Stop us if you’ve heard this one before, but UK-listed online gambling operator GVC Holdings is upping its bid (again) to acquire rival Bwin.party digital entertainment.

On Wednesday, the Times reported that GVC and its Cerberus Capital Management backers were preparing to submit a new 130p per share offer for Bwin.party, for a total cash-and-shares consideration of around £1.1b. That’s nearly £100m more than GVC’s most recent bid earlier this month of £1.03b, which was itself marginally higher than GVC’s previous £1b bid.

The Times reported that Bwin.party’s board would meet Thursday to consider whether to accept GVC’s latest bid. The improved offer is still below the 140p per share price that Bwin.party board member Jason Ader suggested would be necessary for GVC to prevail, but who’s to say GVC can’t find another £100m or so under the sofa cushions if it looks hard enough.

Should Bwin.party’s board decide it likes the color of GVC’s money, the board is expected to allow rival bidder 888 Holdings – who believed they’d already sealed the deal with their £898m bid in July – a window of opportunity to make a counter-offer.