Game Lounge seals Domainify Group acquisition
Cherry subsidiary expands affiliate footprint with dedicated B2B arm led by chief strategy officer Kristoffer Lindström
Game Lounge has acquired 100% of the assets in domain affiliate business Domainify Group as it takes the first steps to launching its B2B division. Under the remit of the takeover, Game Lounge will gain access to assets such as businessnamegenerator.com, biznamewiz.com, and domainify.com. The decision to acquire Domainify Group comes as Game Lounge looks to expand its affiliate offering outside of igaming. The acquired subsidiary will be operated through a newly established company within the group that will be led by chief strategy officer Kristoffer Lindström. The group noted that the acquisition is expected to contribute $5m (£3.6m) to Game Lounge EBITDA in 2021. Financial details of the acquisition were not disclosed. Jonas Cederholm, Game Lounge CEO, said: “We are pleased to have completed our acquisition of Domainify and look forward to supporting its continued expansion and growth in the years to come. “The acquisition of Domainify is consistent with our strategy in diversifying our range of services but still using the same business mind and concept,” he added. Lindström said: “We see the acquisition of Domainify as an exciting start of our newly established B2B focused division within the group. I am pleased that the operational team of Domainfy will continue with us.”