Warren Jacobs, the head honcho at ActiveWin, thinks the stars have aligned for a complete fusion of their venture with Nektan.
Jacobs and Done, the mastermind behind Betfred, initially established Nektan Marketing Services as an offshoot of Nektan. Their objective was to harness the powerhouses of both entities: Nektan’s state-of-the-art tech and ActiveWin’s prowess in digital promotion and client engagement. The collaboration was a match made in heaven – ActiveWin required a framework for their recently acquired brand, Kerching.com, and Nektan sought to amplify its marketing reach.
This novel structure grants Nektan total command over the promotion of its brands, encompassing the white-label platform they furnish to collaborators. This streamlined methodology is projected to boost productivity and empower Nektan to fully exploit ActiveWin’s marketing acumen.
Honey Liquor, a marketing solutions firm, is on an acquisition spree, acquiring companies like Ruby Members Club. They’re also broadening their offerings to encompass client management (CRM) for their private-label associates and their own labels, even establishing a specialized CRM unit.
Why did we opt to divest our interest to Honey Liquor at this juncture?
Similar to numerous prosperous enterprises, Honey Liquor is striving for the major leagues. To propel their expansion and attain greater authority and supervision, they required capital infusion. Proposing to purchase our shares was a calculated maneuver on their behalf.
We brokered a transaction for approximately £1.2 million. This sum encompasses the procurement of additional shares, elevating their total investment to £1.7 million. As stipulated in the agreement, they’ve pledged to utilize LivelyVictory’s services for the ensuing year. Given our initial capital and the continuous refinement of our products, we trust they recognize the worth of our collaborative creation. This rendered the proposition quite satisfactory.
Could this framework be replicated with alternative platforms or entertainment providers?
We’re not pioneering a novel concept here. The market already features contenders such as Sea Monster and GameTech Ready-Made Solutions (GTRS). I’ve personally observed this during my tenure at Euro Associates, which was acquired by GameTech and GTRS for an astounding €2.8 billion. My methodology simply emulates GameTech’s triumphant blueprint, albeit on a reduced scale.
Therefore, to reiterate, this divestiture was a mutually advantageous commercial determination.
This wasnt merely a fleeting agreement. We’re discussing a robust collaboration, operating in tandem for a minimum of twelve more months. Frankly, we’re delighted with the seamless operation of everything. Establishing and divesting this enterprise in a mere twenty-four months? That’s an accomplishment that fills us with immense pride. It demonstrates our ability to execute swiftly and effectively, not solely for Betfair, but autonomously as well.
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