The iGaming affiliate powerhouse Better Collective has obtained a substantial shareholding in rival firm Catena Media, surpassing the 5% threshold. This action echoes a recent strategic maneuver in the sector where Allwyn, following an intense contest for the United Kingdom’s fourth National Lottery concession, procured its competitor Camelot.
Although a complete amalgamation of Better Collective and Catena Media is not assured, this acquisition suggests a possible alliance. Both entities are already regarded as industry leaders, having integrated numerous smaller affiliates and solidifying their presence in the flourishing US digital gaming market.
Catena Media, nonetheless, has experienced more prosperous times. Their latest difficulties prompted a strategic evaluation and the choice to divest their prized possession, AskGamblers, to Gaming Innovation Group (GiG). Their share value, which twelve months ago reached 53.68 SEK ($5.15), has declined to 29.05 SEK, notwithstanding a minor recent rebound.
Better Collective, recognizing a favorable opportunity, capitalized on the situation to secure a sizable portion of Catena Media, with the stake projected to be valued at a minimum of $10 million.
The corporate branch is staying quiet, refusing to elaborate on the present circumstances.
This follows just 24 hours after GiG completed its purchase of AskGamblers, an action causing widespread speculation throughout the sector regarding the collaboration of these two affiliate marketing giants.
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