Mobile game publisher Voodoo has acquired the "anti-Instagram" app BeReal for €500 million ($537 million). Voodoo, known for its free-to-play mobile games filled with ads, sees this acquisition as an opportunity to diversify into consumer apps.

Despite BeReal's initial burst of fame in 2022 and its subsequent decline in the spotlight, the social media platform has maintained a solid user base, boasting 40 million active users.

Mobile Game Publisher Voodoo Acquires 'Anti-Instagram' BeReal

Voodoo CEO Alexandre Yazdi expressed enthusiasm about the acquisition, saying the platform has strong user loyalty. Yazdi believes that combining the strengths of Voodoo and BeReal will allow the social network to reach new heights.

BeReal, founded in 2019, gained attention for its unique approach to social media. It focused on authenticity rather than the highly curated content typical of other platforms. It was essentially an anti-Instagram platform.

The app prompts users to post photos of their actions within two minutes each day, creating a more spontaneous and genuine sharing experience. Photos disappear after 24 hours, and the absence of likes or followers encourages users to share without the pressure of social validation.

In 2022, BeReal became the top social networking app in the Apple App Store and was named the iPhone App of the Year. This growth was driven by a user base that resonated with the platform's emphasis on authenticity. As the app's user growth stabilized, the focus shifted to enhancing its infrastructure.

In a press statement, Voodoo noted that half of BeReal's current user base uses the app at least six days a week. The platform is particularly popular in the USA, Japan, and France. 

Read Also: BeReal Responds to Report That It's Losing Steam in US

BeReal Will Be Having a New CEO

Alexis Barreyat, the founder and CEO of BeReal, commented on the acquisition, saying that Voodoo's resources and expertise would help guide BeReal toward a sustainable growth path.

Barreyat emphasized BeReal's ongoing mission to create an authentic social network connecting users with those they care about.

Aymeric Roffé, currently the CEO of Voodoo's social media app Wizz, will take a new role as CEO of BeReal and spearhead its operations. In the short run, Alexis Barreyat will still work closely with Roffé and Voodoo's management team.

Their joint efforts are focused on seamlessly integrating BeReal into Voodoo's operations and maximizing the app's growth potential. After the transition, Barreyat will return to developing new products, while Roffé will continue to guide BeReal's progress.

"Voodoo has a proven track record of driving significant growth in mobile apps. Their resources and expertise will help bring BeReal on a sustainable growth path while continuing to deliver on its mission to create an authentic world that keeps you connected with the people you really care about," Barreyat said in the statement. 

Related Article: Former Meta Engineer Sues Company Over Wrongful Termination Related to 'Fixing' Pro-Palestine Content Suppression