Action plan: How Better Collective is slowly taking over the US affiliate landscape
Better Collective’s USA CEO Marc Frank Pedersen talks to EGR North America about the Copenhagen-based firm’s formula for generating success in the US and Canadian affiliate market
New York PostEGR North AmericaEGR North America: In what ways does Better Collective’s strategy in the US differ from its European operations? Are there any similarities?Marc Pedersen (MP):EGR North America: In your opinion, how crucial has the addition of Action Network been to Better Collective’s ongoing US growth?MP:EGR North America: In your experience are US sportsbook operators more or less receptive to the idea of working with affiliates?MP:EGR North America: Several US operators have publicly walked back from spending large amounts of their respective budgets on marketing, particularly in New York where an early promotional blitz has since given way to more disciplined spending. How is this trend affecting you as an affiliate?MP:EGR North America: How would you describe Better Collective’s approach to the Ontario market?MP:EGR North America: A number of operators have described Ontario’s market as being similar to that of a typical US state. Do you agree with this assertion from an affiliate perspective?MP:EGR North America: How is the integration of the Canada Sports Betting business going?MP:EGR North America: How would you typify Better Collective’s approach to M&A in the US market?MP:EGR North America: How would you describe your dealings with sports betting regulators in the US market?MP:EGR North America: Better Collective has partnered with the New York Post since January of this year. In what ways did this aid the group when sports betting was launched in the Empire State?MP:New York PostPostEGR North America: In September, Better Collective instituted a three-year incentive plan aimed at encouraging growth across the Action Network business. Almost a year into the plan, how is that plan proceeding and are you meeting your targets?MP:EGR North America: What are Better Collective’s objectives in the US over the next five to 10 years?MP: