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Pri0r1ty Intelligence Group PLC on Friday completed the takeover of Halfspace Ltd, noting a contract win by its new subsidiary. Both based in London, Pri0r1ty provides software-as-a-service focused on AI, while Halfspace uses data capture for sports and entertainment advertising. The firms plan to share cross-selling opportunities, with Pri0r1ty noting the deal will support its expansion ‘into a new sector’ whilst speeding up growth for Halfspace. The merger’s completion came with the announcement that Halfspace has a marketing contract with what Prir0r1ty called ‘a major European sports rights holder’. Halfspace will use its GDPR-compliant Compass ID system to access audience data from the holder’s channels, websites and apps. As of Friday, Halfspace Chief Executive Rory Maxwell is Chief Operating Officer of Pror1ty. His Halfspace co-founders Sanjit Atwal and Stephen Schindler are also joining the enlarged business. Pri0r1ty Chief Executive James Sheehan said the merger will ‘create a powerful expanded offering of AI and data driven services to SMEs and global sports and entertainment brands’. He added that the contract win will allow the firm to ‘better understand and monetise existing and future customers.’ ‘Halfspace has a strong existing customer base with some extremely exciting new revenue generating opportunities on the immediate horizon,’ Sheehan added. Pri0r1ty shares were 0.1% lower at 5.74 pence on Friday afternoon in London. This comes after Pri0r1ty reported in June that it is launching a cryptocurrency integration service called Pr1bit. This will allow small and medium-sized UK businesses to adopt and manage bitcoin treasuries, the firm said. ‘Businesses are acknowledging customer demand to spend and invest in bitcoin,’ said Sheehan. ‘Those who don’t integrate will get left behind. Pri0r1ty is well positioned to capitalise on this shift. Our new product integration will enable SMEs to seamlessly and securely plug-in bitcoin payments to their ecosystems.’ Pr1bit operates via a multi-tiered subscription model. It offers a digital wallet where businesses can receive payment for goods and services, incorporating tools to track balances, price movements, and market sentiment. Pri0r1ty’s Advisor agent is part of the service, which operates on the crypto payment platform Coinbase Commerce. Copyright 2025 Alliance News Ltd. All Rights Reserved.
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