London-listed mobile gaming supplier Nektan has launched a new digital marketing division in partnership with Betfred founder Fred Done and Active Win managing director Warren Jacobs.

Nektan Marketing Services (NMS) will provide full turnkey services for Nektan's partners to acquire new gaming players via digital acquisition channels including paid search, media buying, management of affiliate networks, social media and search engine optimisation.

The services will be tailored to the specific requirements of each of Nektan's individual partners, which the provider said would help to improve the efficiency and effectiveness in the way customers are acquired and recruited.

NMS will be fully integrated with Nektan's existing product, customer support, relationship management and data analysis services on the company's proprietary gaming technology platform, Evolve.

"We are very pleased to be working in partnership with Fred and Warren, such well-respected and established gaming industry professionals,” said Nektan CEO David Gosen. “NMS will help us to more effectively work with and enable our partners to improve the rate and cost of their customer acquisition, thereby significantly increasing player lifetime values and profitability.

“Nektan is focused on delivering profitable growth and by incorporating best in breed marketing and acquisition services into our product offering under Nektan Marketing Services, the company has taken another important step on the journey."

Jacobs founded Active Win in early 2012 in conjunction with Fred Done and shortly after launched the gaming affiliate programme ActiveWins. For the past two years, the company has been helping to increase Betfred’s share of the online and mobile gaming market. Other gaming clients include Totesport, Bucky Bingo and Prospect Hall.

"Joining forces with Nektan to provide a first-class turnkey solution seemed like a logical next step for their business,” said Jacobs. “Fred and I have extensive experience in gaming customer acquisition and are excited about launching Nektan Marketing Services and working with Nektan's partners to grow their player bases."

Fred Done added: "Nektan's agility and passion are a perfect fit for the vision Warren and I had, this is a success story in the making."

Shares in Nektan plc (Co. Data) (AIM:NKTN) were trading up 1.02 per cent at 148.00 pence per share in London Wednesday morning following the announcement.