GIG enters paid media space with fifth acquisition of 2017
Nordic gaming firm agrees £11.9m purchase of Rebel Penguin to enhance sportsbook offering ahead of 2018 World Cup
Gaming Innovation Group (GIG) has agreed to acquire Danish performance marketing company Rebel Penguin (RP) for £11.9m.
The acquisition is GIG’s fifth of 2017 and was agreed through the Nordic firm’s affiliates subsidiary, GIG Media.
The firm said the acquisition of RP is an important initiative in its strategy of enhancing sportsbetting capabilities ahead of the 2018 World Cup.
GIG CEO Robin Reed said: “Through this acquisition, we will reach millions of monthly ad placements throughout major distribution channels such as Facebook and Google.
“We strengthen our position in three main areas: paid media, regulated markets, and sportsbetting and for sportsbetting operators we increase traffic driving capability significantly.”
RP has directed more than 155,000 paying customers to sports betting clients in the UK and Nordics, generating annual revenues of £6.2m.
GIG also confirmed that the 30 plus staff at the Copenhagen-based marketing company will be retained.
“RP has so far not approached the casino market where GIG has a leading and rapidly growing presence, so the casino segment represents attractive and untapped potential,” said GIG’s statement to investors.