Affiliate Announcements
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.”
“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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