Israeli Marketer Plans To List Tradal
Published: Friday, May 27, 2005 Online-Casinos.com
ISRAELI MARKETER PLANS TO LIST
Empire Online subsidiary Tradal market cap could be as high as a billion
The Israeli business publication Haaretz reported this week that another major industry flotation could be on the cards. Apparently Noam Lanir (38) is planning to float Tradal, a subsidiary of Empire Online, which provides marketing to online casinos, on the London market at an estimated $1 billion company valuation.
Lanir is the son of the late Israeli Air Force legend Avi Lanir. Avi Lanir was the most senior captive in the Yom Kippur war that led to his death.
Empire Online is not an Israeli company. Its registration and all operations are conducted outside of Israel.
Lanir entered the field of marketing for Internet gambling back in 1998, with his company Tradal, which is registered in Cyprus. Over the years, the company expanded its scope to marketing for casino games. All its operations were concentrated under the umbrella of Empire Online, which maintains headquarters in Limassol, Cyprus. Lanir himself lives in Israel, but travels each week to London and Limassol.
Tradal recently hired investment bankers Numis as underwriters for the issue. It also appointed Lord Leonard Steinberg as chairman. Lord Steinberg has been in the gambling business since 1955, and built his Stanley Leisure into one of the largest gambling empires in Britain.
The company has 60 employees and handles marketing for some of the world's biggest gambling Web sites as clients, including 888casino.com and Empirepoker.com, bringing in revenues of tens of millions of dollars annually and considered extremely profitable.
Lanir is the company's principal shareholder. He has a number of non-Israeli private partners.
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