LONDON, UK: B90 Holdings plc, an online marketing and operating company for the gaming industry, has announced a deal to acquire Emwys AB, a Swedish company that specialises in pay-per-click (PPC) marketing in the online gambling sector, for up to €3.6 million.

The deal will also include a licence and online gambling marketing agreement with Funko International AB, the seller of Emwys, for its Google advertising account used by Emwys in the Finnish market.

The deal will give B90 access to Emwys’ valuable marketing tools, business contracts, domains and expertise in PPC marketing, which allows websites to rank higher and target specific audiences in Google search results. B90 plans to use Emwys’ assets and knowledge to expand into new territories and boost revenues for its existing and new affiliate accounts.

The deal is expected to close by 1 September 2023, subject to regulatory approval and other conditions. The payment will consist of cash and convertible loan notes (CLNs), with some performance conditions attached. The CLNs have a term of three years and are convertible at a 10% discount to the market price. The deal is intended to be funded from the proceeds of a subscription announced in June 2023.

Emwys reported an unaudited profit of €0.06 million and net assets of €0.07 million for the year ended 31 December 2022. The assets being acquired are expected to be positive cash flow generating in Q4 2023.

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