Scarcely three weeks after it was announced on June 14, Affinity Gaming has completed its merger with Sports Information Group, the latter synonymous with the Daily Racing Form, staple of horse players across the United States. The closing of the deal was announced by Affinity parent company Z Capital Partners. The transaction concludes just as Affinity prepares to launch Affinity Interactive, providing social gaming, igaming, and sports betting. Affinity is best known as the operator of brick-and-mortar casinos in Nevada, Missouri, and Iowa.
“This transaction establishes Affinity Interactive as a leader in today’s gaming industry with a digital offering and significant growth opportunities,” said Affinity Interactive Chairman James Zenni in a statement.
Affinity CEO Mary Beth Higgins retains her title, as does SIG’s CEO, Itay Fisher, as the two units will be run autonomously.
“With the rapid expansion of online gaming in the U.S. and abroad and the continued growth of the sports and online betting industry, Affinity Interactive will be positioned to accelerate its growth with casino properties and technology and proprietary sports data and intelligence available to nearly one million customers worldwide,” Zenni continued.
Affinity Interactive gains a sports-betting platform in SIG’s DRF Bets and claims on its website to have a sports-betting presence in 36 states, mostly online wagering on horse races.
Regarding the leadership team, Higgins came to Affinity in 2018 from Vici Properties, of which she was CFO. Her resumé also includes stints with Caesars Entertainment, Global Cash Access and Herbst Gaming. Fisher, an Israeli expatriate, arrived at SIG by way of sports-betting giant William Hill, of which he was chief information officer. Prior to that he was chief product and development officer for Gala Coral Interactive, a United Kingdom-based igaming and sports-betting provider.
