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Once the deal is completed, 80% of its EBITDA is expected to come from those two markets.
According to the deal investor deck, the combined group expects online betting and gaming to be its largest vertical, as it accounted for 48% of the group’s combined pro forma adjusted EBITDA in H1.
Distributed gaming followed at 27%, then casinos at 25%.
About Serial
Compared to the 2021 licensing round, the KSA adopted a more granular and stringent approach to its licence renewal process. This was expected following new policy rules set out by the regulator in September 2025.
One such rule was for licensees that had faced compliance enforcement during the five years operating in the Netherlands.
At the time KSA announced: “Providers that made mistakes in the past five years must explain during the application process how they have learned from previous mistakes and how they intend to prevent recurrence. If we find this explanation insufficient, the permit may be denied or additional conditions and restrictions may be imposed.”
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“And what better place to demonstrate that commitment than through player protection? The Africa Safer Gambling Week is our collaboration in action.”
On Monday, the AiA announced it had signed a memorandum of understanding (MoU) with the Association of Nigerian Bookmakers to establish closer ties on matters both in Nigeria and across Africa.
The MoU will explore opportunities for collaboration on areas such as safer gambling, player protection and taxation.
