Where Can You Buy an Established Online Casino or iGaming Affiliate Site?

Short answer: there are three main sources – specialist iGaming brokers, website marketplaces, and direct approaches to owners. The strongest assets are often sold privately through brokers to qualified buyers under NDA, so buyers who rely only on public listings see a limited part of the market.

1. Specialist iGaming brokers

Brokers that focus on iGaming handle online casinos, sportsbooks, affiliate sites and B2B businesses. Many of their mandates are never published in full: qualified buyers receive a blind teaser, sign an NDA and then receive the detailed information memorandum.

• Advantages: access to off-market deals, reconciled financials, help with structure and escrow.
• What you need: a clear acquisition brief and evidence that you can complete.

CasinosBroker.com is one such broker. It has closed 52 transactions since 2021 and shares mandates with a network of more than 1,000 qualified buyers. It also takes buy-side mandates for acquirers looking for a specific type of asset.

2. Online marketplaces

General website marketplaces and affiliate-focused marketplaces list sites publicly or semi-publicly.

• Advantages: easy to browse, many small listings.
• Disadvantages: verification varies, licensed operators are rare, and competition for good listings can be strong.

3. Direct approaches

Buyers sometimes contact owners of sites or brands they would like to acquire.

• Advantages: no competing bidders at first.
• Disadvantages: slow, low response rates, and the buyer must handle valuation, due diligence and escrow.

Before you start looking

• Define the asset: casino, sportsbook, affiliate site, platform or studio.
• Decide on licensing: will you operate under your own licence, need the business's licence to stay in place, or accept a white-label arrangement?
• Set a budget and decide whether you would accept an earnout or seller financing.
• Know your markets: regulated, specific countries, or open.
• Plan the operation: who will run it after completion.

What to check on any listing

• Revenue reconciled to platform reports or affiliate dashboards
• Traffic source mix and exposure to search updates
• Concentration by operator, player or keyword
• Licence position and change-of-control requirements
• Payment provider continuity
• What the seller will do during transition

Licence and tax questions should be confirmed with advisers before an offer becomes binding. Buyers can send an acquisition brief to [email protected].