Traffic Lab’s C-suite has completed a management-led majority buyout of the Denmark-based affiliate for an undisclosed fee.
CEO Peter Gunni confirmed the news today, 14 April, as he said a “long-term shared vision has finally come true”.
Gunni became the company’s CEO in June 2024, stepping up to replace founder and long-term boss Sebastian Agerskov.
Gunni had previously served as chief commercial officer and chief marketing officer at the Copenhagen-headquartered firm.
Agerskov founded the affiliate back in 2014. He stepped down to spend more time with his family and focus on new projects.
As per the Danish Central Business Register, Traffic Lab is owned by Lab Group. Lab Group is subsequently owned by CapitaLab.
CapitaLab, as per the register, is majority owned by LabCore, which in turn is majority owned by Gunni.
LabCore’s other three owners are investment and holding entities run by other members of the C-suite.
Those include chief SEO officer Claus Christensen (CHBC Holding) and chief technology officer Oisín Mac Giolla Chuda (Milanico Capital).
CFO David Casado Vazquez, via Dacava Holding, is the other owner of LabCore.
As per the register, Agerskov Holdings still owns a portion of CapitaLab.
The register was last updated on 31 March in regard to the ownership flow of Traffic Lab.
Traffic Lab acquired Swedish affiliate CasinoWings in November 2024 to help expand its footprint across the Nordics and Europe.
Speaking to EGR about the buyout, Gunni said: “In a time when affiliates are under severe pressure and in rough seas. We decided to take charge and sail straight into the storm, together.”
The affiliate sector has been rocked over the past two years via a combination of Google search updates, the rise of AI and a tightening of regulations across the globe.
Zero-click search results delivered by Google’s AI overview and consumers searching directly within LLMs such as ChatGPT have both had impacts.
Regulations in Brazil, where the white market went live on 1 January 2025, also had a huge impact on affiliates, while a lack of US sports betting and igaming state launches during the period has also been an impediment to growth.
The CEO added: “We’ve taken over the majority ownership of Traffic Lab and we’re sharing it.
“I’ve dreamed for a long time of building a company where ownership is shared with the people working in it, and now it has become a reality.
“With full backing from the C-suite Claus, Oisín, David and myself, we’ve successfully executed a management buyout and acquired the majority of Traffic Lab.
“Huge thanks to Sebastian for his hard work and care over the past years.”
The post Traffic Lab management take majority ownership via buyout first appeared on EGR Intel.
Led by CEO Peter Gunni,the leadership team snap up controlling stake in the Danish affiliate against a backdrop of disruption for the sector
The post Traffic Lab management take majority ownership via buyout first appeared on EGR Intel.