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    Affinity, SIG Merge Into $1.3B Media Company

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    Jun 14, 2021 | 04:29 pm
    UPDATED Jun 14, 2021 | 04:46 pm
    Wendell Cruz-USA TODAY Sports/Design: Alex Brooks

    Z Capital Partners’ Affinity Gaming and Sports Information Group will merge in the coming weeks. The new entity will be called Affinity Interactive, an omnichannel digital, gaming, and media company worth $1.3 billion, including debt.

    SIG, the owner of Daily Racing Form, will bolster its online betting specialization with Affinity Gaming, which operates eight regional casinos.

    The merger is the latest combination of online betting platforms and in-house operators in the last year.

    • Caesars Entertainment acquired online betting company William Hill for roughly $4 billion.
    • Bally’s announced plans to acquire online gaming provider Gamesys Group in a deal worth $2.8 billion after acquiring Monkey Knife Fight, SportCaller, and Bet.Works.

    Z Capital purchased the remaining 59% of Affinity Gaming in 2017, valuing Affinity at $580 million. It had already owned a 41% stake. The same year, it acquired 127-year-old SIG for less than $100 million.

    Gaming & Hospitality Acquisition Corp. — a SPAC that raised $200 million in an IPO in February when it announced plans to merge with Affinity Gaming and another entity— will now merge with the combined company.

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