Connect with us

Affiliate Announcements

Better Collective acquires leading US sports betting media platform, Action Network, for 240 mUSD

Published

on

Better Collective’s Co-founders receive lifetime achievement award

 

With the acquisition of Action Network, Better Collective gains clear market leadership within sports betting media and affiliation in the US and now expects to increase its revenues in the US to more than 100 mUSD by 2022.

Sports betting media group, Better Collective, today announces that it has signed an agreement to acquire 100% of the shares in Action Network, Inc. (“Action”) for 240 mUSD (198 mEUR) on a cash and debt free basis. Founded in 2017 and launched in 2018, Action is uniquely positioned in the US market as the premium sports content and product destination for US sports bettors. A trusted source for sports fans, Action’s media platforms provide an enhanced experience for its users through original sports news content, premium insights, deep menus of odds and proprietary betting tools and data. Action’s diverse revenue model includes a rapidly-growing affiliate marketing business focused on customer acquisition for betting operators in the US as well as subscription products, anchored by Action Pro, Action Labs and Fantasy Labs.

Action continues to benefit from the expanding legal sports betting market in the US. In 2021, Action is expected to achieve revenues approaching 40 mUSD, an increase of over 100% year-on-year, while also generating positive operational earnings in 2021. As more states legalize online sports betting, the potential to further deepen and expand Action’s commercial partnerships with large US-based sportsbooks such as BetMGM, DraftKings, FanDuel and PointsBet   is significant. Action is headquartered in New York, and has approximately 100 employees.

The Transaction

The purchase price amounts to 240 mUSD (198 mEUR) on a cash and debt free basis and will be settled in a cash payment and a 12 mUSD issuance of new Better Collective (BETCO.ST) shares to Action’s management, key employees and certain other individuals. 10 mUSD of the cash payment will be paid on a deferred basis as settlement of certain existing share options in Action. The number of Better Collective shares issued will be determined by the volume-weighted BETCO.ST share price 5 trading days prior to the date of this announcement. Further, the issued Better Collective shares will be subject to a lock-up of between 6 and 24 months following completion of the transaction.

The cash component of the purchase price will be provided through bank financing.

The acquisition is subject to customary regulatory approvals and is expected to be completed in Q2 2021.

Better Collective in the US 
While the US sports betting market has grown rapidly since the repeal of the Professional and Amateur Sports Protection Act (PASPA) removed a federal ban on online gambling, only 13 states have legalized online gambling at this point. Many more are expected to follow in the coming years, with the addressable market significantly expanding as a result. Total online sports betting revenues in the US are forecasted to reach 4 bnUSD in 2022 and amount to nearly 40 bnUSD in 2033*.

Following the execution of Better Collective’s acquisition strategy and ongoing investments in the US market, Better Collective’s US business has developed successfully, with high growth and a rapid increase in profitability. The acquisition of Action consolidates Better Collective’s leading position in the affiliate and customer delivery verticals within online sports betting, enabled through a number of strong product platforms. In light of this, and given the continued pace of new states regulating, Better Collective expects the US market to continue growing and its US revenues to surpass 100 mUSD by 2022, with positive and increasing operational earnings.

Action will become an integral part of Better Collective US and will continue to operate as a separate business unit with its current brands, management team, and employees, led by CEO Patrick Keane who will report to Group Management through US CEO, Marc Pedersen. Action will integrate with Better Collective’s current organization where relevant in order to generate efficiencies.

Jesper Søgaard, CEO of Better Collective, says:
“I am thrilled to welcome Action and its employees to Better Collective. This acquisition, which is the largest in Better Collective’s history, gives us a leading position within affiliation in the US and a strong foundation for profiting from the continuous regulation of the US betting market. We add three new, very well positioned US sports media brands to our portfolio and welcome around 100 new colleagues, together representing an invaluable pool of knowledge and expertise on the US sports betting media market. By all accounts, this is a great day for Better Collective.”

