Better Collective makes first UK acquisition
Affiliate behind bettingexpert.com enters UK M&A space with purchase of CasinoLounge.co.uk
Better Collective has completed its first UK acquisition with the purchase of CasinoLounge.co.uk for an undisclosed sum.
The digital platform developer bought CasinoLounge.co.uk from egaming casino website Cashmio, which said it intends to focus on its own portfolio of online casino games.
The purchase is the latest development in Better Collective’s UK growth strategy as it hopes to build on the popularity of its affiliate site bettingexpert.com with the expansion of its UK casino offering.
Michal Kopec, head of M&A at Better Collective, said: “As an established affiliate, known in the UK market and with the UK being a primary market for Better Collective we are happy to expand our portfolio with CasinoLounge.co.uk.
“We believe this will be a good step in our M&A activity, and that we have found a right moment for the two parties to enter into such an agreement that will see both sides benefit from this contract.”
The firm also recently completed the acquisition of German sports portal WettPortal.com to add to the purchase of Austrian affiliate SportFreunde, which was closed in June.
The affiliate industry finds itself in a state of flux currently after Sky Bet suddenly closed its affiliate programme citing regulatory concerns, prompting calls for similar action from other operators.