Better Collective acquires Atemi Group for £40m

Mergers & Acquisitions | South East | Sport | Technology

Sports media group, Better Collective, has completed the acquisition of Atemi Group, for up to £40m. Atemi Group is one of the world’s largest companies specialised within lead generation for iGaming. The acquisition is a major strategic move for Better Collective with significant synergistic opportunities.

Atemi Group was founded in 2015 and is a global iGaming lead generation company specialised in paid media (PPC) and Social Media advertising. Distribution channels include Google, Microsoft Bing, Facebook and Instagram among others.

Atemi Group has a global presence with its most prominent market being the UK and their main operations are placed in London. In 2019, Atemi Group generated revenues of £30m with an organic growth of 70% compared to 2018.

Jesper Søgaard, CEO of Better Collective, said: “This acquisition is a very important step for us to reach our strategic target of becoming the leading sports betting aggregator in the world. 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. The acquisition will immediately bring Better Collective in the absolute leading position when in comes to customer acquisition for the online operators, with an estimated annual NDC level of of more than 600.000, and from a financial perspective Better Collective will take a leap of having proforma annual revenue of estimated more than £100m with high operational earnings and cash flow.”

Richard Skelhorn, founder of Atemi Group, commented: “We built a very successful gaming affiliate business over the past five years at Atemi. 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.”

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