Affiliate Announcements
Acroud strengthens the position within Streaming and SaaS in Sports Betting and Poker through the acquisition of TheGamblingCabin

Acroud AB, has entered into an agreement to acquire 100 percent of the shares in Swedishsantas AB also known as TheGamblingCabin (“TheGamblingCabin “) from Swedishsantas Media AB (the “Transaction”) for a consideration of approximately SEK 47.3 million, on a cash- and debt- free basis. The Transaction also includes a potential additional consideration based on EBITDA development during the period from 1 April 2022 up to and including 31 March 2023. The consideration is paid in cash and in newly issued Acroud shares (the “Consideration”). The Transaction is based on Acroud’s signed letter of intent and previously communicated press release dated 17 February 2021. TheGamblingCabin is a fast-growing company offering a software based tipster service as well as some very popular video content within Sports Betting, Poker and Horse Racing. TheGamblingCabin has a clear “strategic fit” with Acroud strengthening the software offerings (SaaS) as well as adding some of the most popular ways of consuming media, YouTube and Twitch, to Acroud’s offering. TheGamblingCabin generated annualized sales of app EUR 1.4 million based on the 9 month period Q220-Q121 with an EBITDA margin of approximately 65 percent reaching an EBITDA of EUR 0.9 million. The Transaction is not subject to any further conditions and is completed as of 15 April 2021.
The Transaction in brief
The Transaction is in line with Acroud’s previously communicated strategy to become a fast-growing global challenger in digital comparison and news services.
The Transaction is in line with previous completed acquisitions and is expected to contribute to increased sustainable revenues and profits through an increased market and product diversification through new verticals, markets and media channels.
The Transaction will lead to a lower risk profile with more stable revenue generation and profitability.
The Transaction is based on Acroud’s letter of intent signed on 17 February 2021.
The consideration for 100 percent of the shares in Swedishsantas AB, on a cash- and debt- free basis, amounts to approximately SEK 47.3 million paid at closing (the “Upfront Consideration”)
Approximately SEK 23.6 million, of the Upfront Consideration will be paid with 7,709,202 Acroud shares (the “Consideration Shares”), at a subscription price of SEK 3.07 per Acroud share (corresponding to EUR 0.30 per share).
50 percent of the Consideration Shares will be subject to a one year lock-up and 50 percent are subject to a two year lock-up from today’s date.
Approximately SEK 23.6 million of the Upfront Consideration will be paid in cash.
An additional consideration can be paid based on a multiple of 5 times the EBITDA generated during the period from 1 April 2022 up to and including 31 March 2023 reduced with an annualized EBITDA based on the Q220-Q121 (the “Earn-Out Consideration”). The Earn-Out Consideration is paid with 50 percent in newly issued shares in Acroud and the reminder in cash (the “Earn-Out Consideration Shares”). The price for the Earn-Out Consideration Shares will correspond to the average price of the Acroud share on Nasdaq First North Growth Market for the 30 consecutive calendar days preceding 1 April 2023 (which corresponds to the end of the period when the mentioned targets are measured). The Earn-Out Consideration amounts to a maximum of approximately SEK 82 million.
Background and rationale
TheGamblingCabin’s main revenue source is through its “software based tipster service” as well “traditional” affiliation revenue generated by high quality online video content. TheGamblingCabin has only revenues from regulated markets and sees great potential for geographical expansion.
This potential acquisition fits well to Acroud’s strategy, and Acroud sees significant synergies and expansion possibilities down the line. TheGamblingCabin’s current growth rate, on stand-alone basis is also good. With TheGamblingCabin Acroud will rapidly expand the streaming offering and rich content throughout Acroud’s global network and other business lines.
The acquisition of TheGamblingCabin is in line with the previously communicated new strategy. Together with the previously communicated acquisitions, the TheGamblingCabin positions Acroud as not only a leading affiliate within Casino, Sport Betting and Poker, but also it strengthens Acroud’s position on the market as a SaaS provider.
With TheGamblingCabin business, Acroud sees not only a strong financial growth driver but also significant synergies across the future operational organization.
