Glitnor Group targets affiliate market with KaFe Rocks acquisition
Malta-headquartered operator agrees undisclosed deal for “powerhouse” igaming affiliate
Glitnor Group has agreed to acquire igaming affiliate KaFe Rocks Ltd for an undisclosed fee.
Financial terms of the deal between the two Malta-based firms have not been disclosed, however the deal is understood to include all KaFe Rocks assets.
As part of the takeover, KaFe Rocks co-founder Feda Mecan will join the Glitnor board of directors while CEO Simon Pilkington will join the Glitnor Group executive management team.
The day-to-day management of KaFe Rocks, which was established in 2018 and today employs 170 people, will continue in its current format.
Founded by former Jackpotjoy executives and the creators of the Maria Casino and Vera&John brands, Glitnor Group has styled itself at becoming “the most entrepreneurial business group” in the igaming industry.
Glitnor operates B2C brands including Lucky Casino and Gambola, while also operating B2B casino content supplier, Swintt.
Glitnor Group CEO David Flynn welcomed the deal and highlighted the tangential nature of the acquisition with this ambition.
“Glitnor is not shy about its ambitions to become a leading igaming group and the acquisition of KaFe Rocks and our move into the lead generation space is evidence of this,” Flynn said.
“In KaFe Rocks we have an established business being run by an incredibly talented team that owns and operates a network of successful, reputable affiliate assets that will drive growth for the wider group.
“I look forward to working closely with Simon, Feda and the entire KaFe Rocks team of 170 Rocketeers as we further expand Glitnor Group’s Total Addressable Market across the igaming and sportsbook value-chain, offering reputable igaming products and services around the world.”
KaFe Rocks operates in more than 10 markets with brands including USCasinos.com and Online-slot, and launched its latest affiliate brand, Time2Play, in August 2021.
Although the HQ is in Malta, Kafe Rocks has always operated a fully remote working set-up, while the company recently announced that its workforce now has unlimited annual leave.
KaFe Rocks CEO Simon Pilkington said he was “hugely impressed” by Glitnor’s leadership team.
“Since initial talks began, it’s been clear that both companies share a vision for growth, but that they also value the people driving it and believe in developing a culture where people can thrive.
“The trust that they are showing in us to continue being KaFe Rocks is gratefully received and I’m extremely driven to deliver the results that will help the new group achieve its goals,” he added.
These sentiments were echoed by KaFe Rocks co-founder and chairman Tim Tepass.
“At the heart of KaFe Rocks’ success is its people; for us as the owners of KaFe Rocks it’s been imperative that we look to accelerate growth through finding the right people to work with going forwards, and in David and his fantastic team at Glitnor Group we are adamant we’ve found just that.
“In Glitnor Group, we know that the future of KaFe Rocks and its Rocketeers is in great hands, and I look forward to being able to lend our experience and desire to help drive Glitnor forward to a level of growth that we fully believe in and support,” he added.
KaFe Rocks finished sixth in the EGR Power Affiliates Rankings for 2021.