iGaming Affiliate, Game Lounge, acquires Two Kings Consultants B.V. for undisclosed sum

Game Lounge, a leading iGaming affiliate company, has announced the acquisition of Two Kings Consultants B.V., the parent company of Dutch affiliate website Meneer Casino. 

This move is part of Game Lounge’s strategy to solidify its presence in the fast-growing Dutch iGaming market and will position them as a key player in Europe’s regulated affiliate landscape.

Building on the success of a trusted Dutch affiliate 

Meneer Casino, the core brand operated by Two Kings Consultants B.V., is one of the largest affiliate iGaming targeting Dutch players. It offers comprehensive reviews, guides, and comparisons of online casinos. 

As it’s already a trusted brand, Game Lounge is able to continue expanding its footprint within regulated European markets with a site that already has a good reputation with consumers.

Richard Dennys, CEO of Game Lounge, said: “We are thrilled to welcome Martin and his team to Game Lounge. This acquisition aligns perfectly with our growth strategy and commitment to providing high-quality iGaming experiences to players worldwide. Meneer Casino’s strong reputation and deep understanding of the Dutch market make them an invaluable addition to our network.”

A strategic partnership that benefits both brands

While Meneer Casino’s ownership is changing, it looks like the day-to-day running of the company will remain largely the same. Ben Robinson, Managing Partner at Corfai Capital —the brokerage company who facilitated the deal— said: “This transaction brings together two highly complementary businesses with a shared vision for innovation and excellence in the iGaming affiliate sector. We believe this strategic partnership will create significant value for both companies and further solidify their positions as leaders in their respective markets.”

Martin van Geest, the founder and chief editor of Meneer Casino also spoke on the acquisition, stating that joining forces with Game Lounge marks an “exciting new chapter.” He believes the partnership will enable them to reach even more Dutch players —ultimately resulting in increased revenue.

Part of a wider acquisition trend

This latest acquisition follows a trend we’ve been seeing a lot of in the last two or three years: large, powerful affiliate networks buying out smaller sites. With regulatory landscapes continually changing, it’s starting to look like the smaller affiliates are being forced out of the market due to compliance challenges and being unable to compete with the resources of larger networks. 

Acquisitions like this not only allow smaller affiliates to survive but also provide them with the infrastructure, capital, and expertise needed to compete —ironically—against the large networks.

Does this mean smaller affiliates should give up? Not at all. However, to compete against large networks with huge piles of cash, it’s a good time for smaller sites to look at their USP, and, potentially, niche down.

One approach that has proven successful for smaller affiliates is to focus on hyper-specialization. By targeting a specific audience or vertical, smaller sites can capture a unique segment of the market where larger networks may be uninterested —or unable— to efficiently operate in.