“This is the next step of the implementation of Acroud’s strategy to be the “Media House of the Future” and a fast growing global player within Streaming and software solutions for the media affiliation industry. TheGamblingCabin’s “reduction tool” is an industry leading software and TGC’s digital presence with “movable media” is impressive and something that may be expanded internationally. The acquisition together with the other recent acquisitions are together considered transformative and additive for each other. We are building a company where all parts complement each other. Focus will after the acquisition be on “operational excellence” and to develop the new Acroud together with our new team and partners for an existing journey ahead” Robert Andersson, CEO and President, Acroud
Bengt Sonnert, CEO at TheGamblingCabin comments the Transaction;
“To become a part of Acroud was actually nothing that we even thought about initially, but the more we understood what Acroud is building it felt as an easy choice. They share our visions and provide us with new and greater possibilities to bring our business to the next level.”
Purchase Price, Earn-Out Consideration, Lock-Up Period
The upfront purchase price of approximately SEK 47.3 million, on a cash- and debt- free basis, is paid with approximately SEK 23.6 million in cash and approximately SEK 23.6 million is paid with 7,709,202 newly issued Acroud shares. The Consideration Shares are issued at a price of SEK 3.07 per share (EUR 0.30 per share).
The Earn-Out Consideration, which is subject to TheGamblingCabin generating a certain financial performance during the period from 1 April 2022 up to and including 31 March 2023, will be paid with 50 percent in newly issued shares and the reminder in cash. The price for the Earn-Out Consideration Shares will correspond to the average price of the Acroud share on Nasdaq First North Growth Market for the 30 consecutive calendar days preceding 1 April 2023 (which corresponds to the end of the period when the mentioned targets are measured). The Earn-Out Consideration amounts to a maximum of approximately SEK 82 million.
50 percent of the Consideration Shares will be subject to a one year lock-up and 50 percent are subject to a two year lock-up from today’s date. The Earn-Out Consideration Shares will be subject to a one year lock-up as of the date of the issuance.
Issue of Consideration Shares and Earn-Out Consideration Shares
The board of directors of Acroud has today resolved to issue and allot the Consideration Shares pursuant to the authorization granted by the annual general meeting on 25 June 2020. The Earn-Out Consideration Shares will be issued after confirmation of TheGamblingCabin having reached the relevant financial performance.
The Consideration Shares represent 5.95 percent of the total number of shares and votes in Acroud on a fully diluted basis. By issuing the Consideration Shares, the number of shares and votes increase by 7,709,202. The share capital increases by EUR 195 031.05.
The number of shares and the increase of the share capital, upon issuance of the Earn-Out Consideration Shares, will depend on the outcome of the targets for the Earn-Out Consideration and the share price development for Acroud’s share.
Affiliate Announcements
Vahe Khalatyan appointed new PartnerMatrix CEO

PartnerMatrix, an award-winning affiliate software provider in the iGaming industry, is proud to announce the appointment of Vahe Khalatyan, previously PartnerMatrix Chief Technical Officer, as its new CEO.
Since day one, Vahe has played a crucial role in the development and success of PartnerMatrix in the last eight years, proving to be a key asset and leader within the team.
His appointment follows the recent departure of previous CEO and co-founder Levon Nikoghosyan who left the business to pursue his own personal projects.
Vahe Khalatyan, CEO of PartnerMatrix, said: “I am excited to take on this role and lead PartnerMatrix into the future. I have been with the company since day one and have developed a deep understanding of its operations and the market.
“In 2023 we will continue to lead the way in iGaming affiliate marketing and focus on new tools and updates for affiliate security, providing a bespoke approach to every client.”
Ebbe Groes, CEO of EveryMatrix, added: “Vahe takes over the position with a wealth of knowledge about the company and the industry and has some exciting, innovative ideas he will implement in the months to come.
“This is a significant step, both for Vahe and PartnerMatrix, and I’m delighted he has stepped up. This is fully deserved and I’m confident his efforts, ideas, and skills will continue to bring great success to the company and the group.”
PartnerMatrix was awarded Best Affiliate Software at the EGR B2B Awards 2022, demonstrating its commitment to providing the best solutions in the industry. Under Vahe’s leadership, the company will continue to innovate and provide exceptional services to its clients in the iGaming sector.
Affiliate Announcements
iGB Affiliate London opens in style

The 2023 edition of iGB Affiliate London opened today (9th February) with visitors participating in the biggest edition of the show on record.
