Already Media Acquires Live Casino Comparer in “Fastest M&A Deal in iGaming History”

Tech-driven gaming affiliate and media firm Already Media has acquired Live Casino Comparer, a review portal focused on live dealer gaming. The acquisition will reinforce the former company’s affiliate capacities, allowing it to reach new heights.

Already Media Continues Its M&A Efforts

According to the announcement, Already Media acquired Live Casino Comparer to expand its business. Although Already Media did not disclose the financial aspect of the agreement, it confirmed that the deal aligned with its overall strategy.

The transaction was facilitated by Corfai, an advisory firm specializing in mergers.

For reference, Already Media has strongly focused on acquiring existing affiliate brands and merging them into its own business. It has leveraged its tech capabilities to further enhance the brands it acquires, allowing it to quickly and efficiently expand its reach.

Last year, for example, Already Media scooped up PokerListings, a poker-oriented affiliate, which has since been integrated into the broader Already Media ecosystem, migrated to a new platform and launched into new markets.

Live Casino Comparer, on the other hand, was founded in 2014. As its name implies, it compares different online casinos’ live dealer offerings, allowing players to choose the best one for their tastes. Led by a team of seasoned industry veterans, Live Casino Comparer is poised to become a key asset in the overall Already Media portfolio.

With the deal now closed, Already Media will focus on scaling Live Casino Comparer and bolstering its output across both the B2C and B2B verticals. The former affiliate will furthermore rebuild its new asset’s platform and help add new geos and content formats.

Executives Are Thrilled about the Deal

According to the announcement, Neil Walker, Live Casino Comparer’s founder, will continue to serve as a member of the content team and will help to grow the division. He commented on the matter, expressing strong excitement about the merger.

I couldn’t be more excited to begin this new chapter for Live Casino Comparer as part of the Already Media team. They bring the technical and operational firepower to scale globally, while keeping the spirit of honest, expert-driven reviews at the core.

Neil Walker, founder, Live Casino Comparer

Alina Famenok, Already Media’s chief executive officer, was likewise pleased with the landmark deal. She said that her team will continue its M&A activity in an attempt to expand Already Media’s reach and penetration. She said: “We’re excited to get to work alongside Neil to take Live Casino Comparer to new heights. Huge thanks to Ben and the Corfai team for helping us close this deal in just two weeks, which is surely the fastest M&A deal in iGaming history.”