Gaming Innovation Group (GIG) today announced the addition of another affiliate website to its growing network. The company is to purchase the Casino Tops Online website for the total amount of €11.5 million through its Innovation Labs subsidiary.
Subject to due diligence and board approval, the deal has been GIG’s largest affiliate acquisition so far. The transaction is expected to be closed in April 2017.
Innovation Labs is GIG’s online marketing arm. It manages a network of affiliate websites that generate traffic through gambling-related content. Over the past several years, Innovation Labs has been expanding its affiliate family through important acquisitions. It can thus be said that GIG and its subsidiary have turned into one of the key drivers of a growing consolidation trend within the iGaming affiliate space.
Launched in 2011, Casino Tops Online provides casino players with comprehensive information about the best places to play online as well as other related informative pieces that can help customers make the best of their iGaming experience.
As GIG noted in a press release from earlier today, Casino Tops Online generates around €3 million in full-year revenue. The company said it expects to increase revenue from its newest acquisition by 25% in the short term. Further cost and revenue synergies are to be generated once the affiliate website and its related assets are fully integrated into Innovation Labs’ operations. In addition to this, the acquisition is expected to boost Casino Tops Online’s number of annual referred first-time depositors by around 25,000.
Commenting on their largest affiliate deal, GIG CEO Robin Reed said that they are glad to have acquired Casino Tops Online, particularly given the fierce competition in the space. The official further noted that the deal represents an important part in their strategy to create the “largest distribution deal” in the iGaming space.
Casino Tops Online has not been the first affiliate website to join the GIG family this year. It was in mid-February when the major gambling company announced that it is to buy an undisclosed affiliate network for €3.5 million. GIG confirmed today that the involved parties have fulfilled the necessary conditions and the transaction has been closed.