A premier Swedish lead generation firm, Catena Media, is entering the Italian market significantly by purchasing ASAP ITALIA. A dominant force in lead generation, particularly for gaming and sports wagering, ASAP ITALIA’s acquisition is substantial. It immediately establishes Catena Media as a primary contender within the Italian market. For context, ASAP ITALIA reportedly generates an impressive $350,000 monthly.
Catena Media’s CEO, Per Hellberg, expressed enthusiasm, stating that this acquisition will make them the leader in Italian online sports betting lead generation. He emphasized Italy’s innovative online gaming regulations and praised ASAP ITALIA’s dedication to high compliance standards.
The deal itself is valued at a considerable $18.6 million and will be transacted in two phases. An initial sum of $14.5 million will be paid upfront in cash, while the remaining $3.5 million will be disbursed in installments throughout the following year.
Furthermore, ASAP ITALIA stands to gain a considerable bonus for sustained performance. Achieving specific performance goals over the next year, primarily a 50% revenue increase, will yield an additional $700,000. Notably, half of this bonus can be awarded in Catena Media shares.
This acquisition represents the latest in a series of calculated purchases by Catena Media in 2018. The company has been actively expanding into new sectors, including international forex trading, US affiliate marketing, UK horse racing, and French sports betting.
Although ASAP ITALIA’s clientele is virtually exclusively (close to 100%) within the regulated Italian sector, this purchase could present a hazard for Catena Media’s prospects. The recently elected Italian administration, headed by Deputy Prime Minister Luigi Di Maio, has declared its aim to implement a “total prohibition” on gambling promotions and endorsements.
This suggested restriction could substantially affect Catena Media’s income sources, particularly given their latest acquisition of ASAP ITALIA.
However, Catena Media intends to incorporate ASAP ITALIA’s resources into the organization by July 2018.
