Playtech Founder Teddy Sagi Acquires Ad Tech Startup VisualDNA
Teddy Sagi
Teddy Sagi acquires ad tech startup VisualDNA, marking a strategic expansion beyond his gambling software empire. The Israeli billionaire and Playtech founder completed the acquisition of the London-based data science platform for an undisclosed sum, adding the company to his growing business portfolio. VisualDNA, formerly known as Imagini, had raised $28.6 million in funding and specializes in helping advertisers target their campaigns more effectively through data management solutions. Teddy Sagi, who founded Playtech in 1999, has an estimated net worth of $3.5 billion and still owns a third of the gambling software company, which currently maintains a market cap of £2.4 billion ($3.7 billion). The acquisition brings VisualDNA’s data science capabilities under the Teddy Sagi Group umbrella, alongside his various technology and real estate investments.
Teddy Sagi Acquires VisualDNA for Undisclosed Sum
The transaction terms remain undisclosed, with neither party revealing the financial details of the deal. VisualDNA operates as a data science and data management platform that helps advertisers target their campaigns more effectively. The company collects information from personality quizzes and other online products, then applies psychological analysis to help advertisers understand their audiences from a psychological viewpoint.
Founded in 2006 by Alex Willcock, the company originally operated under the name Imagini before rebranding to VisualDNA. Prior to the acquisition, VisualDNA had raised GBP 22.71 million in funding. The startup uses patented technology to convert data from millions of opt-in personality quizzes into audience profiles, with quizzes created by a team of psychologists, statisticians, designers, and engineers using psychological research and applied mathematics.
The platform serves major clients across multiple verticals including retail, finance, travel, entertainment, automotive, and technology. VisualDNA works with leading media agencies such as Omnicom Media Group, Dentsu Aegis Network, and GroupM, while integrating with technology platforms including Appnexus, Adobe, and Google. The company will now operate as part of the Teddy Sagi Group.
VisualDNA Joins Teddy Sagi’s Growing Portfolio
The acquisition positions VisualDNA alongside several recent additions to the Teddy Sagi Group portfolio. The ad tech startup joins mobile customer relationship management company Adience, e-commerce marketing company StuccoMedia, and big data analyzer Crossrider. Teddy Sagi acquired Crossrider in 2012 and later renamed it to Kape Technologies in 2018.
Teddy Sagi’s business interests extend beyond technology acquisitions. In March 2014, he spent 400 million pounds to acquire London’s Camden Market. He continued expanding his Camden holdings, purchasing Camden Lock Market for up to GBP 114.91 million. The property investments represent a strategic shift from his technology roots.
SafeCharge stands as another significant holding in his portfolio. The payment processing company, which Teddy Sagi controlled with 68% ownership, traded on London’s AIM with a market cap of £385 million. In 2019, Nuvei Corporation acquired SafeCharge and paid GBP 706.01 million in cash.
KAPE Technologies PLC, a London-listed cybersecurity company, remains under his control as a controlling shareholder. In 2015, Teddy Sagi acquired start-up company Stucco Media for GBP 34.15 million through Market Tech. He also purchased German advertising start-up Glispa for €32 million the same year.
Leadership Transition Follows the Acquisition
Alex Willcock departed VisualDNA following the completion of Teddy Sagi’s acquisition. Willcock had served as both founder and CEO of the company since establishing it in 2006 under its original name, Imagini. His exit marked a significant leadership shift for the data science platform as it transitioned under new ownership.
Jim Purves assumed the CEO position after Willock’s departure. Purves brought internal experience to the role, having previously served as VisualDNA’s Chief Operating Officer. The promotion of an existing executive suggested continuity in operations despite the ownership change.
The leadership transition occurred at a time when VisualDNA had established itself in the ad tech sector with notable client relationships and technology partnerships. The company had built its reputation on psychological profiling technology and data management capabilities that served major advertisers and media agencies.
Purves faced the task of steering the company under the Teddy Sagi Group umbrella while maintaining its market position. The internal promotion approach differed from bringing in external leadership, potentially preserving institutional knowledge and existing client relationships during the ownership transition period.
