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Catena Media acquires US online sports affiliation company Lineups.com

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Catena Media acquires US online sports affiliation company Lineups.com

 

Catena Media plc, an industry leader in online lead generation, has acquired 100 percent of the shares in Lineups.com, strengthening Catena Media’s leading position in the growing US betting market. Lineups.com is an online sports affiliation company specialising in analytics, betting predictions and tools. The total purchase price amounts to USD 39.6 million, payable in cash in three instalments during a two-year period. An additional contingent cash payment of USD 0.5 million is payable if certain requirements are fulfilled within three years of the transaction date.

Lineups.com supports bettors by providing confirmed and projected starting lineups and rosters for the NFL, NBA, MLB, NHL, US sports leagues and for fantasy sports. The website considers all kinds of available player and team information, including injuries, news, performance and trends. Lineups.com has a strong market position in most of the regulated US states, including the recently launched states of Michigan and Virginia.

Lineups.com recorded sales of approximately USD 7.5 million in the last 12 months to 30 April 2021. Calculated for the first quarter of 2021, the company’s sales corresponded to roughly 10 percent of Catena Media’s total revenue. As Lineups.com is a sports-focused affiliation product, its sales can be expected to fluctuate significantly with the US sports betting calendar.

The purchase price represents a total cash payment of USD 39.6 million, to be payable in three instalments: USD 25 million on closing, USD 9.6 million on the first anniversary and USD 5 million on the second anniversary of the closing date. In addition, a contingent cash payment of USD 0.5 million will be due if the state of New York allows sports betting within three years of the closing date and certain revenue thresholds are met. No material conditions exist in respect of the transaction’s closure. The acquisition will have a direct positive effect on Catena Media’s EBITDA as of the consolidation date on 4 May 2021.

Michael Daly, CEO Catena Media, commented: “The acquisition of Lineups.com strengthens Catena Media’s leading position in the growing US betting market with a complementary product that fits perfectly into our existing US portfolio. It gives us a second, even stronger, national sports betting affiliation site, alongside thelines.com. This will allow us to capture more market share across North America, as well as to take advantage of shared tools across multiple Catena Media sites. Sam Shefrin, the seller and founder of Lineups.com, will bring his industry and technology focus to the Catena Media team and will work with us for the near future as an exclusive consultant to the business.”

Affiliate Announcements

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

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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.”

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Affiliate Announcements

Experienced execs launch new UK affiliate, YourTopCasino

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A team of experienced iGaming executives has launched YourTopCasino, a new UK-facing affiliate brand designed to help players make smarter, safer choices when selecting an online casino.

The founding team – led by Chris Prentice and comprising marketing, retention and design experts – brings more than 30 years of industry experience with them from senior roles at companies including Grace Media, ActiveWin and Betable Group.

The brand enters the market with a fresh perspective, including a focus on responsible gaming, with reviews including detailed assessments of session limits, deposit limits, time-out tools, and self-exclusion options.

“The YourTopCasino team brings together years of experience across all parts of the iGaming value chain, so a move into affiliation was a logical next step,” said Chris Prentice, co-founder and director at YourTopCasino.

“We saw a gap in the market for an affiliate brand that doesn’t just prioritise conversions, but actually helps players engage with online casinos in a healthy and informed way. By building YourTopCasino around trust, transparency, and responsible gaming, we’re creating long-term value for both players and operators.”

In addition to expert reviews, the site offers a growing library of responsible gambling resources.

As the UK market continues to evolve, YourTopCasino’s player-first approach positions it as a timely and forward-thinking addition to the affiliate space.

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Affiliate Announcements

XSOLLA PARTNER NETWORK ENHANCES DEVELOPER AND CREATOR EXPERIENCE IN MARKETING WITH NEW FEATURES AND DATA INSIGHTS

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XSOLLA PARTNER NETWORK ENHANCES DEVELOPER AND CREATOR EXPERIENCE IN MARKETING WITH NEW FEATURES AND DATA INSIGHTS

 

Xsolla, a leading global video game commerce company, introduces significant updates to the Xsolla Partner Network, an advanced affiliate marketing engine designed to connect game developers with content creators. These updates enhance the experience for both developers and creators by introducing new interaction tools, expanded data accessibility, and deeper integrations with the Xsolla Rainmaker platform.

The growing influence of content creators on platforms like YouTube, Twitch, and TikTok has reshaped game marketing strategies. Developers increasingly seek streamlined ways to discover, manage, and measure creator partnerships. The Xsolla Partner Network addresses this demand by providing an all-in-one solution for creating and scaling performance-based campaigns, now with added tools to enhance usability and campaign success.

New Xsolla Partner Network updates significantly benefit developers and creators, enhancing their ability to collaborate effectively and succeed in their goals.

For developers, the platform now offers:

  • Enhanced search functionality to discover, compare, and invite creators who best align with campaign goals
  • Detailed creator profiles with insights such as concurrent viewer metrics, games played, and campaign performance, enabling developers to make informed decisions
  • Integration with Xsolla Rainmaker data from Twitch and YouTube Gaming, providing robust analytics like streamer views, follower counts, and game-specific performance data for data-driven decision-making
  • Streamlined collaboration tools, including direct distribution of promo codes, tracking links, and game keys
  • flexible revenue share model, allowing developers to set customizable commission rates for creators driving successful transactions

Creators gain access to a comprehensive creator toolkit designed to simplify campaign management and accelerate growth. The redesigned interface provides intuitive tools and features that make managing campaigns, engaging audiences, and enhancing content creation easier. By removing the 50-subscriber minimum threshold, the platform is now accessible to micro creators, enabling them to kickstart their careers.

Additional features for creators include:

  • Real-time performance tracking, offering insights into campaign results.
  • User-friendly account navigation, simplifying platform usage.
  • Opportunities to partner directly with game developers, helping creators grow their audience and monetize their work by driving sales for games and in-game content featured at Xsolla Mall.
  • Creator sites at Xsolla Mall enable creators to resell digital content, showcase campaign details, collect donations, and share links to all social media platforms to increase visibility.
  • Overlays, providing game-branded promotional graphics and animations for live streams to boost engagement and drive awareness.
  • Chatbot is designed to share tracking links and promo codes in real-time chats during gameplay, reward viewers, and engage the community.

With these updates, the Xsolla Partner Network empowers developers and creators to collaborate seamlessly, unlocking new opportunities for success in the evolving landscape of game marketing.

“The Xsolla Partner Network has always been a powerful tool for developers to grow their games and for creators to monetize their passion,” said Chris Hewish, Chief Strategy Officer at Xsolla. “With these new features, we enable seamless collaboration between developers and creators, ensuring both can achieve their goals more effectively.”

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