Z Capital forms Affinity Interactive to capitalise on betting & gaming growth


Z Capital Partners, the private equity arm of Z Capital Group, has announced the merger of Affinity Gaming and Sports Information Group to create Affinity Interactive, in a bid to capitalise on the growth of igaming and sports wagering.

It is hoped that the unity of Affinity’s regional casinos in Nevada, Missouri and Iowa, and SIG’s technology, digital and media platforms and online betting presence, will present the new entity with “significant growth opportunities”.

“This merger has been contemplated for quite some time, and with the expansion of online gaming in the US and abroad, we look forward to bringing together these two highly complementary businesses and leveraging their combined strengths to create a significant gaming, digital and media platform with even greater growth opportunities globally as Affinity Interactive,” said James Zenni, founder, president and chief executive officer of ZCG and chairman of Affinity Interactive

“Affinity’s acclaimed casino properties, coupled with SIG’s world-class technology and proprietary sports data and intelligence, will create a leading gaming platform available to nearly one million customers worldwide. 

“We see significant growth in the sports and online betting industry, and we are confident that together these companies will be even better positioned to capitalise on the many opportunities ahead as Affinity Interactive.”

The merger will include an expanded suite of casino and online gaming offerings, including social gaming, mobile gaming, igaming and sports betting. 

The combined company will reach nearly one million customers across the US, and leverage SIG’s flagship Daily Racing Form brand as it looks to capitalise on the continued momentum in sports betting and igaming globally. 

Mary Beth Higgins, chief executive officer of Affinity Gaming, and Itay Fisher, chief executive officer of SIG, will continue to lead their respective business units.

“This is an exciting day for our digital, data and betting customers as the combined company will offer an unparalleled online and in-person gaming experience to our ever-growing customer base,” added Fisher. 

“This merger enables Affinity to leverage SIG’s leading technology and digital presence and accelerates its expansion into sports and igaming. We are grateful to have ZCG’s continued vision, support, and operational expertise as we enter into this new chapter.”