IMG_Play Group launches operations in Denmark and Sweden – builds brand channel “Food TV” for Metronome.
The Evolution of the Online Video Strategy
The online video market has matured into a highly advanced ecosystem, where enterprises and organizations rarely maximize value using a single platform or vendor. Today, building a successful video strategy requires a connected value chain—combining multiple technologies, platforms, and services into one seamless solution.
To achieve this, organizations need platform-agnostic partners who can bridge the gaps between systems and deliver fully integrated, business-critical video solutions.
IMG_Play is a leading Nordic provider in the online video and streaming space, offering unbiased consulting and system integration services. By working independently of specific platforms, IMG_Play helps clients maximize the value of their next-generation online video platform (OVP) solutions.
After four successful years in Norway, IMG_Play is expanding into Denmark and Sweden, strengthening its Nordic presence.
The Danish expansion is led by OVP veterans Mads Kaysen and Karsten Vandrup, founders of Arkena (acquired by TDF Group in 2011).
“Video now plays a central role in business strategy,” says Mads Kaysen, CCO at IMG_Play. “It has evolved from a side activity into a business-critical tool.”
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Why Single-Platform Video Solutions Fall Short
Many organizations recognize the potential of video but struggle with implementation and value creation. IMG_Play addresses this by defining clear KPIs and focusing entirely on measurable outcomes—without bias toward any specific technology or platform.
=””>=””>=””>=””>=””>=””>=””>=””>start=”</yoastmark”>”1997″ data-end=”2291″>“After years as a platform provider, I saw how limiting vendor-driven advice can be,” adds Mads Kaysen</span&amp;amp;amp;amp;amp;amp;gt;</span>. “There was a clear gap in the market for independent advisors and specialized system integrators who can truly connect the dots. That’s the foundation of IMG_Play.”</p>
class=”yoast-text-mark”>s=”yoast-text-mark” data-sta=””>rt=”2293″ data-end=”2497″>IMG_Play has already delivered successful projects, including the launch of Food TV f
or Metronome and a major contract with ATP, Denmark’s national pension fund, to provide digital communication services and strategies.
“Our early success shows strong market demand for a value-driven approach to video,” says Mads Kaysen. “We complement technology providers by helping organizations integrate video platforms into their broader tech stack and business strategy.”
In addition to consulting and development, IMG_Play offers advanced video analytics services. While many platforms provide data, it is often underutilized. IMG_Play takes responsibility for collecting, analyzing, and translating this data into actionable insights—combining quantitative metrics with qualitative expertise.</p>
ass=”yoast-text-mark” data-star=””>t=”3098″ data-end=”3259″>“Video doesn’t end with delivery,” explains <span class=”hover:entity-accen
t entity-underline inline cursor-pointer align-baseline”>s=”whitespace-normal”>Mads Kaysen. “We help our clients understand performance and continuously improve results.”
rt=”3261″ data-end=”3434″>IMG_Play is also building strong partnerships with leading OVP and technology providers, aiming to create a fully connected ecosystem that benefits both clients and vendors.
