GIG acquires Magenta Media


Acquisition strengthens GIG’s lead generation business.

Gaming Innovation Group Inc. (GIG) has acquired the assets of a Swedish-based affiliate network from Magenta Media in a deal that includes a four-figured number of referral sites, an experienced team of Search Engine Optimization (SEO) experts and recurring revenues from the existing portfolio of affiliate accounts with partnering operators.

The mainly Swedish casino market-focused network further strengthens the firm as a lead generation company for the online gambling sector, GIG said.

GIG expects to increase operating profit by around Euro 1 million on a 12 month rolling basis through increased activity and synergies with its existing Innovation Labs affiliate operation.

Following completion of the acquisition, Innovation Labs expects to generate more than 45,000 New Depositing Customers to B2B clients and GIG’s own operators on a yearly basis.

“We are happy to conclude the acquisition of a growing, high value affiliate network which will enhance Innovation Labs’ position in referring paying users in the Swedish casino market,” Robin Reed, chief executive officer of GIG said in a press statement. 

A consideration of SEK 47.5 million was agreed, of which SEK 32 million will be settled with new GIG shares. A further one million options will be issued to the employees at closing on terms to be defined.

GIG’s Innovation Labs is essentially an iGaming-focused online marketing firm that refers paying users to B2B clients primarily on perpetual revenue share agreements.