It has been announced that Flutter entertainment is set to sell off its affiliate giant – odds checker. This is a move seen to focus the business more on their own gambling revenues than operating to help other companies as an affiliate model.
They acquired the Oddscheker site and service when they completed a take over of the Bet Stars group after the Stars group took it over from Sky Bet. It is a site that has had a few different owners over the years and looks set for new ones again where we would expect it to be independently owned and operated rather than being purchased by another bookmaker.
How did Oddschecker come to be owned by Flutter?
Oddschecker was established in 2001. The first sale of Oddschecker was in 2007 when the site was purchased by BSkyB, which went on to become the Sky betting and gaming division. At the time it was reported that the sale price was around £30,000,000. Sky held on to the site for a number of years.
In 2015 the Oddschecker site and a controlling stake in Sky betting and gaming were sold on to CVC partners. They paid in the region of $1.1 billion for an 80% stake and grew the company at an exceptional rate.
The group was then sold on to Canadain based the Stars group (Poker stars, Betstars) for $4.7 billion.
Next up was a mega-merger with the Flutter group (formerly Paddy Power/ Betfair). This was a $12.1 billion deal that left Flutter as a global gambling giant.
How much will Oddschecker sell for?
As they don’t release separate figures for each brand it is hard to call as you would expect and earnings/ profit ratio to calculate the price.
We would expect it to be one of the biggest sales in affiliate marketing history and could be over £100,000,000 depending on how much the site actually makes.
Who could buy it?
There will be a lot of interest in buying the site as it is hugely popular and will generate considerable revenues for its new owners. There is likely to be interest from large investment companies as it has a long track record of operation. There could be interest from larger affiliate companies, again depending on the price. The most well known is Cetena Media, who is a huge global player and could be interested in such a purchase.