Our Business

New Leadership
New Growth
New Culture
New Playbook
New XLMedia

1.


Expand our North America Sports footprint, deepening audience relationships and diversifying revenue streams with the goal of more predictable, stable income.

2.


Refine our Europe Sports portfolio, expand to new territories and capture more revenue while leveraging our experience and learning from years spent operating in mature, regulated markets.

3.


Drive gaming in select markets (like the US) through quality content, engaging consumer features, data-driven decision making and the prioritisation of Google E-E-A-T requirements to capitalise on the high-margin Gaming vertical.

We Are The New XLMedia

 

XLMedia’s core business operates in three verticals: Sports Media, Sports Betting and Gaming. The Group manages a portfolio of premium brands with a primary emphasis on Sports and Gaming in regulated markets. We focus our efforts on embracing new growth and maximizing our future impact.

FROM

CASINO-LED
EUROPE CENTRIC
REGULATED AND NON-REGULATED MARKETS
HIGH VOLUME, GENERIC CONTENT, LIMITED BRAND EQUITY
BESPOKE TECH

GOING FORWARD

SPORTS-LED AND GAMING
EXPAND NORTH AMERICA, EUROPE AND REST-OF-WORLD FOOTPRINT
PRIORITIZE HIGH-GROWTH, REGULATED MARKETS WITH AN EMPHASIS ON RESPONSIBLE GAMING
GROWING BRAND LOYALTY, QUALITY CONTENT FOR ENGAGEMENT AND RETENTION
UNIVERSAL TECH

OUR BUSINESS MODEL

As an affiliate, the Business’s revenue is driven by creating compelling content that reaches engaged, returning audiences, which in turn, attract high-value operators and advertisers. 

We develop premium brands that build trust and loyalty among their audiences. We extend this relationship to trusted operators and advertisers who enrich the consumer experience while generating revenue.

Our portfolio composition is a balanced mix of Owned and Operated (O&O) and Media Partnership Business (MPB).

O&O brands provide high-quality news, insights and entertainment from in-house experts that generates audience growth, retention and action. While our Media Partners — a collective of leading sports media and news publishers with high brand equity, trust and authority — benefit from our quality storytelling, industry expertise and operator relationships. The scale of this combination yields wider geographical coverage, increased advertiser relevance and greater revenue opportunities.

The Group’s revenue is sourced primarily from CPA in North America and hybrid/revenue share in Europe. As the XLMedia audience footprint scales, we are able to capitalise on alternative revenue streams like display advertising (cost per mille or CPM) and sponsorships.


O&O Brands and Media Partners

attract engaged audiences who have a variety of needs and interests directly to their sites and through search engines and products (e.g. Google News).


Multiple Revenue Streams

enable monetisation from highly motivated audience at significant scale.


Revenue Streams from Diverse Categories

build sustainable, underlying revenue growth.

THE AUDIENCE JOURNEY TO CONVERSION

USER ACTION

XLMEDIA ACTION

USER ACTION

Consumer wants to find
information, know how to
do something, or find an
activity to participate in
like sports betting

XLMEDIA ACTION

Direct traffc is delivered
via brand loyalty,
social media channels,
newsletters and podcasts.
Search traffc is delivered
through optimised SEO,
search engines and news
products (e.g. Google
News) and paid media.

STEP 1

USER ACTION

Consumer visits
brand’s website.

XLMEDIA ACTION

An engaging, content-rich
experience is provided that
integrates advertising of
value to the consumer.
Types of advertisements
include offers, promotions,
advertorials and
conversion tools.

STEP 2

USER ACTION

Consumer engages with
content that includes ads
and promotions.

XLMEDIA ACTION

Contextually relevant
promotions designed to
capture intent are served,
generating revenue from CPA,
revenue share and fxed deals.

Contextually relevant
advertisements designed to
drive interest are served,
generating revenue from
CPM and sponsorships.

STEP 3

USER ACTION

Consumer clicks to
redeem an offer or
promotion.

XLMEDIA ACTION

The consumer is sent
to operator or
advertiser website.

STEP 4

USER ACTION

Consumer redeems
promotion or
learns about a
product/service.

XLMEDIA ACTION

Revenue from operators
and advertisers is
generated.

STEP 5
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Relevant data is collected to enhance the consumer’s future

visits by informing website adjustments that provide a better

experience and more relevant offers.

Our growth engine

By leveraging our understanding of the modern audience journey, XLMedia is able to deliver real value to our audiences and our advertisers in a competitive industry.

We reach passionate communities – like sports fans – with quality content that is  specific to their interests. To accomplish this, we apply data science and specialist expertise to understand consumer motivations. 

This allows us to create better stories, capture intent via search engines and news products (e.g., Google News) and provide advertisements that are genuinely relevant. 

The objective is to provide the right story, to the right person, with the right promotion at the optimal time. This strategy generates brand affinity and dependable revenue streams.

Where we operate

Sports Betting

Crafted by sports betting specialists, our brands provide expert analysis, tools and data that educates and supports responsible wager-based entertainment decisions in a trustworthy environment.

Sports Media

Led by sports experts with decades of experience, our sports brands provide in-depth coverage for enthusiastic fans all over the world.

Gaming

With a focus on user safety, our gaming brands help players discover games they love in an environment they can trust.

XLMEDIA Partner
Solutions

Created for advertisers and publishers of all sizes, our partner services combine technology and years of experience to deliver greater reach and more sustainable, durable revenue.