Glitnor said that the purchase would support its expansion into the lead generation space as part of its long-term growth plans.
Feda Mecan, the co-founder of KaFe Rocks, will join Glitnor’s board of directors as part of the deal, while its chief executive Simon Pilkington will join Glitnor’s executive management team. The day-to-day management of KaFe Rocks will continue in its current format.
KaFe Rocks has a global portfolio of assets across more than 10 markets, including its user-centric flagship brands time2play.com, USCasinos.com and Online-slot.co.uk.
Glitnor’s B2C business currently includes online casino brands Lucky Casino and Gambola, while the business also owns casino content supplier Swintt.
“Glitnor is not shy about its ambitions to become a leading igaming group and the acquisition of KaFe Rocks and our move into the lead generation space is evidence of this,” Glitnor chief exectuive David Flynn said.
“In KaFe Rocks we have an established business being run by an incredibly talented team that owns and operates a network of successful, reputable affiliate assets that will drive growth for the wider group.”
KaFe Rocks’ Pilkington added: “I’ve been hugely impressed with the leadership team at Glitnor and am massively excited for what the future holds for both KaFe Rocks and the Glitnor Group.
“Since initial talks began, it’s been clear that both companies share a vision for growth, but that they also value the people driving it and believe in developing a culture where people can thrive.
“The trust that they are showing in us to continue being KaFe Rocks is gratefully received, and I’m extremely driven to deliver the results that will help the new group achieve its goals.”