A ‘major strategic move’ has been completed by Better Collective after announcing that the acquisition of igaming lead generation specialist Atemi Group has been completed.
Approximately £ 40 million of the purchase was valued, of which £32.5 million was charged upfront at closing. A mix of £27.8 million in cash and £4.7 million in Better Collective equity from the keeping of treasury shares would do this. At the end of 2021, the remaining £ 7.5 million will be charged in equivalent quarterly deferred payments.
Better Collective ‘s CEO, Jesper Søgaard, commented: “This acquisition is a very important step for us to reach our strategic target of becoming the leading sports betting aggregator in the world. Atemi Group has been on an impressive growth journey since the company was founded in 2015, and has reached the large scale it takes to be competitive and profitable within paid media.
“We see many opportunities for expansion into new markets and for harvesting synergistic effects between our assets and competences. The acquisition will immediately bring Better Collective in the absolute leading position when in comes to customer acquisition for the online operators, with an estimated annual NDC level of of more than 600.000, and from a financial perspective Better Collective will take a leap of having proforma annual revenue of estimated more than 120 million EUR with high operational earnings and cash flow.”
According to Better Collective, the acquisition of Atemi Group would provide ‘significant synergistic opportunities’ by supplying ‘high-intent customers at a large scale’ with a range of additional traffic channels.
Furthermore, Better Collective claimed that ‘the acquisition offers the opportunity to scale PPC operations into additional attractive markets and to continue investing in the opportunity for sports betting.’
Better Collective outlined in its declaration a set of ‘strategic objectives’ for the acquisition. This included, respectively:
- Access to key traffic acquisition channels and competences within paid media across search platforms
- Access to key social media marketing platforms as an approved advertiser on popular networks Facebook and Instagram
- Opportunity to swiftly expand into new markets, i.e. the emerging US market where for instance Google has recently provided the opportunity for buying Adwords related to online betting and casino
- Significant uplift in NDC-volume for Better Collective’s partners across markets
- Opportunity to harvest synergies from Better Collective’s assets within organic traffic acquisition, sports betting, and paid media.
Atemi Group was founded in 2015 and is recognised by Google, e, Microsoft Bing, Facebook and Instagram as the leading igaming agency specialising in paid media (PPC) and social media ads, driving mass engagement campaigns.
Atemi Group founder Richard Skelhorn added: “We built a very successful gaming affiliate business over the past five years at Atemi. All credit goes to the amazing team and now we are thrilled to be joining Better Collective.
“Atemi and Better Collective are both market leaders in their respective areas, and the combination of the two companies, creates a very strong force in gaming affiliation. I am certain this will take us to the next level.”