aming Media Group is the firm behind popular sites including PokerHeaven.com, CasinoJoy.com, BingoJoy.com and BlackjackHeaven.com while also operating the Poker Channel television network and HeavenAffiliates.com affiliate service and stated that the acquisition would allow it to ‘expand its reach in the Danish gaming market in anticipation of gaming regulation expected sometime towards the end of this year’.
“We’re delighted to have finalised our partnership with Mermaid Gaming,” said Crispin Nieboer, CEO for Gaming Media Group. “The deal gives us a very strong footing on which to grow in the Danish market as it regulates. We have already begun integrating our businesses, focusing on giving Mermaid Gaming the benefit of the same infrastructure as PokerHeaven.com including casino and betting products, television marketing, customer relationship management tools and player support.”
Mermaid Gaming is responsible for the annual Danish Online Poker Championships and it will now own a 15 % shareholding in Gaming Media Group’s online gaming operation, Gaming Media Marketing Limited. “Our partnership with Gaming Media Group gives us the scale and support to ensure our long-term success as the government introduces new gaming regulations,” said Pierre Andersen from Mermaid Gaming.
“While we’ve developed a very strong brand and player following in Denmark, Gaming Media Group is providing us with the technical back-end, marketing strength and financial support to ensure Mermaid Gaming remains a leading brand in Denmark for years to come,” he concluded.