Affiliate Announcements
FANSUNITE ACQUIRES AMERICAN AFFILIATE, ACCELERATING ENTRY INTO U.S. GAMING MARKET
FansUnite Entertainment Inc., is pleased to announce a definitive agreement dated November 22, 2021 pursuant to which the Company has acquired (“Transaction”) the businesses and brands of American Affiliate LLC (“American Affiliate”). The Transaction will result in FansUnite securing a podium position in the U.S. online betting opportunity and will be the cornerstone of a larger U.S. affiliate strategy going forward.
American Affiliate Business
American Affiliate is a diverse collection of assets dedicated to generating new depositing customers for legal sportsbooks, online casinos, online poker sites, and adjacent products in the U.S. market.
American Affiliate’s vision blends an exclusive focus on the U.S. opportunity with marquee brands, a powerful omni-channel approach, a deep portfolio of proprietary technology, and a uniquely proven management team.
Transaction Highlights:
Accelerates Entry into U.S. Gaming Market: American Affiliates’ Betting Hero brand is the #1 live activation company in the U.S. sports betting and online gambling market.
Revenue and EBITDA Growth: American Affiliate has produced trailing 12 months unaudited revenue and EBITDA of US$13.1 million and US$6.0 million respectively.
High-Value Customer Base: American Affiliate’s assets have generated over 150,000 new depositing customers for legal U.S. online betting operators.
Partnerships with Tier-One Sportsbooks: Partnerships with leading sportsbooks and casinos including BetMGM, DraftKings, FanDuel, PointsBet, Underdog Fantasy, WynnBet, and more.
Strong Alignment with Existing Management and Shareholders: Consideration shares to be issued at a 42% premium to market price with share restrictions over a three-year period.
U.S. Pure Play: The only at-scale affiliate company focused primarily on the U.S. market.
True Omni-Channel: A premier at-scale omni-channel affiliate in the U.S. market, combining marquee digital brands with a best-in-class live activation arm.
Leading Intellectual Property Portfolio: Category-leading portfolio of proprietary technology.
World-Class Executive Team: Tier-one executive and management team with a history of success and scale in the U.S. gaming market.
“The acquisition of American Affiliate represents the most significant milestone for FansUnite to date,” said Scott Burton, CEO of FansUnite Entertainment. “This transformative transaction will provide us further access to the lucrative U.S. regulated sports betting and online gambling market while generating accretive, high-margin revenue, expanding our leadership team, and accelerating the growth of our company’s footprint in the global gambling market.”
“When we looked at how quickly the U.S market is expanding, it made clear strategic sense for us to enter the affiliate business as a way to partner with some of the largest gambling companies in the world,” continued Scott Burton. “We will now own and operate an unparalleled customer acquisition portfolio, allowing us to leverage our technology, brands, and talent to immediately capture share in the U.S. sports betting and online gambling market.”
Combined, the American Affiliate brands represent one of the most significant single sources of new depositing customers for legal U.S. sports betting and online gambling operators. The leadership team has over 40 years of combined experience in the regulated gambling industry, including senior roles at market leaders such as ACEP, Amelco, DraftKings, Catena Media, and GeoComply.
Brands, platforms, content, and services highlighted in the Transaction include:
Betting Hero (www.bettinghero.com)
Props (www.props.com)
BetPrep (www.betprep.com)
Wagers (www.wagers.com)
“Legal U.S. sportsbooks and online casinos are spending billions of dollars to acquire and retain customers,” said American Affiliate CEO Chris Grove. “Our brands, team, and technology allow us to capture a meaningful share of that marketing spend today while producing some of the highest margins in the U.S. online betting ecosystem.”
“But that success is only a starting point,” Grove continued. “We anticipate unprecedented near-term growth as legal online betting continues to expand into new states and new products. Joining with FansUnite was key to our strategy of aggressively scaling our business to meet that opportunity head-on.”
“I personally think the industry should view this as a positive chance to work hand-in-hand with the NHS, charities and government as all stakeholders pull together to minimise gambling harm. Gambling is meant to be fun and entertaining and the industry must ensure that it is responsible, so that those in need can gain access to properly funded support as and when they need it.”
