SBC News Voice of the Sports Betting Industry
Gaming Innovation Group (GiG) has moved to strengthen its SEO and content marketing services by acquiring digital media agency Titan Inc Limited.
Announced this morning, GiG has secured ‘heads-of-terms’ to acquire UK-based Titan, a specialist supplier of SEO optimised content services for iGaming media campaigns for €3.2m.
Dealmakers cited: “This strategic acquisition will significantly enhance GiG’s operational efficiency and market position, as cost savings and operational efficiencies underscore the strategic rationale for this acquisition.”
Titan’s SEO and content services will be integrated within GiG’s Media business, which expects to reduce campaign-related costs by up to 50% across its expanding network of websites.
GiG’s acquisition will be paid in three instalments, rewarding Titan with a €1m payment on deal closing and two further €1m payments on a 12- and 24-month agreement – subject to due diligence and board approval, with closing expected in July 2024.
The deal sees GiG onboard Titan’s SEO and content services team, led by agency founder Lee Tadd, who stated: “We are thrilled to join forces with GiG Media.
“Our combined expertise will enable us to deliver exceptional value to our clients and stakeholders. We look forward to leveraging our strengths to drive innovation and excellence in SEO and content services.”
Titan’s acquisition sees GiG continue to bolster its Media business, which will imminently become a standalone business in H2 trading as agreed by corporate investors.
Q1 trading saw GiG declare record revenues of €36m, led by record contribution from Media of €28m, hailing the upward trajectory of new M&A assets Kafe Rocks and AskGamblers.
GiG Media will be led by CEO Jonas Warrer, who commented on the acquisition of Titan: “This acquisition highlights our ambition to continue optimising our value chain, revenue and EBITDA margin.
“We will achieve substantial cost savings by integrating Titan’s SEO and content expertise while significantly enhancing our service quality.”
Further corporate developments saw GiG notify investors this morning that its board was ‘contemplating a bond tap issue’ of senior secured notes equivalent to €15m. The board has mandated ABG Sundal Collier and Pareto Securities to oversee the transaction, arranging meetings with ‘fixed-income investors’ commencing on 17 June 2024.
