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Gambling.com Group has extended its reach in the UK through a new media partnership with The Independent newspaper.

Under the agreement, Gambling.com Group will deliver sports betting and online casino content to leverage the publication’s reach, which counts more than 20.8 million monthly unique users.

The content will be featured on a special section of The Independent’s website, alongside exclusive offers.

The partnership represents the third major media partnership for Nasdaq-listed Gambling.com Group, after its previously announced agreements with US publishers The McClatchy Company and Gannett.

The agreement with The Independent is the group’s first non-US media partnership and should serve as additional growth driver in one of its largest operational markets.

Gambling.com Group CEO Charles Gillespie said: “Gambling.com Group’s sophisticated publishing and monetisation systems combined with leading media brands like The Independent is a proven recipe for success, as evidenced by our existing media partnerships.

“Record numbers of players are visiting our UK websites to find the best online bookmakers and casinos. We look forward to collaborating with and driving new revenue for The Independent by demonstrating the benefits of a best-in-class media alliance,” he added.

“Gambling.com Group brings vast UK market operating experience having entered the market over 15 years ago.”
The Independent MD Christian Broughton

By partnering up with Gambling.com Group, The Independent will gain access to the affiliate’s proprietary data science platform, content team and experience of monetising online traffic.

“Gambling.com Group brings vast UK market operating experience having entered the market over 15 years ago,” said The Independent MD Christian Broughton.

“Partnering with Gambling.com Group, which has a strong record of success in the UK and a wealth of established partnerships with online gambling brands in the market, is a great benefit for our organisation.

“We are excited to deliver Gambling.com Group’s authoritative offerings to our highly engaged audience to allow them to make smart, informed decisions,” he added.

The UK was one of the first jurisdictions to legalise online gambling nearly 20 years ago. It remains larger than any individual US state, after America legalised regulated online gambling in 2018.

This media partnership follows on from a record quarter for Gambling.com Group in Q1 2023.

Other gambling affiliates have followed a similar strategy by striking commercial contracts with leading news publishers. Better Collective, for example, has a long-term deal with The Telegraph.

The Guardian however has removed itself from the conversation around gambling-specific content. In June, it took the decision to ban all gambling advertising globally.