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Metacafe Gets Sporty, Acquires

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Metacafe announced today the acquisition of Action Sports, Inc., the defunct web video company whose properties include extreme sports site Fans of Go211’s catalog of snow, skate, surf and biking videos will be able to find that content as part of the upcoming Metacafe Sports section.

Metacafe received 12.26 million people in July 2010, according to comScore. According to the press release, the inclusion of Go211’s traffic will increase that number to nearly 17.5 million.

This deal follows Metacafe’s recent launch of a vertical for movies as well as an expanded gaming section, indicating the site’s move towards editorially driven content with proven audiences and its move away from user-generated content — UGC content that it was offering payment for until May 2009.

According to the release, will continue to operate as a distinct destination, and members of the Go211 team will join the site, including former Action Sports CEO Sean Aruda, who will become Metacafe’s Chief Revenue Officer. The site’s production team will not only bring more original content to Metacafe’s other video verticals, but will also contribute their expertise in live-streamed event coverage.

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