Search Engine Optimization

GiG to acquire SEO specialist Titan for €3.2m – M&A

GiG to acquire SEO specialist Titan for €3.2m – M&A

Gaming Innovation Group (GiG) has agreed a deal to acquire Titan, a supplier of SEO and content services, for a total consideration of €3.2m (£2.7m/$3.4m).

GiG will pay an initial €1.0m upon closing, with €1.0m due after 12 months and €1.2m after 24 months. The group expects to complete the acquisition of Titan in July.

Describing the purchase as a strategic acquisition, GiG said that it will significantly improve operational efficiency and market position. 

GiG also notes how anticipated cost savings and operational efficiencies underscore the strategic rationale for this acquisition. For operations moved to Titan, GiG Media SEO and content costs are expected to fall by up to 50%.

In addition, GiG said Titan’s expertise will improve the quality and turnaround time of GiG Media content and SEO services. This, it said, will help increase revenue in the GiG Media publishing business. 

During its 2023 financial year, Titan post €3.3m in revenue and €720,000 worth of EBITDA.

Acquisition supports wider growth plans at GiG

“This acquisition highlights our ambition to continue optimising our value chain, revenue and EBITDA margin,” GiG CEO Jonas Warrer said. “We will achieve substantial cost savings by integrating Titan’s SEO and content expertise while significantly enhancing our service quality. 

“This move aligns with our strategy to solidify our leadership position in the online gambling market, demonstrating how we drive growth and efficiency.”

Titan co-CEO and co-founder Lee Tadd added: “We are thrilled to join forces with GiG Media. Our combined expertise will enable us to deliver exceptional value to our clients and stakeholders. 

“We look forward to leveraging our strengths to drive innovation and excellence in SEO and content services.”

M&A push continues ahead of business split at GiG

Titan will be the latest addition to the expanding GiG business as preparations continue for the planned split.

Earlier this month, GiG also agreed to acquire online casino forum and review platform Casinomeister for €3.0m. The deal is set to complete before the end of the month.

GiG said Casinomeister will continue to operate under its current brand within the GiG Media portfolio. The group added it will leverage the synergies between GiG Media and Casinomeister, with the aim of achieving similar developments seen with AskGamblers after its acquisition.

The group purchased AskGamblers in February 2023 and also acquired KaFe Rocks at the end of last year. 

All this comes as GiG prepares to split its business in half. Announced early last year, this will see GiG Media and Platform and Sportsbook become separate businesses. 

With work ongoing, GiG recently reported Q1 results for the business as a whole to allow for year-on-year comparisons. Group-wide revenue increased 27.5% to a record €36.2m. Of this, €28.0m came from GiG Media and Platform and €8.3m from GiG Sportsbook.

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