Gentoo Media, provider of Affiliate and Performance

Publicly listed B2B affiliate running more than 150 iGaming comparison portals globally, combining in-house paid media expertise and the Sitebee brand protection tool.

## A decade as GiG Media and a rebrand toward independent company Gentoo Media was born as GiG Media, the media and affiliate division of Gaming Innovation Group, and operated for years as the traffic engine of one of the most recognisable B2B providers in European iGaming. In 2024 the company completed its separation from GiG and rebranded into Gentoo Media, a move that took it to an independent listing under the G2M ticker, an operational headquarters in Saint Julian's in Malta and a workforce of around 340 employees. The name, taken from the Antarctic penguin, keeps a symbolic continuity with the Rebel Penguin legacy of the previous brand without losing the reading of an independent company with its own balance sheet. ## More than 150 comparison and review portals driving qualified traffic The flagship product is a global portfolio of more than 150 casino and sportsbook comparison sites. Those portals attract millions of players a year looking for operator reviews, exclusive bonuses and comparisons, and they deliver that qualified traffic to partner operators under CPA, revenue share or hybrid models. Published figures show partner operator deposits exceeding 200 million euros per quarter, a metric that gives real scale to the volume of players the network connects with regulated houses. For a LatAm operator looking for traffic from Europe or from mature markets, that editorial coverage is hard to replicate organically. ## In-house paid media, SEM, social and CRM Beyond SEO on its own portals, Gentoo runs an in-house paid media team that manages SEM, social ads, display and CRM campaigns for its partner operators. That layer turns the company into something different from a traditional affiliate: it does not just deliver organic traffic from its comparators but designs and executes paid campaigns aligned with each jurisdiction's regulatory requirements. The commercial reading for an operator is that a single provider can cover much of the acquisition funnel without having to set up parallel agencies by channel. ## Sitebee, the brand protection and compliance piece The second product line, operationally separated from the editorial business, is Sitebee (rebrand of GiG Comply in 2025). It is a SaaS brand protection tool that automatically monitors where affiliates are promoting the operator's brand and verifies that the material complies with the agreed regulatory and marketing requirements. In regulated markets such as the United Kingdom, Italy or Brazil under SPA, where an unauthorised promotion can translate into a serious regulatory sanction, that kind of tool stops being optional. For an operator group with active affiliates in several countries, Sitebee is the layer where commercial business intersects with compliance.

Gentoo Media - Technical Sheet
HQ	Saint Julian's, Malta
Country	Malta
City	Saint Julian's
Employees	201-500
Products	Network of more than 150 casino and sportsbook comparison portals, In-house Paid Media (SEM, social, display, CRM), Sitebee (SaaS brand protection), CPA, Revenue Share and hybrid commercial models, Multilingual editorial coverage across Europe, North America and LatAm
Web	https://www.gentoomedia.com