Game Lounge acquires Betting. com domain name ahead of US affiliate push
Online casino affiliate to revamp site into Bettingmetrics-powered platform and enter every regulated US sports betting state
Swedish operator Cherry’s affiliate subsidiary Game Lounge has agreed a deal to acquire sports betting news and odds comparison site Betting. com for an undisclosed fee.
The acquisition forms the latest part of the company’s diversification strategy and expansion into the US market following on from Game Lounge’s prior acquisition of the Bettingmetrics brand from Panorama Partners Limited.
Bettingmetrics is a sports betting odds comparison site, similar in nature to Flutter Entertainment’s oddschecker brand, providing odds from various bookmakers including bet365, Unibet and Paddy Power.
Betting .com provides sports news, information on US and UK sports betting, as well as reviews of existing bookmaker sites.
EGR can reveal that the two sites will merge in July and be fully redesigned, with the base platform powered by Bettingmetrics technology. The ultimate aim of the merger of the two sites is to accelerate Game Lounge’s push into the US market.
Game Lounge currently has four US licenses, in New Jersey, Pennsylvania, Colorado and Indiana. However, EGR understands that the company has plans to apply for licenses in every US state in which sports betting is legal. So far, 18 states plus Washington DC are up and running.
In addition to the US expansion, Game Lounge has revealed that a German, Spanish and Swedish language versions of the revamped Betting .com site will also be rolled out.
It is understood additional language site launches are currently being prepared.
Game Lounge CEO Jonas Cederholm welcomed the deal’s positive impact on the firm’s wider US ambitions, while highlighting the “great fit” with the Bettingmetrics brand.
“This acquisition is part of our strategy to expand our position in attractive and fast-growing verticals. The US online sports betting market is growing fast and estimated to be worth over $5bn in 2025.
“It gives us the opportunity to improve our market position in the US and supports our mission to become the leading sports betting community in the US and beyond,” Cederholm added.