Hub Affiliations partners with TAG Media to grow Punters Lounge

Originally a UK football betting forum founded by Ollie Ormiston in 2000, Punters Lounge was acquired by Paul Ross in 2005 and transformed into an affiliate site, before being transferred to the current owner, TAG Media, after Ross’s passing in 2022.

Commenting on the partnership, Hub Affiliations CEO and co-founder Francesco Maddalena said it represents “a natural evolution for Punters Lounge and its community”, as the brand expands into key international markets, including Europe, Africa and North America. Under the new framework, operators and partners will benefit from enhanced support and greater scalability, improved reporting, transparency and compliance, advanced data and performance analysis, centralised partnership management and long-term business sustainability.

In addition, speaking exclusively to iGBA, Hub Affiliations co-founder Charles Herisson said the collaboration “is fully aligned with the company’s long-term vision in the UK”. While he acknowledged that the country’s recent gaming tax hike is creating difficulties in the market, especially for smaller companies, slow-moving businesses and operators without “strong autonomous customer acquisition capability”, the changes “will also reduce average acquisition costs over time for the groups that are best positioned”.

“The UK remains the benchmark market for best practice, team quality and operating discipline. In our view, building successfully in the UK helps create stronger teams and stronger operating models that can later support international growth,” Herisson explains.

“At the same time, it is important that regulation remains balanced. A well-regulated market is essential, but if restrictions become too rigid, especially for certain high-value customer segments, there is always a risk that some demand may migrate towards unlicensed operators. That is why continued dialogue between policymakers, regulators and serious industry operators is so important, to protect consumers while also preserving a competitive and properly channelled regulated market.”

On Hub Affiliations’ upcoming plans in the UK, Herisson hints at “a potential exclusive partnership involving two operators looking closely at how to strengthen their position in the UK following these tax changes”. The company has also invested in NYCE International, a London-listed technology and sales firm specialising in the global distribution of B2B gaming solutions.

Tom Galanis, TAG Media CEO, added: “This collaboration with Hub Affiliations will enable Punters Lounge to expand internationally while preserving the identity, values and relationships that have made the community successful for members, users and partners.

“The framework will enable the community to enter exciting new markets. It will strengthen the ability of UK operators to continue to benefit from the growth seen in recent months and years, and it will open new opportunities for international partners to generate fresh and lasting value from one of the most respected betting and gaming communities in the world.”