Copenhagen-based sports betting media group, Better Collective, has acquired Atemi Group in a deal worth up to €44M.

Atemi Group is one of the world’s largest companies specialising in lead generation for iGaming through paid media (PPC) and social media advertising, and the acquisition represents a major strategic move for Betting Collective, and presents significant synergistic opportunities. 

Founded in 2015, Atemi Group has mostly been focused on traffic acquisition towards iGaming (online casino, bingo etc), but has more recently pivoted towards building and investing in sports betting comparison platforms. 

Though it has a global presence, its main market is the UK, and the company’s operations are headquartered in London. In 2019, Atemi Group generated revenues of €33M, and registered an organic growth of 70% compared to 2018. 

For 2020, Atemi Group is on course to send over 180,000 new depositing customers (NDC’s) to their partners, and has set a revenue target of >€40M, and operational earnings of approximately €8M.

Discussing the deal CEO of Better Collective, Jesper Søgaard, said:

“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.”

While founder of Atemi Group, 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.”

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