Why Innovation Labs is targeting Dutch market

Why Innovation Labs is targeting Dutch market

Thursday, March 10, 2016
The online marketing company said it will be bolstered by Delta Markets' Dutch affiliates

The owner of online marketing company Innovation Labs said that the possibilities offered by the liberalisation of the Netherlands’ gambling market were the main reason for its acquisition of Delta Markets’ Dutch affiliate assets.

Gaming Innovation Group (GIG) said the purchase will “significantly strengthen” its Innovation Labs division’s presence as an online traffic driver for the online gaming industry.

The company added that it expects the affiliates to contribute revenues of at least €2m ($2.2m) over the next year, having generated €125,000 per month so far in 2016. The sites should also “generate more than 40,000 new depositing customers to B2B clients and GIG's own operators on a yearly basis”.

GIG said it will pay a total of €4.2m for Delta Markets’ assets in cash and shares, with the deal to be completed by the end of this month. In addition to the primary affiliate asset of Delta Markets, GIG will acquire 50 per cent of the ownership in other Delta Markets gaming sites.

"This acquisition will make Innovation Labs the local leader for referring paying users in the highly sought after and soon-to-be regulated Dutch casino market,” said Robin Reed, chief executive of GIG. “Innovation Labs has proven to increase organic growth when bolting on individual assets to our core referral platform.

“We are continuing to build out our distribution channel for the top performing brands in the industry, and look forward to deliver even more quality online resources for end-users.”

While the Remote Gaming Bill that would introduce a licensed gambling framework in the Netherlands is unlikely to be passed and operational before 2017, the country’s illegal market is believed to be worth €500m per year.

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