“ As Better Collective continues to dominate , the erstwhile market leader Catena Media has also been busy divesting itself of large chunks of its business ”
€ 176m Sum Better Collective paid for Playmaker in November 2023
€ 219m
Amount paid for the Action Network back in 2021
“ As Better Collective continues to dominate , the erstwhile market leader Catena Media has also been busy divesting itself of large chunks of its business ”
auditors and better financials . All in all , it can be a lot smoother with fewer surprises .”
Or as another affiliate industry insider who preferred to stay anonymous said : “ Catena was a game plan that was executed exactly as it wished . You buy strong assets and let them run at a high pace as long as possible but never have a plan to consolidate tech and other parts .”
THE GAME MOVES ON
Regardless of the track record on M & A in some quarters , the truth is that there will surely be more deals in 2024 as the relentless logic of the economics of bigger deals and larger entities continues . Robinson certainly believes there is more to come . “ There ’ s a palpable uptick in activity which , barring any unforeseen black swan events , should persist for the next 18-24 months ,” he predicts .
“ As is typical with mature markets , consolidation often leads to a small number of entities gaining dominance in the sector . This might very well be the trajectory for larger affiliates .”
It seems certain the big will get bigger . Whether they necessarily get better , though , will depend on the behind-thescenes work done post-acquisition .
SCOTT LONGLEY is managing director of And More Media . Scott has been a journalist since the early noughties covering personal finance , sport and gambling . He has worked for a number of publications including Investment Week , Bloomberg Money , Football First , eGaming Review and Gambling Compliance . He also helps produce the Earnings + More betting and gaming sector newsletter .
iGB AFFILIATE LONDON 2024 • ISSUE 94 • 57