Catena Media acquires all affiliate related assets in Baybets Ltd (“Baybets”), one of Europe’s leading affiliate marketing players in the sports betting segment, with a total of 50 websites, primarily focused on the German market.
The purchase price amounts to an upfront payment of EUR 26.5 million together with earn-out payments in the maximum amount of EUR 63.5 million, based on the performance of the acquired assets over a period of 24 months from the 1st of December 2017. The acquisition is expected to generate quarterly sales of approximately EUR 2.25 million with an operating margin of approximately 70 percent.
Through the acquisition of all affiliate related assets in Baybets, Catena Media will strengthen its offering within the sports betting segment and the very important German market. The integration of Baybets into Catena Media will commence immediately following completion of the transaction, which is expected to occur in mid-December 2017 (subject to certain customary conditions being fulfilled, such as the acquired assets being duly transferred to Catena Media). In addition to 50 websites and other affiliate related assets, the acquisition also includes a current team of 23 employees who will form part of Catena Media’s Sports division, based at its offices in Malta.
“We are proud to announce the largest acquisition made by Catena Media since company inception, making us one of the strongest sports betting affiliate players on the market. We have set ambitious financial targets for the company, and the acquisition is fully in line with those targets. We are excited about being able to complete this deal, given the upcoming sports year of 2018, which will have both the Winter Olympics and the World Cup”, says Henrik Persson Ekdahl, Acting CEO, Catena Media.
“I would like to thank all the people that have been involved in the company’s journey so far, bringing us to where we are today. We now look forward reaching new heights together with Catena Media on a long-term basis, both from an operational perspective and as shareholders. We are excited for all the upcoming opportunities that await”, says Jan Steffen, CEO, Baybets.
The initial purchase price, payable at closing of the transaction, amounts to an upfront payment of EUR 26.5 million of which EUR 13.25 million will be paid with newly issued shares in Catena Media and the remainder in cash. The shares will be issued at market value, calculated as the volume-weighted average price for Catena Media’s shares on Nasdaq Stockholm during a period of 30 trading days measured in connection with the signing date. The shares will be subject to a lock-up period of 24 months.
In addition to the initial purchase price, the seller may receive two earn-out payments based on the performance of the acquired assets over a period of 24 months from the 1stof December 2017. Catena Media may choose to pay any earn-outs in cash or in newly issued shares in the company. Any new shares issued will be issued at market value, calculated as the volume-weighted average price for Catena Media’s shares on Nasdaq Stockholm during a period of 30 trading days measured in connection with the relevant payment date.
The maximum amount of the first earn-out payment is EUR 20.0 million and is payable 45 business days after the 30th of November 2018. If paid in shares, a lock-up period of 12 months apply.
The maximum amount of the second earn-out payment is EUR 43.50 million and is payable 45 business days after the 30thof November 2019. If paid in shares, a lock-up period of 6 months apply.
In a reasonably expected scenario, the total cost of the acquisition would be approximately EUR 57.0 million, i.e. the upfront payment of EUR 26.5 million and earn-out payments in the total amount of EUR 30.5 million. In this scenario the acquired assets of Baybets needs to generate revenue growth of above 40 percent per year during the earn-out period of 24 months.
Being one of the leading actors in lead generation, Baybets’ core business is developing and maintaining comparison sites for the iGaming industry by driving traffic through high quality content and offers. Baybets’ portfolio includes sites such as sportwetten.org and sportwette.net, and the business is concentrated on the German-speaking (DACH) markets. The team consists of 23 employees based in Malta.
About Catena Media:
Catena Media plc is an online performance marketing company that has established a leading position through strong organic growth and acquisitions. The business was started in 2012 and the group has approximately 245 employees in the US, Australia, Japan, Serbia, UK, and Malta, where the Head Office is situated. In 2016, revenues reached approximately EUR 40 million. The company is listed on Nasdaq Stockholm Mid Cap.
Tipico U.S. Partners with Income Access for Affiliate Program
Soon to launch New Jersey-facing sportsbook to leverage Income Access’ platform and affiliate management services
Tipico U.S., a division of Tipico Group, one of the largest European sports book operators, today announced a partnership with Income Access, Paysafe Group’s marketing technology and services provider. The partnership will see Tipico U.S. unveil a new affiliate program in New Jersey for its imminently launching sports betting and iGaming brand, which will be managed by Income Access’ team of affiliate marketing experts, while leveraging the company’s technology solution.
Tipico Group, which possesses nearly 15 years of online and retail sports betting experience in Europe, is one of the few operators to use proprietary technology to power its gaming products. Regulated by the New Jersey Division of Gaming Enforcement (DGE), Tipico U.S. will officially unveil its new gaming brand to sports enthusiasts within the state in 2020.
Supporting affiliates with their acquisition and retention efforts is Income Access’ affiliate software, which features comprehensive tracking and reporting tools. As the upcoming Tipico U.S. program will also be managed by the company’s in-house affiliate management team, the brand will benefit from expert knowledge in affiliate recruitment, outreach, maintenance, payments and more.
