Third Planet Affiliates takes over Props.com for undisclosed sum

Lea Hogg July 30, 2024

Third Planet Affiliates has acquired Props.com, a player props-focused website. The acquisition, from FansUnite Entertainment, was for an undisclosed sum, marking a new chapter in Third Planet’s growth story. Third Planet Affiliates, since its inception, has been active in acquiring other entities to expand its portfolio. Apart from the recent acquisition of Props.com, the company also acquired several assets, including RotoGrinders, before its formation. However, specific details about other acquisitions made by Third Planet Affiliates are not readily available. Founded in 2024 by industry veterans Adam Small, former CEO of US Bets, and Cal Spears, former CEO of RotoGrinders, Third Planet has quickly made its mark in the industry. The duo, who reunited to form Third Planet following the sale of several assets, including RotoGrinders, to Better Collective, have a clear mission: to provide top-quality casino, lottery, and player props news and tools to the US-facing consumer and industry insiders, without putting anything behind a paywall. Third Planet’s portfolio already includes two other websites in the online gambling affiliate space, CasinoReports.com and LotteryGeeks.com. The addition of Props.com is set to further strengthen its position in the market. Spears, commenting on the acquisition, highlighted the strategic fit of Props.com within Third Planet’s portfolio. He noted the significant search traction of Props.com and its potential for covering both traditional US sports betting and the burgeoning DFS+ space led by Underdog and PrizePicks. The aim is to build Props.com into a daily resource for both bettors and fantasy players.

Dynamic online gambling affiliate space

Props.com was founded in 2021 under American Affiliate, the owner of Betting Hero. The acquisition by Third Planet is expected to fuel its growth ambitions this year and beyond. The website features topical articles aimed at daily fantasy players and sports bettors across major US professional sports leagues.

The editorial operations of Props.com are led by chief content officer Brett Smiley, formerly co-founder and editor-in-chief of SportsHandle. His expertise will undoubtedly contribute to the success of the newly acquired platform. The acquisition not only expands Third Planet’s portfolio but also positions it to better serve the US-facing consumer and industry insiders with quality news and tools. As the industry continues to evolve, such strategic acquisitions will be key to staying competitive and relevant.