Aspire Global takes over Danish sports betting with BtoBet endorsement

An offer from NeoGames to buy Aspire Global couldn’t have been better timed. The gaming company’s BtoBet business is expanding its sports betting reach, adding value to the entire portfolio. BtoBet will now go live in Denmark, the latest country to add the bookmaker.

BtoBet approved for Denmark

Aspire Global has strengthened its presence in Denmark with sports betting services. Its bookmaker BtoBet has obtained an operating license from the Danish Gaming Authority, the Spillemyndigheden. Aspire can now offer sports betting to Danish players in addition to its casino offerings.

The certification strengthens the company’s position on the European market. Aspire is currently active in the US and UK, Portugal, Spain, Ireland, Nigeria, Colombia, Mexico and most recently Poland where it has partnered with BestBet24.

Currently, the company is focused on expansion in conjunction with North American growth and building on its success in Africa and Latin America. He also agreed to support the expansion of the FanDuel Flutter Entertainment brand into Brazilian daily fantasy sports (DFS) markets.

More options for Danish players

Aspire Global started its activities in Denmark in 2012 in the casino sector. With the new license, its subsidiary BtoBet can now develop in sports betting.

Tsachi Mamon, CEO of Aspire, said the acquisitions of BtoBet (and its owner bookmaker) have significantly improved the company’s offerings. BtoBet was acquired in 2020 by Aspire.

He added: “We see significant growth opportunities in providing both existing partners and new customers across the world with a leading comprehensive gaming offering spanning the technology platform, sports betting, gaming , game aggregation and managed services”.

NeoGames switches to Aspire

The new addition to BtoBet’s footprint is good news for NeoGames. Operator iLottery recently approached Aspire with a deal to buy the company. Aspire Global is valued at SEK 4.3 billion ($464.5 million) in the tender offer. This represents a 41% premium to the Nordic Nasdaq Exchange’s closing price of $8.61 per share on Jan. 17.

NeoGames will acquire 50% of Aspires’ shareholding through its per-share offering. The remaining capital of Aspire will be acquired through 7.6 million shares which will be distributed by NeoGames.

US private equity firm Blackstone’s credit advisory will provide NeoGames with $215 million in term loans to fund the cash component of the deal.

Aspire’s board of directors has approved the arrangement. However, it still needs to get shareholder approval.

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