In June, a notable development unfolded in the casino and affiliate industry as the renowned company KaFe Rocks underwent a rebranding, emerging with a fresh identity as Time2Play Media off the back of the success of their affiliate website Time2Play.
GiG, making strategic moves in the market, revealed its acquisition of KaFe Rocks, a prominent casino media and affiliate entity, for a substantial €35 million. This strategic move is positioned to strengthen GiG’s foothold in the competitive US market, while also fostering increased diversification across 15 other active markets where KaFe Rocks operates.
The acquisition is anticipated to yield enhancements in customer experience and bolster GiG’s market concentration. Notably, KaFe Rocks, now operating under the name Time2Play, has demonstrated remarkable revenue growth over the past 12 months, a trend that GiG foresees continuing. Projections indicate that KaFe Rocks will contribute a noteworthy revenue of €23 million in 2024, boasting an impressive EBITDA margin exceeding 45 per cent.
This acquisition underscores GiG’s commitment to strategic expansion and market dominance, positioning itself for sustained success in the evolving landscape of the gaming and affiliate industry.
Aimee Speight, a spokesperson for KaFe Rocks, said: “It’s a momentous occasion for KaFe Rocks to join forces with GiG Media. We considered several buyers but were persuaded to go with GiG Media based on the strong performance the company has shown over the last few years. Joining GiG Media, we are optimistic about seeing KaFe Rocks business venturing into new heights.”
GiG is strategically moving forward with a plan to divide its media division from its platform division. The company foresees this separation contributing significantly to its financial landscape, with anticipated revenue ranging between €125 million and €135 million by the year 2024.
CEO Jonas Warrer said: “We want to remain the leading casino affiliate in the industry and grow in the North American market. Our acquisition of KaFe Rocks validates these goals. After the successful integration of AskGamblers, we have been looking for the next splendid candidate to join the family.
“In KaFe Rocks, we’ve found a flourishing business led by an exceptionally skilled team. Their reputable affiliate assets will undoubtedly drive growth for the broader group. I eagerly await working closely with the KaFe Rocks team.”
Noteworthy developments earlier this year involved the Juroszek family, who, having agreed to sell 70 per cent of their Polish betting operator, STS Holdings, to Entain CEE, simultaneously increased their shareholding in GiG. As the supplier’s largest shareholder, the Juroszek family now commands an 11.08 per cent stake in the company.
