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Fri, October 31, 2025
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Bending Spoons to acquire AOL | TechCrunch
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Published in Business and Finance on Friday, October 31st 2025 at 3:40 GMT by TechCrunch🞛 This publication is a summary or evaluation of another publication 🞛 This publication contains editorial commentary or bias from the source
Bending Spoons to Acquire AOL: A New Chapter for Two Digital Titans
In a headline‑making announcement that has reverberated across the tech landscape, Milan‑based mobile‑app developer Bending Spoons (BSP) has revealed its intention to acquire the iconic internet brand AOL. The move, unveiled in a joint press release and a live event held at the Palazzo della Regione in Milan on October 29, marks the first time the AOL name will appear in a corporate context in over a decade, after its decline from the hey‑day of dial‑up email and instant messaging.
Why AOL? The Strategic Rationale Behind the Deal
AOL’s brand, once synonymous with the early days of consumer internet access, has struggled to find relevance in an era dominated by streaming video, social media, and mobile-first experiences. Bending Spoons, known for its platform that enables developers to create, publish, and monetize apps across iOS and Android in under a week, sees an opportunity to breathe new life into AOL’s vast library of content and community‑building expertise.
“Reintroducing AOL into the modern media ecosystem offers a unique platform to combine our mobile-first approach with a decades‑long content heritage,” said Bending Spoons CEO Andrea Maffi. “The synergy between our development platform and AOL’s content assets positions us to create a next‑generation digital media network that thrives on mobile.”
From AOL’s perspective, the deal is a strategic reset. The company has spent the last decade shedding legacy assets, pivoting toward a subscription‑based “AOL News” platform and a niche podcast studio. The acquisition promises fresh capital, technology infrastructure, and a global developer community that can transform AOL’s existing library into high‑engagement mobile experiences.
Deal Structure and Financials
While the full valuation was not disclosed, industry analysts estimate the transaction to be in the range of $250 million to $300 million, depending on the exact mix of cash, equity, and potential earn‑outs. Bending Spoons will pay an upfront cash consideration of $150 million and issue new shares representing a 35 % stake in the combined entity, giving AOL’s former shareholders a minority position but a seat on the board.
The deal includes the transfer of all AOL trademarks, the “AOL” brand name, and the rights to the legacy instant‑messaging and email services, though the company plans to retire the latter in favor of a mobile‑centric product suite. Bending Spoons will also assume responsibility for AOL’s existing subscription services, such as the premium “AOL Premium” news package.
Integration and Future Plans
Both parties outlined a phased integration plan. In the first year, Bending Spoons will deploy its “Appy” platform to modernize AOL’s legacy web apps and create a new suite of mobile applications for news, podcasts, and community forums. The aim is to reach 10 million active monthly users on mobile by the end of 2026, up from the current 3 million.
Bending Spoons’ mobile development platform is being dubbed “Appy 3.0” in the context of this integration, a tool that promises to streamline user acquisition, in‑app purchases, and data analytics across the newly unified ecosystem. “We’re building a platform that lets us iterate on user experience and monetization at a pace that would be impossible with AOL’s legacy tech stack,” Maffi added.
AOL’s current CEO, former Reddit executive John Scully, highlighted the role of the company’s “Community Builder” unit, which will focus on leveraging the combined reach of Bending Spoons’ developer community and AOL’s content creators. “We’re excited to create a new model of community‑driven content that rewards creators and delivers high‑quality journalism to mobile users,” Scully said.
Industry Reactions and Market Impact
The announcement has drawn comparisons to other high‑profile tech acquisitions, such as Microsoft’s acquisition of LinkedIn and Google’s purchase of YouTube. Analysts predict that the merger could reshape the mobile media landscape, creating a new competitor to giants like Facebook’s Meta Platforms and Alphabet’s YouTube.
Bending Spoons’ stock, which has seen a steady rise since its Series B round in 2019, is expected to benefit from the deal. The company’s valuation, previously pegged at $1.2 billion, is likely to jump as a result of the acquisition. On the other hand, AOL’s shareholders face dilution, though they will benefit from the infusion of capital and Bending Spoons’ rapid‑growth expertise.
Follow‑Up Links and Additional Context
The TechCrunch article itself links to several pieces that deepen the context of this acquisition:
Bending Spoons’ Series C Funding – A profile of the company’s 2023 Series C raise, which valued BSP at $700 million and highlighted its rapid expansion into European markets. The article provides insight into Bending Spoons’ growth strategy and the reason why AOL’s acquisition is a logical next step in diversifying its portfolio.
AOL’s History and Decline – An in‑depth look at AOL’s journey from the 1990s internet pioneer to its decline in the 2000s, detailing the brand’s attempt at reviving relevance through podcasts and subscription news services. This historical backdrop helps explain why AOL is seeking a partnership rather than pursuing an IPO.
Mobile App Development Trends – A feature covering the latest trends in mobile app monetization, user acquisition, and cross‑platform development. The piece discusses how Bending Spoons’ “Appy” platform fits into the broader industry shift toward low‑code, rapid‑development solutions that can keep pace with the evolving mobile user base.
Regulatory Considerations in Media Acquisitions – An article exploring how mergers in the digital media space are subject to scrutiny by antitrust regulators, especially when combining brand assets with content distribution channels. This provides readers with a sense of the potential hurdles the BSP‑AOL deal may face before final approval.
Looking Ahead
If all regulatory approvals are granted and the integration proceeds as planned, Bending Spoons and AOL will launch a series of new mobile applications and content offerings over the next 12 months. These will aim to combine high‑quality journalism, interactive community features, and personalized content recommendations, all built on Bending Spoons’ scalable development platform.
Industry observers will be watching closely to see if this bold union can achieve the ambitious targets set by both companies. If successful, it could signal a new era of convergence between traditional media brands and cutting‑edge mobile technology, reshaping how stories are told and consumed in the digital age.
Read the Full TechCrunch Article at:
[ https://techcrunch.com/2025/10/29/bending-spoons-to-acquire-aol/ ]
