Atemi eyes growth after launching in more regulated markets

16 October 2019

Online gaming affiliate Atemi has expanded its services into the US, Mexico and Portugal as it seeks to build on recent success and further increase its annual revenue.

Following a record-breaking end to Q3, Atemi, previously known as Rise Project, said it has almost tripled the size of its sports betting and igaming comparison business to a run rate of £37m (€42.7m/$47.1m) in annual revenue for 2019.

Atemi said it is now seeking to expand its business further and has set out plans to move to a risk free commission model, as well as launch in new markets to help facilitate organic expansion.

“Operators simply will not pay for traffic that misses expected early KPI expectations in new markets,” Atemi chief operating officer Manny Berndorfler said. “Staring with Portugal, we are taking all the risk on new deals by adopting this approach and remain supremely confident that we can deliver the highest ROI of any affiliate.”

Berndorfler also spoke about growth plans in the US, saying that the New Jersey market in particular offers opportunities to expand its comparison business.

“A lot of the affiliate tracking technology isn’t very advanced, reporting is poor and search volumes are low compared to European markets, which have been exposed to iGaming for so long it’s become second nature for players to search for comparisons,” he said.

“It’s going to take a little time to become significant, but with the operators increasing media spend, the culture will change, search traffic will build, afftech will improve and as each state opens up, the comparison opportunity will grow exponentially for us.”

Atemi will support this US expansion, as well as its ongoing growth strategy in the UK, with television, print, display and search campaigns that will launch in the fourth quarter.

“Atemi’s Q4 launch of a global comparison site is going to be a game changer for us in the US and around the world and will decouple our growth from being restricted by search volume in a particular geo,” Berndorfler said.

Atemi has had a busy 2019; first revealing its new brand and setting out plans to pursue strategic acquisitions, then acquiring UK casino affiliate 5 Star Traffic ahead of a potential initial public offering.