Patrick Keane, CEO of Action, says: 
“Today marks a great achievement in the history of Action. In just a few years, our team has managed to build a leading sports betting product and media business in the US market, making us attractive to a leading international player. I am thrilled about this outcome for our employees and investors and we look forward to continuing to forge great relationships with our league, media and sportsbook partners. Under Better Collective’s ownership, we become part of a company with many years of experience and all the resources necessary to further grow our position and develop our offering, to ultimately enhance the betting and entertainment experience for sports fans. We gain new colleagues, career paths and perspectives. I’m looking very much forward to the journey ahead. ”

Financial Targets
Better Collective will consolidate Action into the Better Collective Group from the time of closing. In connection with the acquisition, Better Collective is updating its Financial Targets for 2021:

  • Total group revenue is now expected to exceed 180 mEUR (previously more than 160 mEUR); and
  • Operational profit is now expected to exceed 55 mEUR (previously more than 50 mEUR).

Better Collective will share more details in connection with its Q1 2021 earnings report that will be released on May 12, 2021.

The acquisition of Action will bring Better Collective’s estimated debt leverage (Net Interest Bearing Debt/EBITDA) above the company’s financial target of <3.0. Due to Better Collective’s strong operating cash flow, the Board of Directors has decided that for the time being, it is acceptable for the company’s debt leverage to exceed the financial target of 3.0, which target remains in place for 2021. The Board will therefore decide upon any potential changes to the company’s long term capital structure in due course.

Advisors
Morgan Stanley acted as sole financial advisor, Bruun & Hjejle and GreenbergTraurig acted as legal advisors, and PwC acted as accounting and tax advisor in connection with the acquisition for Better Collective. Nordea Bank will be providing financing to facilitate the closing of the transaction.

Moelis & Company LLC acted as sole financial advisor and Venable LLP acted as legal advisor to Action. Gibson, Dunn & Crutcher LLP acted as advisors to The Chernin Group, the largest shareholder of Action.

Affiliate Announcements

Discover Affigates: BetConstruct’s Innovative Affiliate Network for the iGaming Sector

Published

on

Discover Affigates: BetConstruct's Innovative Affiliate Network for the iGaming Sector

 

Industry powerhouse BetConstruct is announcing the official launch of Affigates, a full-scale affiliate ecosystem that is set to redefine how operators and partners connect in iGaming.

 

What Sets It Apart?

Affigates brings affiliate software, affiliate program management, and a performance-tested network under one roof, designed from the ground up for scale, speed, and smarter growth.

From AI-aided management to a proprietary scoring system that filters the noise and finds real partners, Affigates removes the friction and delivers results that actually move the needle. With over 4500+ affiliates630+ active partner operators, and access to more than 30 million players, the ecosystem is already making a significant impact.

 

See It First at iGB L!VE

Affigates is making its global debut at iGB L!VE in London, where the sharpest minds in iGaming converge. You will find the ecosystem in action at its own stand, C40, as well as the dedicated team behind it.

Catering to both ready-to-scale operators and affiliates aiming higher, Affigates is here to deliver the affiliate solution the industry has been waiting for.

Continue Reading

Affiliate Announcements

Affilka by SOFTSWISS Unveils Updates for Affiliates

Published

on

Affilka by SOFTSWISS Unveils Updates for Affiliates

 

Affilka by SOFTSWISS, an award-winning affiliate management software platform, has announced a suite of new product updates for the affiliates. The latest release introduces a Traffic Report with advanced clicks analytics, an API for extracting campaigns and tracking links, and a sub-affiliate NGR-based revenue share model. 

Traffic Report: In-depth Click Analysis

This new Traffic Report focuses on detailed click-level analytics, offering in-depth insights into clicks, registrations, deposits, and conversion rates such as click-to-reg and click-to-FTD – all in one place. It includes several key features for flexible data analysis:

  • Multi-dimensional filtering and data grouping: The report enables users to filter and break down the data into granular views across multiple dimensions, offering detailed insights by traffic source, campaign, country, device type, IP address, and more. Notably, click data is transferred to the report in real time, providing instant visibility into user activity.
  • CSV data export: The report supports one-click CSV export, allowing affiliates to easily download raw data for offline analysis or sharing.
  • Historical data access: Affiliates can review traffic statistics from 1 January 2023, enabling year-on-year comparisons and long-term trend evaluation.

