Playmaker acquires iGaming affiliate operator Wedge Traffic


Digital sports media company Playmaker has acquired Wedge Traffic to enhance its iGaming and affiliate presence in the US market.

Wedge’s technical and affiliation expertise, combined with Playmaker’s ecosystem of highly engaged sports fans, will create significant value for online sportsbooks and casino operators that are vying to acquire and retain customers, and facilitate a safe and fulfilling iGaming user experience.

There are currently 21 US States, as well as the District of Columbia and the province of Ontario, Canada, with regulated mobile sports betting operational in North America. Additional States including Ohio, Maine, Maryland and Massachusetts are on track to launch online sports betting activity in the short-term. By 2026, the US sports betting and online casino market is projected to generate revenue of US$24bn, an increase of 213% on 2021.

With the acquisition of Wedge, Playmaker is evolving from a pure digital sports media business to becoming an affiliate for the newly regulating iGaming industry across the U.S. and Canada.

“We have been very clear that creating a centre of excellence in affiliate was key to rounding out our offering as a leading sports media business,” says Jordan Gnat, Playmaker CEO. “We look to super-serve all of our partners, and Wedge allows us to better serve critical customer segments, sports betting and iGaming operators. The team at Wedge is superb and we could not be happier having them join our family.”

“Outside of the fact that Playmaker’s diverse portfolio of brands will directly complement our business, there were two key reasons for making the decision to join the Playmaker family,” says Dan Kersh, Wedge CEO. “Firstly, they understand how to support and accelerate data driven marketing within the iGaming sector. Secondly, and perhaps of even greater importance, they appreciate the value of creating a winning culture and how it must be considered the heartbeat of any successful business.”