Online gaming affiliate Atemi acquires 5 Star Traffic to enhance UK position

Atemi, the online gaming affiliate previously known as Rise Project, has acquired UK casino affiliate 5 Star Traffic ahead of a potential initial public offering (IPO). Under the deal, the terms of which have not been disclosed, Atemi has purchased 100% of the outstanding shares of 5 Star Traffic as it looks to strengthen its position in its core UK market.

Atemi stated the purchase will support its strategy of investing heavily in sports betting throughout the 2019-20 English Premier League football season. 5 Star Traffic is described as one of the largest UK casino affiliates, spending more than £12m (USD 14.9 million) per year on premium media.

“We’re pleased to announce the addition of 5 Star Traffic to the group,” Atemi’s Chief Operating Officer, Manuel Berndoerfler, said. “We will continue to operate the business independently but take advantage of the synergies and insight available to the media buyers and account management teams. Adding more operators to our client list is exciting and we look forward to building on these relationships as we continue to grow our sports betting business in the back half of this year.”

The deal comes after Atemi this month revealed its new brand and set out plans to pursue strategic acquisitions, with a view to listing on the London Alternative Investment Market in the coming months. Earlier this year, Atemi also launched a new sports betting comparison business, which has already grown media spend to more than £50,000 a day.

Aside from the sports betting vertical, Atemi offers various services across casino and bingo, working with clients such as Bet365, Paddy Power Betfair and William Hill.