Sports betting media group Better Collective, has completed the acquisition of Atemi Group for up to £40 million. Atemi Group is an affiliate marketer and one of the world’s largest companies specializing in boosting iGaming through paid media (PPC) and social media advertising. The acquisition is a major strategic move for Better Collective with significant synergistic opportunities.
Atemi Group, founded in 2015, is a global iGaming lead generation company specializing in paid media (PPC) and social media advertising, distributed through channels including Google, Microsoft Bing, Facebook and Instagram, among others. Historically, the focus of the company has mostly been on traffic acquisition towards iGaming (online casino, bingo, etc.), but the company more recently has focused on building and investing in sports betting comparison platforms. Atemi Group has a global presence, with its most prominent market being the U.K.
In 2019, Atemi Group generated revenues of €33 million with an organic growth of 70 percent compared to 2018.
The acquisition of Atemi Group provides Better Collective with additional channels of traffic sourcing high-intent customers at a large scale. Atemi Group has built a state-of-the-art tracking and attribution platform for online paid media activities.
“This acquisition is a very important step for us to reach our strategic target of becoming the leading sports betting aggregator in the world,” said Jesper Søgaard, CEO of Better Collective. “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.
“We built a very successful gaming affiliate business over the past five years at Atemi,” said Richard Skelhorn, founder of Atemi Group. “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.”
