# Gentoo Media

Gentoo Media Inc. (often referred to as Gentoo) is a publicly traded company operating in the iGaming affiliate marketing industry. It manages a network of over 150 websites, directing traffic to licensed online casinos and sports betting operators. The company focuses on lead generation, content marketing, and compliance monitoring in regulated gambling markets.
Formerly known as GiG Media, the company was part of Gaming Innovation Group (GiG) until September 2024, when it became an independent entity.
Gentoo Media is listed on Nasdaq Stockholm (ticker: G2M) and, as of early 2025, is in the process of delisting from Euronext Oslo Børs (ticker: G2MNO), subject to shareholder and regulatory approval.

## History
### 2007-2017: Origins and early development

Gentoo Media's origins trace back to 2007, when Rebel Penguin, an affiliate marketing company, was founded in Copenhagen, Denmark. In 2012, Gaming Innovation Group (GiG) was established, later expanding into affiliate marketing.
In 2015, GiG launched its affiliate division, Innovation Labs, later rebranded as GiG Media. In 2017, GiG acquired Rebel Penguin, integrating it into its affiliate marketing operations.

### 2018-2023: Expansion and business separation

Throughout the late 2010s and early 2020s, GiG Media expanded its portfolio of affiliate websites, focusing on digital marketing and compliance tools for the iGaming industry.
In 2023, GiG separated its affiliate marketing and platform divisions into two independent publicly listed companies. The separation was aimed at establishing distinct business structures for each entity.

### 2024-present: Formation of Gentoo Media

In September 2024, GiG Media was officially rebranded as Gentoo Media, following its spin-off from GiG Platform & Sportsbook.
In 2023 and 2024, Gentoo Media acquired several iGaming-related websites and businesses, including AskGamblers, KaFeRocks, Time2Play, Casinomeister and Titan Inc.
In the fourth quarter of 2024, Gentoo Media reported €35.9 million in revenue, reflecting a 38% increase compared to the same quarter in 2023.
On January 30, 2025, Gentoo Media announced plans to delist from Euronext Oslo Børs while maintaining its listing on Nasdaq Stockholm. The company cited a shift in investor focus from Norway to Sweden and limited trading liquidity on the Oslo exchange as key reasons for the decision. The delisting remains subject to shareholder approval at a special meeting in March 2025, followed by regulatory approval from Euronext Oslo Børs. If approved, the delisting is expected to take effect by the end of the second quarter of 2025.

## Business model and operations

Gentoo Media operates as an affiliate marketing company, directing traffic from its websites to online gambling operators. The company’s primary activities include:
* Lead generation: Connecting players with online gambling platforms.
* Content and SEO marketing: Managing a portfolio of over 150 websites that provide reviews, betting guides, and industry insights.
* Compliance monitoring: Utilising Sitebee (formerly GiG Comply), a software designed to track marketing compliance across regulated markets.
Gentoo Media’s digital marketing efforts span multiple channels, including search engines, social media platforms, and email marketing.