B90 Holdings, a prominent player in the online gambling industry, has announced its acquisition of Emwys AB, a Swedish-based marketing company specializing in the online gambling sector. This strategic move is expected to bolster B90’s online marketing division, facilitating its collaboration with online casino companies and enhancing its market presence. The acquisition reflects B90’s commitment to growth and its pursuit of a ‘buy and build’ strategy in the online gambling market.
Acquisition of Emwys AB:
B90 Holdings has acquired Emwys AB, a Swedish marketing company operating within the online gambling sector.
Pay-Per-Click Model:
Emwys AB operates using a pay-per-click model, a proven marketing concept in the online gambling industry.
Valuation and Terms:
The total share capital of Emwys AB is valued at €3.6 million ($4 million) on a cash-free and debt-free basis.
The acquisition comprises an initial payment of €500,000 in cash and €250,000 in convertible loan notes, with the remaining amount due upon closing.
The acquisition is expected to be finalized by 1 September 2023.
Strategic Significance:
Ronny Breivik, Executive Chairman of B90, emphasized that the acquisition of Emwys represents a substantial opportunity for the company. It signifies a significant step forward in terms of scale and operations.
B90 Holdings intends to leverage the newly acquired knowledge and invest in this established marketing concept to drive robust revenue growth while maintaining profitability from its existing marketing operations.
Strengthening Online Marketing Division:
The acquisition will strengthen B90 Holdings’ online marketing division, which collaborates with online casino companies, providing them with marketing services.
The primary brand within B90 Holdings dedicated to this division is Oddsen.nu, a Norway-based community and affiliate website.
Future Growth Strategy:
B90 Holdings plans to pursue rapid scaling by adopting a strategic and deliberate approach. This includes actively seeking selective acquisitions and exploring opportunities like entering license agreements with businesses in the sector seeking operational expertise and distribution capabilities.
B90 Holdings’ acquisition of Emwys AB marks a significant strategic move in the online gambling marketing sector. The company’s commitment to growth and its ‘buy and build’ strategy demonstrate its dedication to expanding its market presence and capitalizing on emerging opportunities in the dynamic online gambling industry.