I would have been more encouraged if there was a press release saying , ‘ We ’ ve entered the media game ’
KYLE SCOTT LASKOWSKI , FOUNDER , CROSSING BROAD
other opportunities , there was no opportunity for organic growth .”
The focus on CPA isn ’ t just a matter of preference either . The red tape involved in securing a revenueshare permit , Armitage says , can be “ hellishly difficult ” to manage .
Windsor agrees : “ There ’ s quite a large fee to get the revenue share licence . And it isn ’ t just the initial fee . The paperwork to get the licence by affiliates is , I ’ m told , pages and pages and pages .”
So given the challenges , why would Sportradar buy in ?
“ When the news was shared with my team , we were all scratching our heads ,” Windsor says . “ It does seem a strange play . They ’ re going down a different route but maybe they can bring something different .”
Was it just a chance to bring in an
As a standalone property , it is profitable , but integrating it now is making it really strongly valuable
CARSTEN KOERL , SPORTRADAR CEO
ABOUT ME
extra income stream on the cheap , or might the data behemoth see something in the US affiliate market ?
Value play or rounding error ?
Boss Carten Koerl ’ s comments during November ’ s earnings call suggest a little of both .
“ As a standalone property , it is profitable , but integrating it now is making it really strongly valuable ,” he says .
Koerl noted that the deal helped expand Sportradar ’ s margins , but also said that affiliation was “ the missing piece in the 360-degree proposition which we had ”.
What does that mean ? Well , it ’ s not totally clear . Sportradar didn ’ t make its own announcement explaining its plans when it struck the deal .
Outsiders see some potential in the idea of one of the industry ’ s
major tech firms getting involved in affiliation . Gouker notes it isn ’ t the first vendor to get into the affiliate game . He says the deal is reminiscent of GeoComply ’ s acquisition of Betting Hero .
“ For ourselves as a mid-tier affiliate , it ’ s a sign of validation ,” Armitage says . “ I think they see it as a value trick . I don ’ t think they ’ re the type of business to splash cash on a whim . “ Does this mean they ’ re going to hoover up other mid-tier affiliates ? We ’ ll see .”
With a colossal supply
Daniel O ’ Boyle is a journalist who has covered the gambling sector since 2019 . He worked as news editor and managing editor for iGaming Business and most recently was business news editor for the London Evening Standard .
of data at its fingertips , does Sportradar have something new to offer that more media-focused rivals don ’ t ?
“ They ’ re very well connected in a way that other affiliates wouldn ’ t be ,” he says . “ They ’ re one of the main providers for UEFA , MLB and the NHL . The influence and connections they have will put them in a much greater position than other affiliates will .”
Laskowski can see that as a potential path for the site he founded , and still roots for .
“ Because Sportradar is not a traditional affiliate company , I think there could be some interesting outcomes for the assets and the ability to convert readers as affiliates because they ’ re a tech and data company ,” Laskowski says – before adding , “ That ’ s the charitable view .” What ’ s the less charitable view ? “ This was a pretty cheap deal for Sportradar . For them , it ’ s a rounding error .
“ I would question how invested they are in the assets , and I would include the assets I founded .
“ How much interest do they have in actually growing a media brand that they acquired ? I don ’ t know .
“ I would have been more encouraged if there was a press release saying , ‘ We ’ ve entered the media game .’”
If Sportradar has big plans for its new media assets , it ’ s keeping them close to its chest so far .
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