The launch of the Tipico U.S. affiliate program will enable affiliates to develop and monitor digital marketing campaigns for the international sports gaming and entertainment company. Aiming to engage with active sports bettors, Tipico U.S. is a brand for players who want cutting-edge sports betting experiences. At launch, Tipico will offer simple enrollments via their mobile app, web and desktop platforms, as well as competitive player promotions.
Adrian Vella, Managing Director, U.S. Business at Tipico, said: “We’re thrilled to partner with Income Access and look forward to the great work the company will be able to produce for our team. As part of our U.S. expansion, we’ve made sure Tipico is aligned with the best in the business, particularly those with deep experience in the regulated New Jersey market.”
Keith Gormley, Head of U.S. Marketing at Tipico, added: “This partnership will serve as a key piece in our marketing strategy for both our upcoming launch in New Jersey and our expansion into other regulated markets in the U.S. Through our collaboration, we’re anticipating driving high-quality players into the Tipico sports betting product.”
Tara Wilson, SVP and General Manager at Income Access, Paysafe Group, said: “Sports affiliates will soon be able to promote Tipico, a well-known brand in the gaming industry, thanks to our partnership. Both our platform and management services will help affiliates establish a presence in New Jersey, while also encouraging overall program growth.”
The Lottery Office Launches Affiliate Programme with Income Access
The Lottery Office, Australia’s premier online lottery operator, has announced the launch of its new lottery affiliate programme with Income Access, Paysafe’s marketing technology and services provider. The agreement will see the iLottery brand, which is regulated by the Northern Territory Government of Australia, leverage Income Access’ comprehensive affiliate marketing software to optimise programme growth and increase affiliate partnerships in Australia.
An established brand with over 16 years of experience in the global lottery industry, The Lottery Office employs a unique business model, whereby Australian players are provided with a matching ticket, at the lottery of their choice, for major lotteries across the globe once a ticket is purchased locally. The company’s portfolio includes seven of the world’s biggest lottery brands such as EuroMillions®, EuroJackpot® and US Powerball®.
Part of the Global Players Network Pty Ltd, The Lottery Office is also one of a select group of online lottery operators that are licensed by the Northern Territory Government of Australia to sell tickets to Australians, allowing customers to benefit from international lottery draws.
The integration with Income Access’ award-winning reporting and tracking technology will grant The Lottery Office and its affiliates access to key data and tools that can be leveraged towards their combined digital marketing efforts to maximise overall revenue growth. Furthermore, the platform features state-of-the-art ad targeting capabilities based on geo-location, time of day, device, browser and other criteria.
Qualified partners will benefit from the brand’s in-house affiliate team with the long-standing history and experience required to acquire and retain high-value iLottery players. In addition, affiliates will be compensated through competitive revenue commission schemes.
Jaclyn Wood, CEO at The Lottery Office, said: “The combination of Income Access’ leading affiliate software and dedicated affiliates, who will play an integral role in our advancement, gives us a powerful marketing advantage while aligning with our strategic growth plans.”
Tara Wilson, SVP and General Manager at Paysafe’s Income Access, said: “We’re thrilled to be partnering with a company like The Lottery Office, which has such a strong presence in the Australian online lottery market, in support of its affiliate programme launch. Through our software platform, we will provide essential marketing tools to support both the growth of its affiliate channel, as well as the brand’s overall exposure in Australia’s expanding iLottery market.”
BonusFinder.com granted Responsible Affiliates in Gambling (RAiG) membership
Cements company’s commitment to social responsibility in UK gaming affiliate sector
BonusFinder.com has been granted membership of the Responsible Affiliates in Gambling (RAiG) body in recognition of its commitment to responsible gaming and player safety.
RAiG’s mission is to raise standards in the UK affiliate sector around responsible gaming, to foster wider initiatives to promote social responsibility and help to create a safer gambling environment for consumers.
Before being granted its membership, BonusFinder.com successfully completed a third-party social responsibility audit, ensuring it fulfils the association’s entry criteria as well as being compliant with a range of existing statutory and non-statutory regulations.
As a member of the RAiG, BonusFinder.com has agreed to uphold the Code of Conduct set by the association around social responsibility, business ethics and regulatory compliance.
The association was founded in 2019 with founding members including Better Collective, Oddschecker, and the Racing Post.
Fintan Costello, Managing Director, BonusFinder.com, said: “Ever since we started the business a year ago we have been firmly committed to ensuring the highest levels of compliance and licensing, with player safety our number one priority.
“Being granted a membership to RAiG further cements this pledge and we look forward to working together with the association and its members to share knowledge and experience and to ensure that best practices and standards are upheld in the affiliate industry.”
Clive Hawkswood, Chairman of RAiG, said: “We are thrilled to welcome BonusFinder as a member as we continue our work to promote the socially responsible marketing of gambling products.
“Our members want to go beyond what’s required and recognise the role that affiliate marketing providers must play as part of wider industry initiatives in the UK to promote social responsibility and a safer gambling environment for consumers.”
BonusFinder.com was founded in 2019 with a simple goal to allow people to “play with more” at their favourite casino or sportsbook and operates in several European markets and holds affiliate licences in five US states.
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