Gentoo Media Inc. (often referred to as Gentoo) is a publicly traded company operating in the iGaming

affiliate marketing Affiliate marketing is a marketing arrangement in which Affiliate (commerce), affiliates receive a wiktionary:commission, commission for each visit, signup or sale they generate for a merchant. This arrangement allows businesses to Outsourcing, ...

industry. It manages a network of over 150 websites, directing traffic to licensed

online casinos Online casinos, also known as virtual casinos or Internet casinos, are online versions of traditional ("brick and mortar") casinos. Online casinos enable gamblers to play and wager on casino games through the Internet. It is a prolific form of ...

and

sports betting Sports betting is the activity of predicting sports results and placing a wager on the outcome. Sports bettors place their wagers either legally, through a sportsbook or bookmaker (colloquially known as "bookies"), or illegally through priva ...

operators. The company focuses on lead generation,

content marketing Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used in order to achieve the following business goals: attract attention and generate leads, expand t ...

, and compliance monitoring in regulated gambling markets. Formerly known as GiG Media, the company was part of Gaming Innovation Group (GiG) until September 2024, when it became an independent entity. Gentoo Media is listed on

Nasdaq Stockholm Nasdaq Stockholm, formerly known as the Stockholm Stock Exchange (), is a stock exchange located in Frihamnen, Stockholm, Sweden. Founded in 1863, it has become the primary securities exchange of the Nordic countries. As of March 2021, a total ...

(ticker: G2M) and, as of early 2025, is in the process of delisting from Euronext

Oslo Oslo ( or ; ) is the capital and most populous city of Norway. It constitutes both a county and a municipality. The municipality of Oslo had a population of in 2022, while the city's greater urban area had a population of 1,064,235 in 2022 ...

Børs (ticker: G2MNO), subject to shareholder and regulatory approval.

History

2007-2017: Origins and early development

Gentoo Media's origins trace back to 2007, when Rebel Penguin, an

company, was founded in

Copenhagen, Denmark Copenhagen ( ) is the capital and most populous city of Denmark, with a population of 1.4 million in the urban area. The city is situated on the islands of Zealand and Amager, separated from Malmö, Sweden, by the Øresund strait. The Øres ...

. In 2012, Gaming Innovation Group (GiG) was established, later expanding into affiliate marketing. In 2015, GiG launched its affiliate division, Innovation Labs, later rebranded as GiG Media. In 2017, GiG acquired Rebel Penguin, integrating it into its affiliate marketing operations.

2018-2023: Expansion and business separation

Throughout the late 2010s and early 2020s, GiG Media expanded its portfolio of affiliate websites, focusing on

digital marketing Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...

and compliance tools for the iGaming industry. In 2023, GiG separated its affiliate marketing and platform divisions into two independent publicly listed companies. The separation was aimed at establishing distinct business structures for each entity.

2024-present: Formation of Gentoo Media

In September 2024, GiG Media was officially rebranded as Gentoo Media, following its spin-off from GiG Platform & Sportsbook. In 2023 and 2024, Gentoo Media acquired several iGaming-related websites and businesses, including AskGamblers, KaFeRocks, Time2Play, Casinomeister and Titan Inc. In the fourth quarter of 2024, Gentoo Media reported €35.9 million in revenue, reflecting a 38% increase compared to the same quarter in 2023. On January 30, 2025, Gentoo Media announced plans to delist from Euronext Oslo Børs while maintaining its listing on

. The company cited a shift in investor focus from Norway to Sweden and limited trading liquidity on the Oslo exchange as key reasons for the decision. The delisting remains subject to shareholder approval at a special meeting in March 2025, followed by regulatory approval from Euronext Oslo Børs. If approved, the delisting is expected to take effect by the end of the second quarter of 2025.

