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Market Monitor Paid media to the fore
Paid media to the fore
● Paid versus organic ● Scale matters
● GiG economy● Improved relationship with Google
PAID VERSUS ORGANIC
The big news in the gambling affiliate sector in the fourth quarter – and the biggest piece of M & A to affect the sector for quite some time – came at the start of October when Better Collective unveiled the buyout of Atemi .
The deal is huge and not just in terms of the headline buyout figure of € 44m (£ 40m ). It will immediately propel Better Collective to the top of the listed affiliate sector , with revenues that will dwarf even those of erstwhile market leader Catena Media .
But more than that , the deal also marks the point where there is a divergence of strategy evident within the sector . In buying Atemi , Better Collective is placing a huge bet on paid media , a wager that not everyone else would be willing or able to make .
Noting Better Collective ’ s track record on acquisitions , including its last big deal for esports affiliate HLTV . org at the start of 2020 , analysts at Redeye in Stockholm suggested
PART ONE
Better Collective ’ s strategic objectives in buying Atemi
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● Access to key traffic acquisition channels and competencies within paid media across search platforms
● Access to key social media marketing platforms as an approved advertiser on popular networks Facebook and Instagram
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● Opportunity to swiftly expand into new markets , i . e . the emerging US market , where for instance , Google has recently provided the opportunity to buy AdWords related to online betting and casino
● Significant uplift in NDC volumes
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for Better Collective ’ s partners across markets
● Opportunity to harvest synergies from Better Collective ’ s assets within organic traffic acquisition , sports betting and paid media
● Significantly reduced risk towards organic traffic acquisition
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iGB Market Monitor