Affiliate network Catena Media has continued on the acquisition trail with the purchase of Bettingpro.com.
The reported purchase price is £13.9m, with £11.9m to be paid up front, followed by a further £2m in six months contingent on the successful transfer of Bettingpro’s assets.
With a focus on acquiring punters for regulated partners in the UK and Australia, Bettingpro assets passing to Catena Media include Footballtips.com, Bettingpro.com.au and Livetennis.com.
The acquired assets currently generate quarterly sales of €1.2m, with 90% of revenue deriving from sports betting and 10% from online casino.
Bettingpro generates leads through the publishing of “unique quality content written by experienced journalists”, of which it engaged 25-30 on a freelance basis.
These writers will be integrated into Catena Media’s existing framework as part of the acquisition process.
Robert Andersson, CEO of Catena Media, said: “This is a perfect example of an acquisition in line with our global growth strategy. It's going to be a game changer within our sport segment, and we will be well positioned for an eventful 2018 which includes both Winter Olympics and World Cup in football.
“With the presence in Australia, we add another geographical market which we will use as a beachhead to grow our market shares in Asia Pacific.”
Catena Media has expanded its reach with a number of acquisitions in recent months, having already added AskGamblers.com, Newcasinos.com and assets in Online Media to its network in 2017.