Canadian betting operator FansUnite Entertainment Inc. announced a definitive agreement dated November 22 to acquire the businesses and brands of American Affiliate LLC, securing a podium position in the U.S. online betting market.
American Affiliate is a diverse collection of assets dedicated to generating new depositing customers for legal sportsbooks, online casinos, online poker sites, and adjacent products in the U.S. market. Its vision blends an exclusive focus on the U.S. opportunity with marquee brands, a powerful omnichannel approach, a deep portfolio of proprietary technology, and a proven management team.
“The acquisition of American Affiliate represents the most significant milestone for FansUnite to date,” said Scott Burton, CEO of FansUnite Entertainment. “This transformative transaction will provide us further access to the lucrative U.S. regulated sports betting and online gambling market while generating accretive, high-margin revenue, expanding our leadership team, and accelerating the growth of our company’s footprint in the global gambling market.
“When we looked at how quickly the U.S market is expanding, it made clear strategic sense for us to enter the affiliate business as a way to partner with some of the largest gambling companies in the world. We will now own and operate an unparalleled customer acquisition portfolio, allowing us to leverage our technology, brands and talent to immediately capture share in the U.S. sports betting and online gambling market.”
Combined, the American Affiliate brands represent one of the most significant single sources of new depositing customers for legal U.S. sports betting and online gambling operators. The leadership team has over 40 years of combined experience in the regulated gambling industry, including senior roles at market leaders such as ACEP, Amelco, DraftKings, Catena Media and GeoComply.
Brands, platforms, content, and services highlighted in the transaction include Betting Hero (www.bettinghero.com), Props (www.props.com), BetPrep (www.betprep.com) and Wagers (www.wagers.com).
“Legal U.S. sportsbooks and online casinos are spending billions of dollars to acquire and retain customers,” said American Affiliate CEO Chris Grove. “Our brands, team, and technology allow us to capture a meaningful share of that marketing spend today while producing some of the highest margins in the U.S. online betting ecosystem.
“But that success is only a starting point. We anticipate unprecedented near-term growth as legal online betting continues to expand into new states and new products. Joining with FansUnite was key to our strategy of aggressively scaling our business to meet that opportunity head-on.”
