Through subsidiary GIG Media, igaming company Gaming Innovation Group is to acquire Danish digital marketing company and sports betting affiliate Rebel Penguin in a deal worth €13m.
Rebel Penguin has, since 2007, generated more than 155,000 paying customers for betting clients in the UK and in the Nordic region.
RP will offer GIG a huge boost ahead of the 2018 FIFA World Cup and the two will also take RP’s marketing capabilities into the online casino sector for the first time. The acquisition will be settled for €9.1m in cash and 7,165,000 GIG shares. The deal is expected to close this month and all RP staff are to be retained.
GIG CEO Robin Reed said: “This is another milestone for GIG Media. Through this acquisition, we will reach millions of monthly ad placements throughout major distribution channels such as Facebook and Google.
“We strengthen our position in three main areas: paid media, regulated markets, and sports betting. For sports betting operators we increase traffic-driving capability significantly. Finally, we bolt-on Rebel Penguin’s proprietary technology to our platform and add 30 highly competent marketers.”
The move follows July’s news that a GIG subsidiary, Innovation Labs, was to acquire Stk Marketing, one of the biggest affiliate networks in Scandinavia, for around €26m.
