London-based online gaming operator, Gaming Media Group (GMG) has acquired independent Danish poker operator Mermaid Gaming . Under the terms of the deal, GMG has acquired 100% of Mermaid Gaming in exchange for a 15% shareholding in GMG's online gaming operation, Gaming Media Marketing Ltd . Mermaid Gaming has been valued at £1.5 million.
The acquisition will allow GMG to expand its reach in the Danish gaming market in anticipation of gaming regulation expected sometime towards the end of this year.
Crispin Nieboer, CEO, GMG said: “We’re delighted to have finalised our partnership with Mermaid. The deal gives us a very strong footing on which to grow in the Danish market as it regulates. We have already begun integrating our businesses, focusing on giving Mermaid the benefit of the same infrastructure as PokerHeaven, including casino and betting products, TV marketing, CRM tools, and player support. ”
Mermaid Gaming spokesman, Pierre Andersen commented: “Our partnership with GMG gives us the scale and support to ensure our long term success as the government introduces new gaming regulations. Whilst we’ve developed a very strong brand and player following in Denmark, GMG is providing us with the technical back-end, marketing strength and financial support to ensure Mermaid remains a leading brand in Denmark for years to come”.
Gaming Media Group's subsidiary businesses include PokerHeaven, CasinoJoy, BingoJoy, BlackjackHeaven and the Poker Channel while Mermaid Gaming is a leading independent poker operator in the Danish market who host the Danish Online Poker Championships.
Source: InfoPowa News