Banking on the edge of Valve Software's Steam online digital distribution mechanics, European publisher Eidos Interactive has made a deal with part of SCi Entertainment Group Plc to acquire online distribution specialist Bluefish Media.

 

Bluefish Media uses a fusion of a good selection of content to distribute and reliable technology to provide entertainment software to their consumer base. Eidos plans to use Bluefish Media as a means to effectively distribute their own New Media (mobile and PDA) content, as well as their games for the growing casual market scene.

The merger will see the complete integration of Bluefish into Eidos' New Media division. The addition of the Bluefish staff will augment the publisher's "ability to integrate online distribution" into its operations. From an official press release, Simon Protheroe, New Media and IT Director of Eidos, said:

Online distribution of digital content is a key component of our strategy. In addition to offering our games via Bluefish's distribution network, this acquisition also gives Eidos the ability to build on Bluefish's platform and to drive online sales in a much more aggressive way over the coming months.