Gaming Innovation Group has marked another milestone in its US expansion campaign as it recently obtained authorization from the Pennsylvania Gaming Control Board to provide affiliate marketing services in the Keystone State.
Through its Media division, GiG has been active in three other US states. The company’s US-facing affiliate websites include the World Sports Network (WSN) and CasinoTopsOnline.
GiG secured an affiliate vendor registration in New Jersey in early 2019. The company then obtained a certificate of registration for sports wagering in Indiana in December 2019. Its flagship WSN website is also operational in West Virginia, where sports betting affiliates are not required to receive licenses from the local regulator in order to be able to conduct their activities.
Commenting on their latest important achievement as they seek to growth their US footprint, GiG Chief Executive Richard Brown said that their authorization in Pennsylvania arrives “at an opportune moment” for them as their flagship WSN website continues to climb in Google rankings in the US.
Mr. Brown went on that their entry in Pennsylvania as an affiliate would “provide us with more opportunities to convert visitors into players and we’re fully prepared to enter more states as they allow legal operators to start accepting customers.”
Focus on B2B
News about GiG’s US expansion milestone emerged just a week after the company announced that it has entered an agreement to offload its B2C arm to online gambling group Betsson in a move that would enable it to focus on its B2B operations, “reduce complexity and improve efficiency.”
Under the terms of their deal, Betsson will pay €31 million on the day the transaction closes. That amount will include €22.3 million in cash payment for the acquisition, plus a prepaid platform fee of €8.7 million. The gambling operator has agreed to keep the brands it is set to acquire operational on GiG’s proprietary iGaming platform for at least 30 months.
Of its decision to offload its B2C operations, GiG said that this would free up resources and would enable it to fully dedicate its attention on driving and growing its B2B division. The company said last week that there is a “large and sustainable addressable market for its platform business” as online gambling continues to get regulated in more and more countries.
GiG also pointed out that it would seek partners for the growing US gambling market. The gambling group is one of just several B2B providers that are authorized to offer omni-channel online gambling services in a number of states around the US.
The deal for the sale of GiG’s B2C arm is subject to regulatory approval and is expected to be finalized by mid-April. The company’s portfolio of B2C brands includes the Rizk, Guts, Kaboo, and Thrills casino and sports betting brands.