Genius Sports has agreed to acquire Legend, the operator behind Casino.org, in a $1.2 billion transaction — the largest deal in iGaming history involving SEO and media assets.
According to sources, Legend employees were informed of the acquisition yesterday morning.
💰 Deal structure
-
$900m payable at closing
- $800m in cash
- $100m in Genius Sports shares
-
Up to $300m in additional earn-out payments
- Paid in equal instalments over two years
- Conditional on future performance targets
Alongside Casino.org, the deal includes multiple smaller but strategically important digital assets within Legend’s portfolio.
📈 Scale and performance
As reported by Next.io, in 2025 Legend’s websites delivered:
- 320 million total visits
- 118 million unique users
- 67%+ returning audience rate
These metrics underline Legend’s dominance in organic acquisition and long-term audience retention — two of the most valuable currencies in modern iGaming marketing.
🧠 Strategic context
In autumn 2025, Legend reportedly acquired Casino.Guru — a move that now appears to have been part of a long-term consolidation strategy. With this acquisition, Genius Sports becomes the owner of the most influential SEO-driven platforms in the global iGaming ecosystem.
+in+$1.2bn+Landmark+Deal){kind=link}
+in+$1.2bn+Landmark+Deal&description=&image=https://igamingfox.com/wp-content/uploads/2026/02/Genius-Sports-Acquires-Legend-1024x683.jpg){kind=link}