What Fable Media Group does

Fable Media Group AB is a Stockholm-based, publicly listed company (Spotlight Stock Market, ticker FABLE) that operates as a holding entity investing in lead generation businesses focused on online sports betting and iGaming. Through its two core operating subsidiaries, Fable Media and Phase One Performance, the company owns and operates a portfolio of affiliate websites that drive referred First Time Depositors (FTDs) to online sportsbook operators, earning performance-based commissions on those deposits. In May 2025 the group expanded into the Brazilian market via the acquisition of Brazilian affiliate websites, extending its geographic footprint beyond its Nordic/European base.

The business model is performance-based affiliate marketing, with revenue mechanics tied directly to player acquisition outcomes rather than flat retainers. No proprietary technology stack is disclosed; the competitive layer is the portfolio of owned web properties, SEO-optimized content, and partner relationships with sportsbook operators, with sequential FTD growth of 58% in Q1 2026 cited as evidence of strengthening partner agreements. The 2025 full-year revenue guidance is SEK 67–77 million (midpoint ~SEK 72 million), with EBITDA guidance of SEK 42–49 million implying ~63–65% EBITDA margins, and the 2026 outlook is SEK 70–85 million in revenue and SEK 45–55 million in Adjusted EBITDA. Operations are lean (1–10 employees) and capital is allocated via a quarterly dividend policy introduced in autumn 2025 (60–80% of net profit).

Capital structure and governance were reshaped in late 2025 and early 2026: in November 2025 the company refinanced its debt via SEK 60 million of new three-year bonds at 9% interest with a 3% guarantee fee, and in March 2026 Scandinavian Investment Group A/S acquired a 10% stake from majority owner Frederik Falbe-Hansen Holding ApS (reducing its stake from ~67% to ~57%), with SIG's CEO joining the Board as advisor. CEO Alexander Pettersson has led the company since June 2018, supported by Head of Operations Carl Magnusson and a board chaired by Stefan Vilhelmsson.

Name

Fable Media Group

Legal name

Fable Media Group AB

Website

https://fablemedia.se

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Fable Media Group AB is a Stockholm-listed holding company that, through its subsidiaries Fable Media and Phase One Performance, owns affiliate websites which refer First Time Depositors to online sportsbook operators and earns performance-based commissions in the sports betting and iGaming verticals.

Ownership category

akta.pro rank

Product category

Affiliate Marketing Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Affiliate, Media Buying & Performance Marketing for Sports Betting (MPAEACAH)

akta.pro secondary industries

Sportsbook Affiliate & Comparison Sites (MPAEAMAA), SEO/Content Publishing Networks for Betting Leads (MPAEAMAG)

Keywords

• Affiliate marketing services
• Lead generation services
• Sports betting marketing
• Performance marketing
• Customer acquisition services

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Affiliate Marketing Commissions: Fable Media Group generates revenue through performance-based affiliate marketing, promoting online sports betting operators and earning commissions for referred customers who make deposits (First Time Depositors). The company operates multiple brands including Fable Media and Phase One Performance, targeting the sports betting and iGaming market.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Fable Media Group invests in and operates lead generation businesses that promote online sports betting operators through affiliate marketing. The group operates through two wholly-owned subsidiaries — Fable Media and Phase One Performance — that drive First Time Depositor (FTD) referrals to sportsbook partners via owned affiliate websites, earning performance-based commissions on referred customers who deposit.

Product overview

Fable Media Group operates as a lead generation investment company with a single integrated platform approach. The company consists of two subsidiaries: Fable Media and Phase One Performance. Both subsidiaries focus on promoting online sports betting operators through performance-based affiliate marketing. The company is listed on Spotlight Stock Market in Stockholm.

Differentiator

Problem solved

Functional benefit

Brands

• Fable Media: Core subsidiary focused on affiliate marketing for sports betting operators
• Phase One Performance

Products and services

• Fable Media

Quantifiable outcome

• 58% sequential FTD growth in Q1 2026
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators11 records

Recent moves7 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks2 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fable-media-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fable Media Group