Affiliate Monitor
5
UK OK
UK OK
● A potted history ● Search me
PART ONE
After years of being obscured from view by the shadow of onerous regulation , the UK ’ s usefulness as an affiliate market is once again coming to the fore .
Notable during Better Collective ’ s second quarter call was what the company said about its recent AceOdds acquisition . While the Playmaker HQ deal has gone south – see the Better Collective Q2 review on p8 of this report – the AceOdds business was anything but a disaster .
Acquired in March this year for € 43m , AceOdds has somewhat lived up to its name with an integration that Better Collective said was “ seamless and swift ” with the brand “ outperforming expectations , as it has benefitted from better rankings following the change in the search landscape .” An ace , indeed .
Belying the old saying that you only get out of something what you put into it in the first place , Better Collective chief executive Jesper Søgaard said he wanted to highlight how “ not all our acquisitions require the same efforts ”.
“ For instance , an acquisition like AceOdds is familiar territory , seamlessly blending into our business structure without much integration work needed ,” he said .
Similarly , the equally acquisitive and ambitious Gambling . com Group said of its recent Freebets . com acquisition , bought from XLMedia in April for up to $ 42.5m depending on the earnout , that it was “ trending ahead of expectations ”.
“ The acquisition included a substantial base of NDCs previously [ which have been ] referred on a revenue-share basis ,” said chief executive Charles
September 2024