Third Planet Affiliates acquires Props.com

(PRESS RELEASE) -- Third Planet Affiliates, owner and operator of iGaming news media publication CasinoReports.com and lottery outfit LotteryGeeks.com, has acquired the player props-focused website Props.com for an undisclosed sum from the Canadian-based FansUnite Entertainment Inc., creating a third prong to its portfolio of digital assets in the gaming space.

“Props.com is a category-defining domain name with significant search traction,” said Third Planet co-founder Cal Spears. “It's a perfect fit for covering both traditional U.S. sports betting and the burgeoning DFS+ space led by Underdog and PrizePicks. Our young company is excited to build Props.com into a daily resource for both bettors and fantasy players.”

Props.com was founded in 2021 under the American Affiliate banner and will help fuel Third Planet’s growth ambitions in 2024 and beyond. The site produces an array of topical articles informing fantasy sports players and sports bettors across major U.S. professional sports leagues.

Third Planet Affiliates was founded in 2024 by industry veterans and longtime collaborators Adam Small and Spears, who first entered the affiliate space with poker forum website PocketFives in 2005. The duo reunited at Third Planet following the sale of assets including fantasy sports community RotoGrinders.com and additional websites to Danish super-affiliate Better Collective.

Third Planet’s mission is “to provide top-quality casino, lottery, and player props news and tools to the U.S.-facing consumer and industry insiders, without putting anything behind a paywall,” said co-founder Adam Small.

The editorial operation is led by Chief Content Officer Brett Smiley, who previously co-founded sports betting trade publication Sports Handle.