Better Collective acquires Atemi Group in up to €44m deal


Better Collective, has completed the acquisition of Atemi Group, for up to 44 million EUR. Atemi Group is one of the World’s largest companies specialised within lead generation for iGaming through paid media (PPC) and social media advertising.

The acquisition is a major strategic move for Better Collective with significant synergistic opportunities.

Atemi Group was founded in 2015 and is a global iGaming lead generation company specialised in paid media (PPC) and Social Media advertising. Distribution channels include Google, Microsoft Bing, Facebook and Instagram among others.

Historically, the focus of the company has mostly been on traffic acquisition towards iGaming (online casino, bingo etc.) but has more recently focused on building and investing in sports betting comparison platforms.

Atemi Group has a global presence with its most prominent market being the UK and their main operations are placed in London. In 2019, Atemi Group generated revenues of 33 million EUR with an organic growth of 70% compared to 2018. 

For 2020, Atemi Group is on course to send more than 180,000 new depositing customers (NDC’s) to their partners representing iGaming operators and has set a revenue target of >40 million EUR and operational earnings of approximately 8 million EUR. The earning margins within paid media is typically lower than within organic traffic, due to direct payments to the companies providing platforms for online advertisement such as Google and Facebook.

The acquisition of Atemi Group provides Better Collective with additional channels of traffic sourcing high intent customers at a large scale. Atemi Group has built a state-of-the-art tracking and attribution platform for online paid media activities. So far the focus of the company has mainly been on the UK market, and for Better Collective, the acquisition provides the opportunity of scaling PPC activities into additional attractive markets and to further invest in the sports betting opportunity.

Jesper Søgaard, CEO of Better Collective, says: “This acquisition is a very important step for us to reach our strategic target of becoming the leading sports betting aggregator in the world. Atemi Group has been on an impressive growth journey since the company was founded in 2015, and has reached the large scale it takes to be competitive and profitable within paid media. We see many opportunities for expansion into new markets and for harvesting synergistic effects between our assets and competences. The acquisition will immediately bring Better Collective in the absolute leading position when in comes to customer acquisition for the online operators, with an estimated annual NDC level of of more than 600.000, and from a financial perspective Better Collective will take a leap of having proforma annual revenue of estimated more than 120 million EUR with high operational earnings and cash flow.”

Richard Skelhorn, founder of Atemi Group, says: “We built a very successful gaming affiliate business over the past five years at Atemi.  All credit goes to the amazing team and now we are thrilled to be joining Better Collective.  Atemi and Better Collective are both market leaders in their respective areas, and the combination of the two companies, creates a very strong force in gaming affiliation. I  am certain this will take us to the next level.”