Adobe acquires Serious Magic

Adobe Systems Inc. has acquired Serious Magic Inc., a maker of video software and communications tools for the business, consumer, and education markets, the companies announced in late October.

Serious Magic’s solutions include DV Rack, a device that enables direct-to-disk recording of digital video, and Visual Communicator, easy-to-use software that extends the power of video communication to casual users.

Adobe is known for video software solutions that target more advanced users. Its video technologies include Flash Video; Premiere, a high-end video editing software program; and After Effects, which helps users create compelling motion graphics and visual effects.

By adding Serious Magic’s solutions to its holdings, the deal strengthens Adobe’s leadership position in video software for both casual users and professionals, Adobe says.

“The huge momentum behind Flash Video, which is powering everything from online TV shows to YouTube and MySpace, is turbo-charging Adobe’s video business,” said John Loiacono, senior vice president of Adobe’s Creative Solutions Business Unit. “The purchase of Serious Magic accelerates our vision to make not just video, but all dynamic media, an even more ubiquitous communications vehicle, whether you’re delivering content for the broadcast market, over the web, or on mobile devices.”

Adobe plans to continue to sell Serious Magic’s products, and future versions of Adobe’s video solutions will include Serious Magic technologies and software, the company said. Terms of the acquisition were not disclosed.

Mark Randall, CEO of Serious Magic and a 20-year video industry veteran, will join Adobe as chief strategist for Dynamic Media.


Adobe Systems Inc.

Serious Magic Inc.

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