Spanish mobile content giant Zed is purchasing Player X, the London-based mobile content publisher and aggregator for “close to £10 million” ($15 million), this week, according to the UK’s Sunday Times. Player X was started five years ago and has since then become a major mobile content distributor, supplying all the major mobile networks through its Player X Distribution unit. It also publishes its own content, including mobile TV, video, and games, through its Studio X division. Zed has been looking for ways to diversify beyond its direct to consumer (D2C) roots of selling ringtones and wallpapers direct to customers. It is thought its purchase of Player X will help strengthen its reach into the business-to-operator space as Player X has a number of key carrier customers in Europe, including Telefonica (NYSE: TEF), T-Mobile and Vodafone.

UPDATE: Zed confirmed today that it has purchased mobile aggregator and publisher Player X, but declined to disclose the amount it paid. It told C21media.net, however, that the £10 million ($15 million) figure reported earlier was “wrong.” In a statement, Zed founder and CEO Javier Pérez Dolset, called the acquisition “a very important milestone within our business strategy” adding that the purchase “reinforces our strategy to continue our expansion into storefront and portal management for carriers across the world”. The Player X purchase also gives Zed two new operating divisions: video on demand and mobile TV, which the company said turns it into a “one-stop-shop” for content and distribution.