Already Media buys PokerListings from Acroud

By Stephen Carter

Head of content

Warsaw-headquartered SEO affiliate Already Media has acquired "iconic platform" for undisclosed sum as Acroud boss confirms poker no longer strategic fit for the company.

Already Media’s Managing Partner Dmitry Belianin (pictured below) said he had always harboured strong ambitions “to return and make a significant impact" on a space he first got involved with aged 17 and made his first successful exits from at 19.

He told iGB Affiliate: “The acquisition of PokerListings by Already Media represents a milestone achievement in this journey. PokerListings is not just any asset; it's one of the most iconic platforms in the igaming industry, revered by countless enthusiasts and recognised as a pinnacle of quality and influence.


“This acquisition is exceptionally beneficial for Already Media as it not only enhances our portfolio with a legendary brand but also solidifies our position in the market, promising to extend our reach and bolster our influence among the gaming community.”

Acroud CEO Robert Andersson explained the rationale behind the disposal of an asset that in 2019 was the company’s most traffic-generating brand when it unveiled ambitious growth plans based on expanding into casino.

“As Acroud have concluded that poker does not fit our strategic direction we are happy and pleased to have found a strong partner where our poker business will find a new future”, he said in a statement issued to iGB Affiliate.

Belianin said that Already planned to create “a more enriched and interconnected ecosystem within the affiliate domain” through the integration of PokerListings within the wider business.

“We are not merely interested in creating review websites; our ambition is to develop a comprehensive suite of high-impact projects encompassing products, communities, and platforms that redefine the affiliate landscape. Our goal is to empower and educate the community of players, fostering a more engaged and informed network of enthusiasts.

“In the spirit of Conor McGregor's words, ‘we are here not just to take part but to take over’, and this acquisition aligns perfectly with our commitment to not only participate in the affiliate world but to lead and transform it, setting new standards of excellence and innovation.”

Already, headquartered in Warsaw and led by CEO Alina Fomenok, is a tech-driven, SEO-specialised affiliate business with a particular geo focus on emerging markets and audiences. Former Parimatch CCO Belianin told iGB Affiliate that his role at the company involved leveraging operator-side insights to refine Already’s strategic and operational approaches.

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