A recent acquisition has seen Vita Media Group secure Danish igaming company Greenplay, a subsidiary of Spanish group Codere Online Management Services.

Incorporating the casino brand into its OMG Affiliates division – the seventh company to join the unit – Vita Media aims to strengthen its market position in European and Latin American sectors as part of its wider growth strategy.

As a result of the merger, all affiliates operating on the Greenplay casino under the terms of agreements with Codere Online Management Services will be transferred to the OMG Affiliates platform. Vita has detailed further plans to introduce all affiliates to the company’s own account management system once this migration is completed. 

“The acquisition of the Greenplay casino brand is a massive expansion of our own igaming ecosystem,” said Jimmi Meilstrup, Chief Executive Officer of Vita Media Group

“We are reinventing our presence in existing markets, and at the same time we are trying to unlock new market possibilities. This strategic investment allows us to be more creative and offer a lot more quality on the market in 2022.”

The Greenplay acquisition is the third affiliate merger made by VIta Media in 2021, having previously acquired the Trada Affiliates brand in the UK and another Danish company, AffiliSearch.

Upon completing the latter takeover, Vita branded the development as strategically significant in helping the company diversify and improve its commercial offering for igaming incumbents.

Following the transaction, an enlarged OMG Affiliates has been led by Elena Shokarovska, Head of Affiliates at Vita Media Group.