iGB-Affiliate-Monitor_OCTOBER-2021 - Page 8

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Affiliate Monitor Sign of the times : Oddschecker changes hands
but that the importance of price to US punters shouldn ’ t be dismissed .
CATENA DOUBLES DOWN
During the quarter Catena Media made further moves to cement its position in the US . First , it acquired Lineups . com for $ 39.6m payable in three instalments during the next two years as mentioned in the last Affiliate Monitor .
Lineups . com recorded sales of approximately $ 7.5m in the 12 months to the end of April , which Catena said was the equivalent to about 10 % of its US revenues for the year to the end of the first quarter . Of that buyout , Catena Media CEO Michael Daly said that adding to the portfolio “ gives us even more upside and will be a key player for upcoming markets ”, noting that the integration was already completed .
Further throwing its weight around , Catena then added the betting and gaming assets of the i15 Media business to its stable for a further outlay of $ 45m . The assets consist of more than 100 websites such as Michigansharp . com and NYSportsDay . com as well as nationally ranking sites like gamblingonline . com .
“ In addition to i15 ’ s strong national and state brands generating revenues in current markets , the additional coverage for upcoming states will further cement Catena Media ’ s leadership position in the US ,” Daly said . Notably , the founder of i15Media , Kendall Saville ( previously the cofounder of the PlayNJ assets which helped establish Catena ’ s footprint in the US back in 2017 ) will join Catena as an advisor .
The assets generated combined revenue of approximately $ 8m in the 12 months to 31 July 2021 . Sixty-seven percent of this figure arose in the first quarter 2021 , coinciding with the peak of the North American sports season and the opening of the states of Michigan and Virginia .
iGB Market Monitor October 2021