Canadian digital sports media specialist Playmaker Capital Incorporated has announced the signing of a deal worth as much as $31.2 million to acquire British iGaming affiliate marketing enterprise Wedge Traffic Limited.

The Toronto-headquartered company used an official Tuesday press release to detail that the arrangement to purchase the entire issued shareholding of Wedge Traffic Limited encompassed an initial cash payment of $8.5 million alongside a pair of contingent considerations totalling approximately $20.7 million. The buyer explained that this transaction has also seen it dispense around 3.6 million of its own common shares aggregately worth a little over $2 million to the team behind its latest acquisition.

Attractive aim:

Established in 2018, Playmaker Capital Incorporated stated that Wedge Traffic Limited is currently responsible for eight properties that employ ‘unique and proprietary user acquisition tactics’ in order to supply audiences to a club of 15 online casino and sportsbook operators. The firm went on to proclaim that its newest acquisition has ‘a core focus on the United States market’ and utilizes real-time jurisdiction-by-jurisdiction bonuses, promotions and offers ‘related to long-term betting lines’ that help to facilitate ‘a fun and engaging experience’ while simultaneously ‘fuelling the growth of online gaming.’

Prominent presence:

Toronto-listed Playmaker Capital Incorporated noted that Wedge Traffic Limited is currently active in 16 American states as well as the Canadian province of Ontario with this deal representing its 15th acquisition since April of last year. The company additionally asserted that the affiliate pioneer’s founding pair of David Copeland and Dan Kersh are to now join its own team so as to ‘provide a net-new expertise in iGaming affiliation.’

Central concentration:

Jordan Gnat serves as the Chief Executive Officer for Playmaker Capital Incorporated and he used the press release to pronounce that his enterprise ‘delivers authentic digital content experiences’ to fans of sports alongside ‘best-in-class results for its partners across the Americas.’ The experienced figure moreover declared that his business ‘acquires and integrates premier fan-centric media brands’ that are curated via its Bench in-house technology stack ‘to deliver highly engaged audiences of sports fans’ to a range of tier-one advertisers, iGaming firms and sports leagues and federations.

Read a statement from Gnat…

“We have been very clear that creating a center of excellence in affiliate was key to rounding out our offering as a leading sports media business. We look to super-serve all of our partners and Wedge Traffic Limited allows us to better serve critical customer segments, sportsbetting and iGaming operators. The team at Wedge Traffic Limited is superb and we could not be happier to have it join our own family.”

Bonus benefits:

For his part and Kersh, who serves as the Chief Executive Officer for Glasgow-headquartered Wedge Traffic Limited, noted that this deal has furthermore seen Playmaker Capital Incorporated commit to a pair of cash payments worth $1.5 million and $1 million should his affiliate business hit a series of undisclosed earnings targets for 2023 and 2024 respectively. The innovator affirmed that the arrangement also encompasses two separate milestone payments of $750,000 for achieving these specific thresholds ‘at any time following closing.’

A statement from Kersh read…

“Outside of the fact that Playmaker Capital Incorporated’s diverse portfolio of brands will directly complement our business, there were two key reasons for making the decision to join its family. First, it understands how to support and accelerate data-driven marketing within the iGaming sector and second and perhaps of even greater importance it appreciates the value of creating a winning culture and how it must be considered the heartbeat of any successful business.”