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Gambling.com Group Acquires BonusFinder.com, a Leading North American Affiliate Business

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Gambling.com Group Acquires BonusFinder.com, a Leading North American Affiliate Business

 

Acquisition adds strong presence in Canada, supporting online gambling market penetration and growth across North America

Gambling.com Group Limited, a leading provider of player acquisition services for the regulated global online gambling industry, today announced it has acquired NDC Media (“NDC Media”), publisher of BonusFinder.com (“BonusFinder“) and related assets, a high-growth, high-margin, pure-play performance marketing business focused primarily on the online gambling industry in North America.

The acquisition of BonusFinder supports Gambling.com Group’s overarching growth strategy of rapidly expanding its North American footprint and is expected to be immediately accretive. BonusFinder publishes online portals which help consumers find and compare bonuses for online sportsbooks and casinos, the same fundamental business model as Gambling.com Group. Canada is currently BonusFinder’s largest market, strategically positioning the Group for the expected expansion of the regulated online gambling market, beginning with the province of Ontario. BonusFinder also has traction in the United States, where the Group expects to be able to accelerate their growth in the coming years.

“Over the past five years, Fintan Costello and his team have developed a professional, industry-leading, performance marketing business with a customer-centric and brand-driven approach,” said Charles Gillespie, Chief Executive Officer of Gambling.com Group. “The acquisition of BonusFinder gives Gambling.com Group additional scale in the North American online gambling market. BonusFinder’s strong presence in Canada is expected to drive increased market share for the Group ahead of the anticipated Ontario online sports betting and iGaming market launch in April.”

Fintan Costello, Chairman of BonusFinder, added, “These organizations complement each other well as partners within the North American market. Gambling.com Group has demonstrated its leadership position within the online sports betting and iGaming industry, and its proprietary technologies and experience will provide BonusFinder with the tools to maximize growth in this exciting new era of North American regulation.”

Transaction Terms

Under the terms of the purchase agreement, Gambling.com Group paid an aggregate purchase price of EUR 12.5 million (USD 13.92 million), of which EUR 10 million (USD 11.14 million) was paid in cash (subject to adjustments for cash, working capital, and indebtedness, among other factors), and EUR 2.5 million (USD 2.86 million) in newly issued, unregistered ordinary shares1. The cash portion was funded with available cash on hand.

The selling shareholders may benefit from additional earnout payments based on financial performance in each of 2022 and 2023. According to the Group’s forecast, the total consideration, including purchase price paid at close and both earnout payments, is expected to be approximately EUR 41 million (USD 47 million). This total consideration implies a multiple of under 3.5 times expected 2023 revenue.

The maximum total consideration is up to EUR 60 million (USD 69 million), consisting of EUR 12.5 million (USD 13.92 million1)  already paid at close and an earnout payment of up to EUR 19 million (USD 21.85 million) payable in 2023 as well as an additional earnout payment of up to EUR 28.5 million (USD 32.8 million) payable in 20242. Gambling.com Group has the option to pay up to 50% of each of the earnout payments in unregistered ordinary shares at its sole discretion.

The acquisition closed on January 31st, 2022, and will be consolidated into the Group Financial Statements from February 1st, 2022.

“We believe that the combination of these two complementary businesses is immediately accretive to our fiscal 2022 earnings and establishes a foundation for a leadership position in North America which will drive value creation for our shareholders,” said Gillespie. “We believe the deal structure provides an attractive risk/reward balance for the Group. The total consideration for the transaction will vary commensurately with the financial performance of the acquired business, guaranteeing an attractive acquisition multiple for the Group and tightly aligning the financial incentives of the newly combined businesses.”

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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Affiliate Announcements

QMRA Recognition by Google & Meta in Denmark – A Milestone for Compliance

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QMRA has now been active for nearly a year, and we are proud to have welcomed many members who share our commitment to responsible affiliation. We continue to work towards becoming the leading compliance indicator for international affiliates.

Beyond compliance, we are expanding our efforts into advocacy. For example, in Finland, we have launched lobbying initiatives as the government considers restricting affiliate activities.

Most importantly, several QMRA members are actively seeking advertising licenses from Google and Meta in various jurisdictions. We are pleased to confirm that in Denmark, both platforms have recognized QMRA membership as a decisive factor in granting these licenses. This information has been directly communicated to us by our members.

This is a significant milestone for QMRA. It confirms that our compliance checks and the presence of the QMRA quality mark on an iGaming affiliate website are taken seriously by key industry players. Additionally, we know that in other markets, QMRA membership is already being considered in similar assessments.

We will continue to strengthen our position and expand our influence. Thank you for your continued support in upholding responsible affiliation standards.

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