The management of iGaming affiliate Traffic Lab completed a majority stake buy-out today (14 April).
The move marks a major change for the Danish business, which operates as both an affiliate and a B2B tech service provider in the space.
Prior to the management buyout, the Danish Central Business Register states Traffic Lab was 100% owned by an entity called Lab Group, which itself was a subsidiary of CapitaLab.
In a LinkedIn post, CEO Peter Gunni said: “We’ve taken over the majority ownership of Traffic Lab and we’re sharing it. I’ve dreamed for a long time of building a company where ownership is shared with the people working in it, and now it has become a reality.
“With full backing from the C-suite Claus, Oisín, David and myself we’ve successfully executed a management buyout and acquired the majority of Traffic Lab. Huge thanks to Sebastian for his hard work and care over the past years.”
Gunni replaced Traffic Lab’s founder Sebastian Agerskov as CEO in May 2024, who stepped down after a decade in post.
Following this change, one of the company’s first actions was to purchase Swedish online casino affiliate business CasinoWings, in a deal that also featured undisclosed terms. Founded in 2015, CasinoWings was a brand of digital marketing business Tahoba.
Gunni added: “Now we have the rare opportunity to bring more owners into the company people who have been loyal Labbers for years. As of today, 1/3 of Traffic Lab’s workforce are also owners. This was for you!
“I truly believe this will inspire all of us to achieve beyond what we thought possible.”
