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.
Matching Visions Opens Shop in Lithuania
It’s official, Matching Visions have opened their doors in Lithuania! With offices situated in Malta and Denmark, Matching Visions decided to broaden their horizons further by opening an office in Lithuania.
This began due to the company hiring quite a few Lithuanian employees and felt the need to grow at a speedy rate. First to join the Matching Visions team was Agnė Galvelytė in 2018. This opened the doors to the idea of hiring more people and opening an office.
Running the office in Lithuania, will be Matching Visions brand new hire, Alanas Ivšinas. This top affiliate manager joins Matching Visions from the successful Oddschecker Global Media. This is what he had to say:
“After few amazing years at Oddschecker Global Media (ex. iBus Media), it is time for me to take a new step and pursue other career opportunities in the gambling industry. Most in the gaming industry are very well aware about one of the best affiliate networks – Matching Visions, and knowing Dennis personally, made the decision that much easier to make the move.
Lithuania is an amazing country, known for its talented people who are looking for their next steps in the international market. There is no doubt that this market can help Matching Visions create some new ideas and find new opportunities.”
Currently, there are 4 great Lithuanian employees working for Matching Visions and we can only imagine this will strengthen them in many industries. What did, CEO, Dennis Dyhr-Hansen have to say?
“We are always on the look out for the best opportunities. Opening an office in Lithuania was definitely the next step for us as our team is growing quite quickly. We have secured a great spot and are pleased to announce the joining of Alanas Ivšinas to our team.
We have also hired some other great Lithuanian employees and can only see more success on the horizon!”
Matching Visions have officially opened their doors and are looking forward to conquering more in the future!
Better Collective becomes co-founders of new trade association, Responsible Affiliates in Gambling
World leading iGaming affiliate, Better Collective, co-founds new trade association, Responsible Affiliates in Gambling, that is established to promote the socially responsible marketing of gambling products and a safer gambling environment for consumers.
The three iGaming actors Better Collective, Oddschecker and Racing Post have launched the trade association, Responsible Affiliates in Gambling (RAIG), as they recognise the role 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.
As a condition of membership of RAIG, each member will be subject to an annual social responsibility audit which will be conducted by Gambling Integrity. This audit is designed to ensure compliance with a range of existing statutory and non-statutory regulation as well as any additional measures which might be adopted over time. These will include:
- The UK Code of non-broadcast Advertising and Direct and Promotional Marketing (the ‘CAP’ code)
- The UK Code of Broadcast Advertising (‘BCAP’ code)
- The Gambling Industry Code for Socially Responsible Advertising
- Any relevant guidance issued by regulators such as the Advertising Standards Authority; Gambling Commission; and Information Commissioners’ Office on affiliate marketing requirements.
Jesper Søgaard, CEO of Better Collective, said: “For Better Collective, compliance and responsible gambling have always been core focus areas due to our commitment and vision to empower iGamers. I am therefore extremely proud that we become co-founders of RAIG which I believe can be a game-changer for compliance standards for affiliates and which will ensure a lift of the entire industry in terms of responsible behaviour for the benefit of the users”.
Clive Hawkswood has been appointed inaugural chairman of RAIG.
Read more about Responsible Affiliates in Gambling here: https://www.raig.org/
Clive Hawkswood (Chairman): was most recently Chief Executive of the Remote Gambling Association (RGA) from August 2004 to January 2019. He was formerly head of the Betting & Racing Branch at the Department for Culture, Media & Sport (DCMS). Prior to that, he was at the Home Office, spending time in both the Gambling Section and the Horseracing Policy Team. He has been on the boards of GambleAware; GAMSTOP (The National Online Self Exclusion system); The Industry Group for Responsible Gambling; and the Gambling Anti-Money Laundering Group. He was also the author of the Industry Code for Socially Responsible Advertising and various industry good practice guidance publications ranging from complaints handling to GDPR implementation.
Karl Pugh: Head of Business Development at Better Collective
Guy Harding: Head of Commercial at Oddschecker
Cian Nugent: Digital Director at the Racing Post
About Better Collective
Better Collective’s vision is to empower iGamers through transparency and technology – this is what has made them the world’s leading developer of digital platforms for betting tips, bookmaker information and iGaming communities. Better Collective’s portfolio includes more than 2,000+ websites and products, among other bettingexpert.com, the trusted home of tips from expert tipsters and in depth betting theory.
About Responsible Affiliates in Gambling
Responsible Affiliates in Gambling (RAIG) is a trade association founded in 2019 by the three gambling affiliate players The Racing Post, Oddschecker and Better Collective. The purpose of the association is to foster wider initiatives in the UK affiliate marketing sector to promote social responsibility and create a safer gambling environment for consumers. As a condition of membership, each member will be subject to an annual social responsibility audit which will be conducted by an independent third party.
Manchester Betting Affiliate Aims To Take The US By Storm With Launch Of GamingUSA.com
Following their success in the UK betting affiliate market, Manchester based firm Moneta Communications have taken their business stateside with the launch of their first American website, GamingUSA.com.
With casino, slots, horse racing and sports websites in the pipeline, GamingUSA.com is the first of what will be many sites that will be geared towards the American market.
The team embarking on a new project will be using their expertise in website and content creation to spearhead multiple sites that will appeal to the betting fraternity.
The sites users will be provided with all the latest information on online gaming and betting availability by state, allowing them to make well informed decisions.
GamingUSA.com is being backed by Fred Done, the renowned businessman and owner of industry giant Betfred.
Speaking on entering the US market, Fred said: “GamingUSA is one of our most exciting projects. The speed at which many states are looking to legalise betting shows that this is a lively new frontier for our industry. With many sports shows now openly incorporating betting lines, it is becoming evident that people are starting to embrace betting on sports and we intend to be at the heart of that.”
The determination to enter the American market was sped up by the Supreme Court’s decision to strike down the 1992 Federal Law that prohibited most states from implementing their own betting laws.
This ruling means that more people will be able to bet legally and already more than half the individual states have bills in their respective state legislatures to open up betting opportunities online.
GamingUSA Chief Operations Officer Natalie Merrison said of the launch of the website: “Myself along with Moneta’s experienced CEO Daniel Campbell and our talented team here at GamingUSA.com, are excited to enter the US betting affiliate market.
“Our collective experience and knowledge of the industry means that we are confident that this will be a very prosperous project for all involved. We are thrilled to be bringing a unique betting experience to an American audience.”
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