Ahead of a rumoured initial public offering (IPO), online gaming affiliate Atemi has confirmed that it has taken over UK casino affiliate 5 Star Traffic.
Under the terms of the acquisition, which have not yet been disclosed, Atemi seeks to strengthen its UK presence via the acquisition after purchasing 100 per cent of the outstanding shares of 5 Star Traffic.
“We’re pleased to announce the addition of 5 Star Traffic to the group,” Atemi’s chief operating officer, Manuel Berndoerfler, said. “We will continue to operate the business independently but take advantage of the synergies and insight available to the media buyers and account management teams.
“Adding more operators to our client list is exciting and we look forward to building on these relationships as we continue to grow our sports betting business in the back half of this year.”
The move is hoped to also boost Atemi’s capabilities of investing into sports betting ahead of the 2019-20 English Premier League football season, as it moves towards pursuing a number of new strategic acquisitions.
Earlier this year, the affiliate rebranded from Rise Project to Atemi as it planned to pursue listings on the London AIM stock exchange.
According to the affiliate company, Atemi had already boosted its media spend to over £50,000 (€55,709/$62,909) a day, counting a number of major operators (bet365, Paddy Power Betfair and William Hill) among its media clients.
Meanwhile 5 Star Traffic is described as one of the largest UK casino affiliates, spending more than £12m (€13.3m/$14.9m) per year on premium media.