Danish iGaming affiliate Better Collective has acquired French digital content specialist Pull Media, as it looks to establish a market-leading position in the country.

Better Collective said that the deal will help it establish a leading position in the French affiliate market, as well as in Italy, both of which have been small markets for the company until now.

"Better Collective is really excited to acquire Pull Media and we see it as a great fit for both companies," Better Collective founder and chief executive Jesper Søgaard said. "Pull Media showed some impressive growth in the last few years and now we are looking forward to drive it even further.

"We are certain that with the existing resources and synergies we will be able to effectively grow the whole of Better Collective's network, becoming one of the strongest players in the highly competitive affiliate market."

Pull Media, which operates a network of more than 200 websites, was founded in 2010 and is based in Paris. The network is predominantly focused on sports betting, but also includes poker, games and ecommerce sites.

"Following 7 years of steady growth internationally, Pull Media needed to go to the next level," Pull Media CEO John Samson said.

"With the help of Blueprint Partners we looked for consolidation partners and Better Collective came as the perfect fit for us, notably in terms of working synergies and company cultures. Our team is really excited to share best practices, tools and betting services within the new group."

It is the third acquisition agreed by Better Collective this month, following deals to expand its presence in the UK and German markets. It has acquired UK-focused CasinoLounge.com, its first major deal in the UK, as well as snapping up German brand WettPortal.

The financial terms of the acquisition have not been disclosed.