Genius Sports enters the affiliate marketing space with controversial Legend acquisition
Genius Sports has completed its acquisition of Legend, publisher of leading gambling affiliate websites Casino.org, Casino Guru and Covers.com.
The acquisition was first announced in February and valued at up to $1.2 billion, comprised of $800 million in cash and $100 million in stock consideration, alongside an earnout of up to $300 million across two years post-closing.
Genius Sports said that the Legend websites generated 320 million visits from 118 million unique visitors in 2025, with more than two-thirds returning on a regular basis.
“Genius Sports has spent years building the data infrastructure behind modern sport. With Legend, we now extend that into the moment where fans choose to participate and act,” said Genius Sports chief executive Mark Locke.
“This combination not only strengthens our core sports business but also expands our ability to monetize new audiences in iGaming, increasing the economic value of our platform across both verticals and driving significant cash flow.”
This sentiment was not shared by investors when the acquisition was first announced, with the company’s shares losing more than a quarter of their value on the news to close at $6.19 per share on February 5.
Genius Sports will provide further information about the Legend acquisition during its upcoming earnings call on May 7.
Shares in Genius Sports Ltd. (NYSE:GENI) closed unchanged at $4.36 per share in New York Thursday.