Problem: The online betting industry has erased the importance of national borders and opened up the world, which has lead to a more diversified perspective of the company. In this master thesis we wanted to broaden and develop the topic of corporate valuation with regard to the on-line gambling industry. In order to do that, a case study of the on-line betting firm Unibet and its core betting activities has been carried out.

Purpose: The study aims to identify factors in the strategic, SWOT and financial analysis that will be used in the cash flow valuation model in order to derive the company value.

Method: A case study has been chosen to collect empirical data to our study.

Conclusion: A cash flow valuation in different scenarios was carried out. With the assumptions made in the “probable” scenario a value of approximately GBP 85 million was reached, which was significantly lower than the listed value. This is mainly due to the fact that we believe that the increased competition will make it difficult for Unibet to maintain its strong growth in sales in the future. The assumptions have been based on the information gained from the strategic analysis, the SWOT analysis and the development in financial ratios.