London-based online gaming operator, Gaming Media Group (GMG) has acquired independent Danish poker operator Mermaid Gaming.
Under the terms of the deal, PokerHeaven.com and Poker Channel parent Gaming Media Group has acquired 100% of Mermaid Gaming in exchange for a 15% shareholding in GMG’s online gaming operation, Gaming Media Marketing Ltd.
Though Mermaid Gaming has been valued at £1.5 million, the acquisition carries more value in that it will allow GMG access to the soon to be regulated Danish market.
Crispin Nieboer, CEO, GMG said in the press release, “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.com, including casino and betting products, TV marketing, CRM tools, and player support.”
Mermaid Gaming spokesman, Pierre Andersen commented said in the release, “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.”
