Merger creating Affinity Interactive to run igaming, sports betting is complete



Capital Partners, the private equity arm of Z Capital Group, a privately-held asset manager, on Tuesday announced the completion of the merger of its affiliated portfolio companies, Affinity Gaming, a diversified national casino gaming operator, and Sports Information Group (SIG), a New York-based B2B and B2C global omnichannel sports, technology, digital, media and wagering business, creating Affinity Interactive.

The transaction was previously announced on June 14, 2021. Affinity Interactive has offerings in regional gaming and horse wagering and is soon to launch social gaming, iGaming, and sports betting. With regional casinos in Nevada, Missouri, and Iowa, and its “advanced” technology, digital and media platforms, and online betting presence, the company is positioned to capitalize on the continued momentum in sports betting and iGaming globally, highlighted the company.

Mary Beth Higgins, Chief Executive Officer of Affinity Gaming; and Itay Fisher, Chief Executive Officer of SIG, will continue to lead their respective business units.

James Zenni, Founder, President, and Chief Executive Officer of ZCG and Chairman of Affinity Interactive noted: “We are pleased to complete this transaction, which establishes Affinity Interactive as a leader in today’s gaming industry with a world-class digital offering and significant growth opportunities. With the rapid expansion of online gaming in the U.S. and abroad, and the continued growth of the sports and online betting industry, Affinity Interactive will be positioned to accelerate its growth with acclaimed casino properties and best-in-class technology, and proprietary sports data and intelligence available to nearly one million customers worldwide. We look forward to delivering on the many opportunities ahead as we leverage Affinity Interactive’s offerings and become the premier gaming, digital, and media platform.”

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