Mar 31, 2011, 04:05 ET from and

LONDON, March 31, 2011 /PRNewswire/ -- Today it was announced that a group of investors led by Scott Longley has purchased the popular iGaming news site

The actual terms of the deal are undisclosed. Calvin Ayre would only say the purchase price was "substantial".

The negotiations to purchase the popular gaming-industry news site began in November when Scott Longley, backed by a group of public gaming executives approached Ayre with an offer.

Calvin Ayre initially rebuffed offers in November 2010 and January of 2011 stating, "It's my name, it's my brand and I won't sell it to anyone."

Scott Longley was convinced Ayre had a price and returned to his investors. Late last week Calvin Ayre, Longley and the investors found a number that satisfied all parties.

Longley was rumoured to be interested by the site's steady increase in popularity. The group indicated that the site was reaching the "tipping point" in its rise to prominence within the iGaming community.

Longley and his investors wanted to complete the purchase before the site's official one-year anniversary in May because afterwards, they said "the attention of suitors from non-gaming areas of the media would have pushed the purchase price to an undesirable figure."

Editorial changes are coming with the new ownership group promising to offer a refined voice. Calvin Ayre's trademark 'Ayre Heads' are off the site and there are no plans to replace them as, "they don't belong on a serious news site."

Longley has promised the new readers of "serious online gaming news for serious people working in the business of online gaming."

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