Gleb Bichan, Product Lead at Affilka by SOFTSWISS, comments: “At Affilka, we know how crucial it is for operators and affiliates alike to make data-driven decisions. That’s why we’re introducing tools like the Traffic Report to help partners become more productive and uncover new insights faster.”

API for Marketing Campaigns and Tracking Links 

In addition to the existing Reports API, affiliates can now access data on their marketing campaigns and tracking links directly via API, allowing for automated data extraction and custom integrations. With this API access, users can retrieve up-to-date lists of marketing campaigns, promo codes, and related performance metrics directly via API calls. This improvement helps Affilka clients automate their reporting workflows and integrate affiliate data with external BI tools, reducing manual effort and ensuring timely access to key information.

New Sub-affiliate Revenue Share Model 

Responding to client feedback, Affilka’s team also features a new sub-affiliate reward type. This allows affiliates to earn a commission based on the Net Gaming Revenue (NGR) generated by players referred by their sub-affiliates, offering a more direct revenue-sharing approach. By aligning earnings with the actual revenue brought in by sub-affiliates, the update incentivises collaboration and gives experienced affiliates a stronger stake in mentoring their referred partners.

Gleb Bichan adds: “For us, it’s important that affiliates not only use the product but also feel it’s built with their real needs in mind. We regularly gather feedback and implement improvements that make daily workflows more transparent and efficient. Features like the Traffic Report, API access, and new reward types are direct responses to partner requests – and we’re not stopping there. We plan to introduce even more tools designed to simplify affiliate operations, so stay tuned for upcoming updates.”

Affilka by SOFTSWISS will be presented at iGB in London from 3 to 4 July 2025. Attendees of the event can learn more about new features directly from the Affilka team and see how these innovations support better affiliate programme management.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.

Continue Reading

Affiliate Announcements

ReferOn Expands Offering with New Support Packages, “ReferOn Assist”

Published

on

ReferOn Expands Offering with New Support Packages, “ReferOn Assist”

 

ReferOn, an innovative affiliate management system, has experienced significant growth in 2024, with multiple technical and quality-of-life improvements to the platform. As a result of an influx of new operators and affiliates, ReferOn has introduced ReferOn Assist.

ReferOn Assist offers tailored support packages in three distinct tiers: ReferOn Assist, ReferOn Assist Plus, and ReferOn Assist Premium. Each tier provides enhanced support, cost-effective hourly support rates and more to help users meet their affiliate marketing strategy goals.

ReferOn Assist, the entry-level subscription package, includes a number of benefits, such as guaranteed support hours, faster response times and a higher resolution priority compared to ReferOn Basic users. All ReferOn Assist subscribers also receive direct channel support for easy access to our agents. Lastly, subscribers to this tier also enjoy more cost-effective out-of-hours support prices and affordable review reports for business analysis purposes.

ReferOn Assist Plus offers a further guaranteed response time, a larger bundle of support hours included and extra training time to help maximise affiliate operation efficiency. This subscription tier includes a quarterly review report packed with valuable insights and dedicated resolution priority for any pressing queries or issues. All subscribers also receive even further reduced out-of-hours support rates.

The last tier, ReferOn Assist Premium, provides operators and affiliates with the most comprehensive dedicated support package. Subscribers receive the highest response time and a large bundle of inclusive support hours at reduced rates. Premium users have access to a dedicated support manager for tailored assistance and the most cost-effective prices for after-hours support.

Each of these support packages are tailored to continue to provide the best possible customer service for Referon clients, whilst also helping reduce costs.

David Harris, ReferOn’s Operation Lead, commented on the new support packages, saying, “ReferOn prides itself on providing top-quality support for all operators and affiliates. The release of the ReferOn Assist packages allows us to prioritise helping our valued partners to ensure that they can make the most of our platform at all times. We look forward to seeing how the ReferOn team can work closely with all our users to achieve their business needs.”