Affiliate Announcements
Raise your Game with BoostBox by MyAffiliates: a new AI-Driven must-have iGaming Affiliate ace, for instant wins and real results
Jackpots just got closer for iGaming affiliate marketers with the launch of BoostBox by MyAffiliates — a new AI-driven tool designed to unlock new levels of affiliate potential. With a simple touch of a button iGaming affiliate partners can now access:
- Instant Updates: up-to-date product and promotional information
- Increased Productivity: easy access to brand resources, whilst reducing support queries by up to 40%
- Streamlined Research: brand and product information in an instant
- Quality Content: resources to produce consistent, on-brand promotional content
Boostbox by MyAffiliates is not just a game-changing upgrade — it’s a leap forward in affiliate marketing, setting a new standard in the industry for speed, relevance, impact and results.
iGaming affiliate marketing has long faced recurring obstacles that impact performance potential – delays in accessing information, time-consuming research, content inconsistencies, and resource limitations. BoostBox by MyAffiliates is an innovative AI-driven solution to these challenges, enabling affiliates to stay competitive and focused, taking results to a new level.
Clemence Dujardin, Group CEO at MyAffiliates, “BoostBox is redefining iGaming affiliate support and is the ultimate affiliate marketing solution. By maximising the capabilities of AI to bring real-time information to affiliate partners, programmes and content are guaranteed to be as impactful and as engaging as possible. MyAffiliates is at the forefront of affiliate marketing, and using the latest technology to launch BoostBox today, our users can enjoy the very best available affiliate marketing experience and strengthen their potential overnight.”
Roo Wright, Founder of BoostBox added, “Having built a number of affiliate businesses over my 18 years in the industry, I know firsthand the challenges affiliates face. BoostBox was born from that experience, and our partnership with MyAffiliates will help take affiliate marketing to the next level.”
MyAffiliates has long been a powerhouse in affiliate marketing software, empowering iGaming operators to bring all their brands and products together under one seamless affiliate system. Since its launch in 2007, MyAffiliates has set the standard in the industry, becoming the go-to platform for iGaming operators. In fact, StatsDrone recognised MyAffiliates in April 2024 as the most-used affiliate marketing software in the gaming industry—solidifying its role as a trusted leader and innovator in the space.
Affiliate Announcements
Game Lounge Acquires Two Kings Consultants B.V., Owner of Leading Dutch iGaming Affiliate Meneer Casino
Game Lounge, a leading iGaming affiliate company, announced the acquisition of Two Kings Consultants B.V., the owner and operator of Meneer Casino, a prominent Dutch iGaming affiliate website.
This strategic acquisition expands Game Lounge’s presence in the rapidly growing Dutch iGaming market and strengthens its position as a leading player in the global affiliate landscape.
Meneer Casino has established itself as a trusted source of information for Dutch players seeking reputable and entertaining online casino experiences. The website provides honest and in-depth reviews, guides, and comparisons of licensed online casinos, ensuring players can make informed decisions in a safe and regulated environment.
“We are thrilled to welcome Martin and his team to Game Lounge,” said Richard Dennys, CEO of Game Lounge. “This acquisition aligns perfectly with our growth strategy and commitment to providing high-quality iGaming experiences to players worldwide. Meneer Casino’s strong reputation and deep understanding of the Dutch market make them an invaluable addition to our network.”
Martin van Geest, Founder and Chief Editor of Meneer Casino, expressed his enthusiasm for the partnership, stating, “Joining forces with Game Lounge marks an exciting new chapter for Meneer Casino. At Meneer Casino, our mission is to provide players with honest, reliable information so they can make better choices and play smarter. We’re confident that Game Lounge’s expertise and resources will help us reach an even wider audience of Dutch players.”
Ben Robinson, Managing Partner of Corfai Capital, who brokered the deal, commented, “This transaction brings together two highly complementary businesses with a shared vision for innovation and excellence in the iGaming affiliate sector. We believe this strategic partnership will create significant value for both companies and further solidify their positions as leaders in their respective markets.”
This acquisition reinforces Game Lounge’s commitment to its “Level Up Leap Forward” tagline, signifying the company’s dedication to continuous improvement and expansion in the iGaming industry.
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