Business model and operations

Gentoo Media operates as an affiliate marketing company, directing traffic from its websites to online gambling operators. The company’s primary activities include: * Lead generation: Connecting players with online gambling platforms. * Content and SEO marketing: Managing a portfolio of over 150 websites that provide reviews, betting guides, and industry insights. * Compliance monitoring: Utilising Sitebee (formerly GiG Comply), a software designed to track marketing compliance across regulated markets. Gentoo Media’s digital marketing efforts span multiple channels, including search engines, social media platforms, and email marketing.

Key Websites

Gentoo Media operates several media websites and traffic generating channels engaging the end-user, turning users into leads to operators.

AskGamblers.com

AskGamblers.com is a casino affiliate website that features online casino information and reviews, bonus listings, online gambling news, a complaint service, and a gaming community. The company was founded by Igor Šalindrija in 2005 in

Belgrade, Serbia Belgrade is the Capital city, capital and List of cities in Serbia, largest city of Serbia. It is located at the confluence of the Sava and Danube rivers and at the crossroads of the Pannonian Basin, Pannonian Plain and the Balkan Peninsula. T ...

. In 2009, AskGamblers launched AskGamblers Casino Complaint Service, a player complaint resolution service, with the aim of helping players file complaints against online casinos and retrieving unpaid funds. Since its launch, it has recovered more than $70m in unpaid or delayed funds to players. In April 2016, the media company Catena Media acquired AskGamblers for €15 million. In January 2023, AskGamblers was acquired by Gaming Innovation Group for €45 million.

World Sports Network (WSN.com)

Through its sports website, WSN.com, Gaming Innovation Group entered the regulated US sports betting market in January 2019. It was first granted a license to operate in

New Jersey New Jersey is a U.S. state, state located in both the Mid-Atlantic States, Mid-Atlantic and Northeastern United States, Northeastern regions of the United States. Located at the geographic hub of the urban area, heavily urbanized Northeas ...

, followed by

Indiana Indiana ( ) is a U.S. state, state in the Midwestern United States, Midwestern region of the United States. It borders Lake Michigan to the northwest, Michigan to the north and northeast, Ohio to the east, the Ohio River and Kentucky to the s ...

Pennsylvania Pennsylvania, officially the Commonwealth of Pennsylvania, is a U.S. state, state spanning the Mid-Atlantic (United States), Mid-Atlantic, Northeastern United States, Northeastern, Appalachian, and Great Lakes region, Great Lakes regions o ...

Colorado Colorado is a U.S. state, state in the Western United States. It is one of the Mountain states, sharing the Four Corners region with Arizona, New Mexico, and Utah. It is also bordered by Wyoming to the north, Nebraska to the northeast, Kansas ...

and

West Virginia West Virginia is a mountainous U.S. state, state in the Southern United States, Southern and Mid-Atlantic (United States), Mid-Atlantic regions of the United States.The United States Census Bureau, Census Bureau and the Association of American ...

. In June 2020, WSN.com started an online gambling podcast with sports betting personality Bill Krackomberger.

CasinoTopsOnline

GiG acquired Casinotopsonline.com in March 2017 for the amount of €11.5 million, at the time it was deemed as one of Europe's largest online casino review portals. The site focuses on news and casino reviews operating on a worldwide scale.

Time2play.com

In December 2023, Time2play.com and the company Time2Play Media was acquired by Gentoo Media. The site features data-driven reviews, guides, news, and other information on online gambling. Previously known as KaFe Rocks, the company rebranded as Time2play Media in June 2023.

Casinomeister.com

In June 2024, Gentoo Media acquired Casinomeister.com, a longstanding online casino advocacy and review platform that has been operating since June 1998. The site features an active forum where online gamblers connect and exchange opinions. It also offers a complaints service that facilitates dispute resolution between players and operators.

References

External links

*{{website, https://www.gentoomedia.com/, Gentoo Media official website Online gambling companies of Malta Companies listed on the Oslo Stock Exchange Companies listed on Nasdaq Stockholm Companies established in 2007