Continue Reading

Latest News

Discover Affigates: BetConstruct's Innovative Affiliate Network for the iGaming Sector Discover Affigates: BetConstruct's Innovative Affiliate Network for the iGaming Sector
Affiliate Announcements22 hours ago

Discover Affigates: BetConstruct’s Innovative Affiliate Network for the iGaming Sector

  Industry powerhouse BetConstruct is announcing the official launch of Affigates, a full-scale affiliate ecosystem that is set to redefine...

Affilka by SOFTSWISS Unveils Updates for Affiliates Affilka by SOFTSWISS Unveils Updates for Affiliates
Affiliate Announcements23 hours ago

Affilka by SOFTSWISS Unveils Updates for Affiliates

  Affilka by SOFTSWISS, an award-winning affiliate management software platform, has announced a suite of new product updates for the...

Checkd Dev Launches New Affiliate-Focused AdTech Product Powered by BRUNO Platform Checkd Dev Launches New Affiliate-Focused AdTech Product Powered by BRUNO Platform
News2 days ago

Checkd Dev Launches New Affiliate-Focused AdTech Product Powered by BRUNO Platform

  Checkd Dev, part of the award-winning Checkd Group, has unveiled a cutting-edge addition to its suite of betting technology...

North Star Network acquires BasketUSA.com and BasketEurope.com North Star Network acquires BasketUSA.com and BasketEurope.com
News2 days ago

North Star Network acquires BasketUSA.com and BasketEurope.com

  North Star Network (NSN) is pleased to announce the acquisition of BasketUSA.com and BasketEurope.com, two of the leading basketball...

Royal Partners is touching down in London for this year’s most anticipated conference! Royal Partners is touching down in London for this year’s most anticipated conference!
iGB3 days ago

Royal Partners is touching down in London for this year’s most anticipated conference!

  This 2–3 July, Royal Partners lands at iGB L!VE, the epicentre of Europe’s iGaming scene. Swing past booth E30...

News2 weeks ago

Meet MegaList: The Rising Force in iGaming Affiliation

There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook...

Casino Guru brings home 'Casino Affiliate of the Year' accolade at SBC Awards Europe Casino Guru brings home 'Casino Affiliate of the Year' accolade at SBC Awards Europe
Affiliate Success2 weeks ago

Casino Guru brings home ‘Casino Affiliate of the Year’ accolade at SBC Awards Europe

  The SBC Awards Europe have crowned winners across dozens of categories during the June 12 event at the Hilton Malta in San...

ReferOn Wins Prestigious “Rising Star Provider of the Year” Category at the AffPapa Awards 2025 ReferOn Wins Prestigious “Rising Star Provider of the Year” Category at the AffPapa Awards 2025
Affiliate Success3 weeks ago

ReferOn Wins Prestigious “Rising Star Provider of the Year” Category at the AffPapa Awards 2025

  ‍ReferOn, a state-of-the-art affiliate management system, has won the “Rising Star Provider of the Year” title at the 2025...

People moves: LiveScore Media MD joins QiH Group as new CMO People moves: LiveScore Media MD joins QiH Group as new CMO
News4 weeks ago

People moves: LiveScore Media MD joins QiH Group as new CMO

  The power affiliate welcomes its latest addition to the C-level team, who will begin working on strategy for various...

ReferOn Expands Offering with New Support Packages, “ReferOn Assist” ReferOn Expands Offering with New Support Packages, “ReferOn Assist”
Affiliate Announcements1 month ago

ReferOn Expands Offering with New Support Packages, “ReferOn Assist”

  ReferOn, an innovative affiliate management system, has experienced significant growth in 2024, with multiple technical and quality-of-life improvements to...

Trending

Offering comprehensive coverage on all aspects of the gaming sector, our daily posts include online and land-based gaming, betting, esports, regulatory and compliance updates, and technological advancements. Regular features encompass daily news articles, press releases, exclusive interviews, and insightful event reports.

The platform also hosts industry-relevant webinars, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2024 - GAV is part of HIPTHER. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania