GiG to acquire several casino affiliate websites, including Askgamblers.com

iGaming technology provider Gaming Innovation Group announced Thursday it has signed an agreement to acquire the casino affiliate websites Askgamblers.com, Johnslots.com, Newcasinos.com, and several smaller domains from Catena Media Plc for a total of €45 million ($47.8 million).

According to a press release, of the total consideration, €20 million ($21.2 million) will be paid in cash on closing, €10 million ($10.6 million) twelve months after closing, and the €15 million ($15.9 million) balance 24 months after closing. Closing is expected in Q1 2023.

The acquired websites generated revenue of €12.9 million ($13.7 million) in the first nine months of 2022 with an EBITDA of €8.4 million ($8.9 million). GiG expects to have an EBITDA margin between 60-70% from the assets going forward. The assets are expected to generate around 53.000 FTDs in 2022.

The company believes that the acquisition will diversify GiG Media’s business further in line with the strategy to create sustainable long-term growth and provide the business with several key strategic assets and multiple revenue opportunities.

"The acquired websites are strong in markets that currently are non-core markets for GiG Media, therefore expanding our current geographical reach. Further to the revenue growth potential, operational synergies are expected to be realized after the acquisition via the shared use of marketing technologies, business intelligence systems, and key functions," the company noted.

We’ve signed an agreement to acquire the casino affiliate websites https://t.co/gOnITLYCAy, https://t.co/A21pbuNfUQ, https://t.co/g6PulpiMbx and several smaller domains from Catena Media Plc.https://t.co/gZMgS95vbf#iGaming, #Casino #affiliatemarketing $GiG #GiGMedia

— Gaming Innovation group (GiG) (@GIG_online) December 15, 2022

Richard Brown, CEO of Gaming Innovation Group commented: "GiG is extremely excited to take over the premium AskGamblers brand from Catena. Combining the assets with GiG’s media technology and operational capabilities provides us with a great opportunity to expand our global reach and to deliver a path for the brand to continue with its strong evolution."

"The expansion of our strategic position in conjunction with the deal structure gives the group another great blueprint for growth. We look forward to integrating the assets and current staff into Gaming Innovation Group," he added.

Morten Hillestad, Director of Business Development in GiG Media, said: "After three years of consolidating and expanding the GiG Media business – realising strong annual organic growth – the time was ripe to act when this acquisition opportunity emerged."

"GiG Media has developed world-class marketing technology and operational capabilities over the preceding years, and we feel that bringing the AskGamblers brand into the company structure will provide multiple opportunities for it to flourish," Hillestad further commented.

GiG describes Askgamblers.com as an award-winning website recognized "as a well-trusted website source in the iGaming industry" with strong brand recognition by users. Meanwhile, Johnslots.com and Newcasinos.com build on GiG Media’s strategy to diversify its business. With this acquisition, GiG Media cements its position as casino affiliate.

Jonas Warrer, Managing Director of GiG Media, added: "We are very pleased to welcome quality websites such as askgamblers.com into the business and look forward to integrating with the skilled teams that have built up the websites acquired. We want to be the leading casino affiliate in the industry, and this acquisition cements our position.”

Michael Daly, Catena Media's CEO, added: "Today’s agreement is a major step in our journey to focus the business on online sports betting and casino affiliation in high-growth, regulated markets in the Americas. I am confident that in GiG we have found a buyer that will provide a strong environment for AskGamblers and the other brands and their talented people to develop and grow.”

Richard Brown, GiG's CEO

The transaction is structured by way of a Share Purchase Agreement (SPA) with GiG’s subsidiary Innovation Labs Ltd. (part of GiG Media) and includes the acquisition of the two companies Catena Publishing Ltd (Malta) and Catena Media D.O.O. Beograd (Serbia). These companies currently employ around 90 people.

GiG will finance the initial consideration through a combination of its own cash, a revolving credit facility (RCF), and a share issue. Existing shareholders have committed to participate in the share issue and the RCF, securing sufficient financing to complete the transaction at closing.