(Sharecast News) - Gambling marketing and service provision company B90 announced a strategic shift in its operations on Wednesday, focusing on its core business-to-business (B2B) activities and relaunching its flagship brand, Bet90.
The AIM-traded firm historically operated in two main areas - lead generation through its subsidiaries Emwys, Oddsen and Tippen4you, offering SEO and pay-per-click marketing solutions through affiliate agreements with third-party operators, and the provision of online gaming products through its own properties Bet90 and Spinbookie.
It said it was relaunching Bet90 as an affiliate website and discontinuing its business-to-consumer (B2C) gambling operations on the site.
The revamped Bet90 would provide visitors with various casino and sports betting-related content, including casino and sportsbook reviews, top lists of bonuses, and betting tips.
It explained that the newly-designed Bet90 would offer promotions, casino reviews, bonuses, bookmaker reviews, and sportsbook reviews.
The site would also cater to the online casino market by providing reviews of online casinos and various welcome casino bonuses.
In line with the company's other affiliate sites, Bet90 would also offer betting tips to its audience.
As part of the strategic realignment, B90 aimed to focus on its core competencies in performance marketing, lead generation, and affiliate services.
The company said it was seeking solutions to streamline Spinbookie's operations to align with its current strategy.
"Management focus is now firmly on B2B operations within the iGaming sector and the relaunch of Bet90 is an integral step toward expanding our operations, whilst reducing operating costs," said executive chairman Ronny Breivik.
"We will leverage our extensive experience and industry knowledge to deliver innovative solutions to our business partners.
"We already work alongside many well-known brands such as Bet365, Unibet, Evolution, NetEnt, Red Tiger, Quickspin, Betsafe, ComeOn Group and Betsson."
Breivik said Bet90 would build solid links and create valuable content of relevance to both the online casino market and the sportsbook market.
"By engaging customers with interesting content and providing a range of casino bonuses and sportsbook bonuses, we hope to connect customers with even more online brands.
"Through the acquisition, integration, and operation of technological solutions, our management team is committed to building a business that aspires to be a leading gaming service provider of scale, targeting profitability and generating positive free cash flow."
At 1100 GMT, shares in B90 Holdings were flat at 4.62p.
Reporting by Josh White for Sharecast.com.
B90 Holdings (B90)