Blexr has acquired affiliate website ThePOGG from Brand Streamers for an undisclosed six-figure sum.

Blexr is a Malta- and Barcelona-based lead generation specialist which operates affiliate websites in the online gambling and financial services industries, including Casinos.de, Casinos.pt and TopRatedForexBrokers.com.

ThePOGG is a UK-based website offering reviews of online casinos and an Alternative Dispute Resolution (ADR) service for iGaming customers, having managed more than 6,500 player complaints and returned over $7.5m to customers since launching its ADR service in 2012.

The website was acquired by Brand Streamers in April 2022, before the business announced in December it was putting the site up for sale as part of a broader restructure of the business.

Brand Streamers now intends to focus its efforts more directly on US markets.

Blexr, meanwhile, said it is expanding its presence in the online gambling sector by acquiring ThePOGG, as it offers a variety of in-depth online casino reviews and effective, low-cost mediation services for operators and players alike.

The acquisition highlights “the company’s commitment to enhancing the scope and capabilities of the service, further improving the industry for casinos and players alike,” Blexr said.

As part of the agreement, ThePOGG founder Duncan Garvie will join Blexr’s team.

Garvie said he was incredibly proud to be joining Blexr.

“We have worked hard to provide exceptional service to our users and clients over the past few years, and have developed the highest standards in the industry,” he added. “I’m really happy to be joining an organisation that shares that same commitment.”

Blexr founder and CEO Paudie O’Reilly added: “We know this acquisition will be a great addition to our existing product portfolio and expand our presence in our target B2B markets.

“The work Duncan has done over the years to build a trusted service at ThePOGG is second to none and represents an enormous opportunity for Blexr to grow and develop that business.

“We have big plans in this space and are excited to see how it will grow in the coming months.”

Blexr recently acquired the New Zealand-based affiliate site CasinoReviews.net.nz, and is the owner of several other casino review sites targeting the UK, Canada and Latam markets.

Online casino affiliate and dispute mediation website ThePOGG.com has been put up for sale by its owner, Brand Streamers.

Brand Streamers first acquired ThePOGG in April 2022, with a view to rapidly expanding its footprint in North America’s regulated iGaming states.

But just a matter of months post-acquisition, Brand Streamers is now looking to offload the asset as part of a broader restructure of the business.

“The mission of Brand Streamers has always been to revolutionise gaming streaming in the US markets where we’ve already obtained over 20 US licences,” said Brand Streamers CEO Clas Dahlén in a statement.

“To most effectively achieve this objective, the board of directors has agreed that it would be advantageous to more tightly focus on our streaming objectives and restructure the business away from other areas.

“To this end we are now talking to several parties about the potential sale of ThePOGG,” he added. 

ThePOGG founder Duncan Garvie: “Integrity and trust have been at the core of everything I’ve worked to develop and I’m very proud of the achievements that we’ve made. It’s now time to pass the torch on to someone who can take the brand to the next level.”

ThePOGG was founded in 2011 by Duncan Garvie, and launched its Alternative Dispute Resolution (ADR) service in 2012 to help manage player complaints against gambling operators.

Since launch, the ADR service said it has managed more than 6,500 player complaints as more than $7.5m was returned to players.

In 2017, ThePOGG also founded responsible gambling service BetBlocker, which provides free self-exclusion software to consumers.

“The brand’s achievements in Alternative Dispute Resolution (ADR) and responsible gambling are not only unique but have established it as an authority resource without parallel in the sector,” said Dahlén.

Duncan Garvie, founder and ADR official of ThePOGG, added: “ThePOGG.com has been a work of passion for me for over a decade. 

“Integrity and trust have been at the core of everything I’ve worked to develop and I’m very proud of the achievements that we’ve made. It’s now time to pass the torch on to someone who can take the brand to the next level.”

In a sales pitch deck obtained by iGaming NEXT, Brand Streamers has drawn parallels between ThePOGG and Catena Media’s flagship AskGamblers brand, which has also been put up for sale. 

According to a November report from iGaming Business, Catena Media is now thought to have found a prospective buyer for AskGamblers and is expected to close the deal soon.

ThePOGG is likely to be for sale for a substantially lower asking price.