Betsson AB has officially announced its plan to acquire Nordic Gaming Group (NGG), owner of multiple gaming operations including: NordicBet, TrioBet and Tobet.

While the deal has yet to be finalized, the transaction is expected to be complete by the end of the second quarter 2012.

Magnus Silfverberg, CEO and president of Betsson, is excited about the move:

“Through this transaction, Betsson continues to strengthen its Nordic operations and its leading position among the private gaming company alternatives in the region. In addition, Betsson’s brand portfolio is strengthened significantly within the betting segment, as NGG receives approximately 50 per cent of its revenues from sportsbook.”

Will Affiliates be Affected?

Acquisitions are quite common in the online gaming industry. In many cases, it is the affiliates that are left out in the cold, wondering what to do next.

Fortunately, affiliates of the Nordic Gaming Group are not going to face many changes. Operations will continue as usual and affiliates should not expect any downtime or customer service interruption.

The only thing that is changing is the company’s name. Once the deal is finalized, Nordic Gaming Group will be no longer. Affiliates will now be dealing directly with Betsson, one of the largest independent online gaming companies in the world.

Betsson is paying €60m in cash upfront along with €5m in Bettson shares.

What are your thoughts on this transaction? Will it have any bearing on you as an affiliate? Share your thoughts in our forum.

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