The annual event is this year occupying a record 11,800 square metres (net) with the demand for space from both new and existing exhibitors underlining iGB Affiliate London’s status as the flagship event for stakeholders and the ‘not to be missed’ business appointment of the year.
Jay Todd of exhibitors APCW described the show as being “..easily the most significant affiliate event of the year offering tremendous value from education to networking.”
Anthony Telesca, of GPWA said the show was “…an absolute must” and constituted the “..most valuable conference for new business and for strengthening existing relationships.”
A total of 31 brands are making their debut appearance on the show floor, with the newcomers drawn from a total of 18-nations comprising Malta (4 first time exhibitors), UK (4), Ukraine (3), Israel (3), Hungary (2), Australia (2), Cyprus (2) and one each from Bulgaria, Denmark, Poland, Japan, Serbia, Switzerland, Singapore, Hong Kong, Greece, Estonia and Portugal.
Naomi Barton, Portfolio Director responsible for iGB Affiliate London, believes the balance between established long-time supporters and businesses which are new to the show represents a compelling proposition for visitors and delegates. She stated: “Alongside the provision of new business strategies, new tactics, new technologies, new thinking and new trends it’s really significant that we can also provide visitors with access to a host of new exhibitors who want to be a part of the iGB Affiliate London show experience.”
She added: “Attracting a community of new exhibitors who represent nearly one in four (23.8%) of the show floor total, has enabled us to grow iGB Affiliate London to the extent that this year’s show occupies three of the halls at ExCeL London for the first time.
“Joining the community at iGB Affiliate London provides an opportunity to engage with over 5,000 affiliates, advertisers, networks and tech suppliers, as well as network with non-gaming affiliates and find out how what works in other sectors can be deployed in gaming.”
Affiliate Announcements
Soft2Bet launches a new affiliate management system ReferOn

A new, feature-filled affiliate management system powered by the platform provider
Soft2Bet, a top-notch online platform provider has recently announced that it has gone live with top of the art affiliate management system, ReferOn.
This boasts a broad array of affiliate marketing services that are key to the partners they assist. ReferOn’s system has the ability to manage large networks of companies in one comprehensive system. Flexible and adaptable in accordance with the individual needs of each affiliate.
ReferOn offers the most advanced features including an effective rewarding engine which offers rewards at the individual, more customised level, making its management much easier for admin users. It also keeps track of the payments and invoices for all accounts, in a quick and efficient manner. This is also true for the data and statistics that are accumulated.
The affiliate management system offers organised reporting on numerous levels allowing for full control over your data, in addition, you can customize what data you choose to share with your partners. Grouping variations can also be calculated according to brand, company, campaign and even geo levels through ReferOn. Reporting is also made extremely easy and allows for toggled groups and effective date breakdowns. ReferOn also makes use of multiple widgets, filters and statistics at every level which make the data accessible for the admin to explore and make informed decisions.
When using ReferOn, brands can be integrated into the system seamlessly and your support and account management are all under one roof. The system can connect the data points to your data provider. ReferOn dashboards are now clearer and easier to view and access, allowing for much more flexibility for users.
Accounts with multiple affiliate logins within other competitive software enable statistics to be grouped at a ‘master’ level. This makes payments and data management much simpler.
Vladyslav Bondarenaiko, Product Manager at Referon said: “ReferOn‘s highly-advanced features change the way we view affiliates and admin needs through. Seeing as this system is not only for internal usage, this creates an additional revenue stream for the business and allows a more streamlined process of integration and access.”
-
News5 years ago
Paddy Power departs the Italian market
-
Affiliate Success2 years ago
Blexr has been crowned Best Casino Affiliate at this year’s IGB Affiliate Awards
-
News6 years ago
Use of Social Media for Online Gambling Affiliates
-
Affiliate Announcements4 years ago
How to Stand Out on Georgia’s Profitable Gambling Market? Leading Experts to Discuss Best Practices at Georgia iGaming Affiliate Conference
-
Affiliate Success6 years ago
Affiliate Interviews: CasinoDaddy (Mathias, Anton, and Erik Joelsson)
-
News4 years ago
Casino Games for Real Money – Choosing One to Play
-
News5 years ago
Henrik Persson Ekdahl announces sale of stake in Catena Media
-
Affiliate Success6 years ago
Exclusive Interview with Christoph C. Cemper Founder & CEO of LinkResearchTools and Link Detox