed.

Strategically, the deal enables Bent Pixels to leverage SSA’s Snapchat scale to increase advertising revenue, expand its creator network, and enhance data-driven targeting for advertisers. Operational synergies include consolidating sales and marketing functions, integrating technology platforms, and streamlining creator management processes.

Looking ahead, Bent Pixels plans to integrate SSA’s short-form content tools with its existing platforms, including Pixel Fusion and the Creator & Brand Portal, to offer a unified experience for creators and advertisers. The company also aims to navigate integration challenges such as aligning corporate cultures, retaining key talent, and managing geographic expansion complexities.

This acquisition comes amid accelerating consolidation in the digital media and advertising technology sectors, where companies seek to offer comprehensive, cross-platform solutions to meet growing advertiser demand. Bent Pixels’ expanded capabilities position it to compete more effectively against other creator media platforms investing in proprietary data and ad tech.

Overall, the deal represents a significant step in Bent Pixels’ strategy to lead the creator media industry by combining scale, technology, and global reach across both short- and long-form content.