Z Capital Partners merges Affinity Gaming and Sports Information Group to create Affinity Interactive

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Global investment firm Z Capital Partners, the private equity arm of Z Capital Group, has completed the merger of its affiliated portfolio companies, Affinity Gaming, a diversified national casino gaming operator, and Sports Information Group, the B2B and B2C global omnichannel sports, technology, digital, media and wagering business.

The newly merged entity, badged Affinity Interactive, has offerings in regional gaming and horse wagering, and is soon to launch social gaming, igaming, and sports betting, potentially reaching one million customers across the US alone. 

With regional casinos in Nevada, Missouri and Iowa, and its own technology, digital and media platforms and online betting presence, the company claims to be positioned to capitalize on the continued momentum in sports betting and igaming globally. 

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

James Zenni, Founder, President and CEO of ZCG and Chairman of Affinity Interactive, stated: “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 US 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.”