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Better Collective is eying to become the leading sports betting aggregator in the world and in order to achieve its strategic target completed the acquisition of Atemi Group, a company specialized in lead generation in the iGaming market through paid media (PPC) and social media advertising.
The cost of this purchase is estimated to be 40 million GBP. 32.5 million GBP will be paid upfront at closing in a combination of 27.8 million GBP in cash and 4.7 million GBP in Better Collective shares from the treasury shares holding. The remaining 7.5 million GBP will be paid in equal quarterly deferred payments until the end of 2021.
Better Collective’s CEO Jesper Søgaard commented on the deal: “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 it comes to customer acquisition for the online operators, with an estimated annual NDC level 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 120 million EUR with high operational earnings and cash flow”.
