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Mergers & AcquisitionsAffiliate

Better Collective targets UK affiliate market with CasinoLounge acquisition

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liate marketing firm Better Collective has announced it has agreed a deal to acquire its third affiliate provider in three months with the acquisition of UK affiliate site CasinoLounge.co.uk for an undisclosed fee.

The acquisition hungry firm have already bought Austrian affiliate network SportFreunde and German affiliate provider WettPortal.com earlier this month.

CasinoLounge.co.uk is Better Collective’s first acquisition in the UK casino market but the company have stated that their ambition is to build on this purchase and continue forward in the UK.

Better Collective’s current affiliate portfolio comprises over 1,000 websites and products including DiscoverSlots, CasinoVerdiener and bettingexpert LIVE.

The CasinoLounge site was initially launched in 2013, but was later bought by the Cashmio organisation in 2015.

In a statement announcing the deal, Michal Kopec, Head of M&A at Better Collective said: “As an established affiliate, known in the UK market and with UK being a primary market for Better Collective we are happy to expand our portfolio with CasinoLounge.co.uk.

“We believe this will be a good step in our M&A activity, and that we have found a right moment for the two parties to enter such agreement that will see both sides benefit from this contract.”

Maria Boelius, CEO at Cashmio said: “CasinoLounge.co.uk was originally a hobby project, and we are very proud of what it has grown to be. It is bittersweet to say goodbye to our baby, but we are in a position where it is in everyone’s best interest to hand it off so we can focus solely on Cashmio.

We are happy to pass CasinoLounge on to an industry leader like Better Collective. We are sure that in their experienced hands, CasinoLounge will be able to develop even further.”

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