ThePOGG put up for sale by Brand Streamers

ThePOGG, one of the cornerstone complaint resolution services in the gambling industry, has been put up for sale by Brand Streamers, the company which acquired it back in April. The news was confirmed by Brand Streamers CEO Clas Dahlén who shared the update on his LinkedIn profile and offered further details about the potential sale and what is on the line.

Dahlén used the address to confirm that Brand Streamers is open to offers by third parties that may be interested in acquiring ThePOGG. This comes at a time when rival company Catena Media is also selling AskGamblers, a competitor service that offers complaint resolution services.

ThePOGG was originally founded by Duncan Garvie in 2011 and has achieved a status as an established and trusted resource for gamblers. Similarly, the brand has been highly successful in the execution of its primary objective, which is to help players retrieve funds that they believe have been withheld illegitimately by platforms.

To date, more than 6,500 player complaints have been resolved with online gambling companies with more than $7.5m returned to plaintiffs. To achieve this, ThePOGG has leveraged its proprietary Alternative Dispute Resolution service, which authorizes it to mediate disputes between gambling operators and players, and which makes its rulings legally binding.

ThePOGG has offered rulings in cases concerning more than 100 operators that hold a license from the Malta Gaming Authority. Dahlén emphasized the fact that ThePOGG is the only affiliate company on the market that is allowed to deliver such rulings and has done so with success and integrity over the past 10 years.

He insisted that the potential purchase of ThePOGG comes as a rare opportunity to acquire a brand that provides unique and unparalleled value to its holder, and further added that ThePOGG already performs well in terms of domain and SEO markers against competitors in the industry.

While Brand Streamers Group is loath to see ThePOGG go, Dahlén explained that the Group’s mission remains the same – to help revolutionize gaming streaming in the United States. Brand Streamers has already obtained more than 20 licenses in the country as a result, but to pursue its growth in the market, it would need to shift resources, which is precisely what the sale is about.

ThePOGG makes for an excellent acquisition asset, and the sale comes at a particularly auspicious time for both buyer and seller. While ThePOGG is unlikely to measure up to the askance price AskGamblers will be putting up, the asset will definitely create more bargaining room for interested parties who may be tempted to purchase the service instead of going after the Catena Media asset.

In comparison, AskGamblers has been able to settle player disputes and return funds worth more than $50m. AskGamblers has launched five years ahead of ThePOGG in 2006 and has had the opportunity to build up its momentum in a fairly uncontested environment. The Catena Media asset, which was acquired in 2015, is rumored to sell for anything from under $50m to over $100m.

However, there may be a better value in purchasing ThePOGG at a lower price and then scaling the affiliate’s performance by improving SEO and performance across the board.

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