Splay and Nice One to become SplayOne

June 18 2018

Nordic Entertainment Group (NENT Group) companies Splay and Nice One will merge to create SplayOne, a new Nordic powerhouse in branded entertainment operating as part of NENT Group’s studio business, NENT Studios.

  • Two companies within Nordic Entertainment Group merge to create one Nordic powerhouse in branded entertainment 
  • SplayOne to begin pan-Nordic operations in autumn 2018; Vigor Sörman named CEO
  • SplayOne to be fully owned by NENT Group and included in NENT Studios

As the Nordic region’s leading digital video network and online media house, Splay helps brands succeed in social media. Nice One is a content partner born in the entertainment industry and helps brands create formats and ideas reaching beyond traditional advertising. Both companies are part of NENT Group (Nice One as a fully owned subsidiary) but currently operate independently.


Anna Hammerlid and Vigor Sörman

The new company SplayOne will focus on creating branded digital content that helps advertisers engage audiences on a wide range of platforms. The company will have a total of 116 employees in Denmark, Finland, Norway and Sweden, and will be fully owned by NENT Group. SplayOne will be part of NENT Studios, which spans 31 companies in 17 countries.

Vigor Sörman, founder and current CEO of Splay, will be CEO of SplayOne. Anna Hammerlid Tollesson, currently CEO of Nice One, will continue as CEO of SplayOne Sweden. The local management team of SplayOne in Sweden will also consist of Mårten Forslund, Viktor Linnell, Emanuel Eddyson and Mikael Ljung.

Anders Jensen, NENT Group President and CEO: “Every day, Splay and Nice One help companies develop and enhance their brands by creating engaging content for millennial viewers across a range of platforms. Bringing together these talented storytellers as SplayOne will give the new company a unique position in the Nordic branded content market.”

Morten Mogensen, CEO of NENT Studios: “NENT Studios comprises some of the most highly regarded and awarded production companies in the industry, and we are delighted to welcome yet another amazing storyteller to the family with SplayOne. Splay and Nice One are a perfect match; both are experts within the growing field of branded entertainment, and with this merger we will bring even greater stories to our customers.”

Vigor Sörman, CEO of SplayOne: “Successful content marketing is all about entertaining stories and smart distribution. SplayOne stands out in both areas and will enable brands to cut through the noise in an effective and relevant way. We’re building a Nordic powerhouse in branded entertainment.”

Further details of SplayOne’s brand, organisation and strategy will be presented in early autumn. 



Nordic Entertainment Group (NENT Group) is the Nordic region’s leading entertainment provider. We entertain millions of people every day with our streaming services, TV channels and radio stations, and our production companies create exciting content for media companies around the world. We make life more entertaining by enabling the best and broadest experiences – from live sports, movies and series to music and original shows. Headquartered in Stockholm, NENT Group is part of Modern Times Group MTG AB (publ), a leading international digital entertainment group listed on Nasdaq Stockholm (‘MTGA’ and ‘MTGB’). NENT Group is proposed to be listed separately on Nasdaq Stockholm during the second half of 2018.

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