Third Planet Affiliates is adding a third property to its growing galaxy of gaming industry websites by acquiring player props-focused site Props.com from Canadian company FansUnite.
Third Planet already owns and operates iGaming news media publication CasinoReports.com and lottery outlet LotteryGeeks.com.
Third Planet Affiliates was founded earlier this year by Adam Small and Cal Spears. Under Chief Content Officer Brett Smiley, the co-founder of sports betting trade publication Sports Handle, Third Planet Affiliates’ network publishes news and features on the latest developments and trending topics within the gaming, betting and lottery sectors.
Co-founder Spears called Props.com “a category-defining domain name with significant search traction” and described it as a perfect fit for the affiliate company.
“It’s a perfect fit for covering both traditional U.S. sports betting and the burgeoning DFS+ space led by Underdog and PrizePicks,” said Spears. “Our young company is excited to build Props.com into a daily resource for both bettors and fantasy players.”
The financial terms of the deal were not disclosed.
Props.com was founded in 2021 under the American Affiliate umbrella and produces a range of content aimed at educating and informing fantasy sports players and sports bettors across major U.S. professional sports leagues.
Third Planet’s mission is “to provide top-quality casino, lottery, and player props news and tools to the U.S.-facing consumer and industry insiders, without putting anything behind a paywall,” said Small.
FansUnite divests affiliate business
Props.com was the last remaining major property in Vancouver-based FansUnite’s omni-channel customer acquisition company American Affiliate.
Last month, FansUnite sold its Betting Hero business back to the brand’s co-owners, with GeoComply also acquiring a minority stake. The total valuation of the deal was $37.5 million.
Betting Hero had served as FansUnite’s wholly-owned U.S. subsidiary. That deal is expected to close in August 2024.
