Keywords has announced the acquisition of Milan-based PR and communications agency LabCom.

The terms of the acquisition included an initial cash consideration of €1 million, with Keywords issuing “up to 12,412 new ordinary shares as consideration three years following the acquisition date provided certain conditions are met.”

LabCom tackles video games PR in Italy, for the likes of Riot Games, Konami and Bethesda, among others. It was founded in 2005 by Marco Giannatiempo, who is still heading the company and its 16 staff.

He commented: “LabCom has always aimed to deliver constant growth over time and to broaden our customer service offering to further support our customers, enabling them to take advantage of new opportunities to promote their products. We are very excited by this important agreement and believe it will allow us to achieve excellent results in the coming years in Europe and beyond.”

Last year, Keywords acquired UK PR agency Indigo Pearl for £1.1 million.