Betsson acquires GiG brands Guts, Kaboo, Rizk and Thrills

Stockholm-listed gaming operator Betsson has agreed a deal with Gaming Innovation Group (GiG) to acquire GiG’s subsidiary Zecure Gaming Ltd. for an initial consideration of €22.3m, giving it control of B2C brands Guts, Kaboo, Rizk and Thrills.

The brands currently operate under licenses issued in Malta, UK, Sweden and Germany (Schleswig-Holstein), with Rizk also slated to soon launch in the regulated Spanish and Croatian markets.

According to the deal which is estimated at approximately €50 million, Betsson will keep the brands operational on GiG’s platform for a minimum 30 months.

By divesting the B2C vertical, GiG will free up resources, enabling full dedication on driving and growing its B2B business, securing stable and sustainable earnings and profit margins.

Pontus Lindwall, Chief Executive Officer of Betsson AB commented: “We believe this deal offers a good opportunity for Betsson to consolidate, create synergies and apply our core B2C skills and marketing insights to scale these assets to their true potential. The agreement with GiG further strengthens and expands Betsson’s outreach and growth potential for its proprietary sportsbook and payments platforms in the B2B market.

Betsson has significantly invested in the development of its sportsbook and now delivers a powerful offering. A key strategy is to grow our sportsbook with B2B customers and I am excited to collaborate with GiG as a distribution channel. We share the same passion for sports betting and providing a player environment which is unique, entertaining and safe.”

Richard Brown, Chief Executive Officer of GiG added: “I am very excited about this transaction as it provides multiple upsides to GiG. While putting the Company in a financially sustainable position, it gives us the ability to focus on where we see real long term shareholder value. This transaction serves as a strategic focusing of the Company’s efforts towards the B2B segment. Offering both B2C and B2B services had synergies in the past, however, the current conflicting priorities of the two business areas, and increased complexity in the market, have lessened the potential offering on both fronts and our ability to sign new customers.

I am delighted to retain our brands on the platform and in the process, adding Betsson as a partner as we share the same ambition of responsibility for all stakeholders, safe play for the end user, and an entertaining user experience. I am certain that together with their speciality, focus and strong track record on driving B2C growth, it will be a fruitful partnership. Additionally, the planned integration of Betsson’s sportsbook into our platform offering, not only provides cost saving synergies, it also allows us to offer one of the most well-renowned European sportsbooks to our current and future B2B partners. We are excited to support Betsson’s growth of the brands we have built and now look forward to GiG next chapter as a specialist iGaming B2B provider“.

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