SBC News Voice of the Sports Betting Industry
As the hugely successful and deeply engaging SBC Digital Summit drew to a close, Jesper Sogaard, CEO & Co-founder of Better Collective, sat down with SBC Managing Director Andrew McCarron to discuss what the future landscape looks like for affiliates.
He emphasised that when it comes to gaining the trust of the public, establishing and abiding by a regulatory climate is increasingly important.
He stated: “We all know responsible gambling is really high on the agenda right now in all societies. There has been a trend, especially in Europe, that within the igaming world we’ve been aggressive in how we have been marketing our products, there’s fierce competition so it’s natural.
“But, societies are fed up with the amount of advertising, which will pose a threat to our overall industry and that brings me back to responsible gambling, because ultimately it is what we as an industry need to make sure we have under control.”
Sogaard also revealed how Better Collective has sought to navigate through the COVID-19 crisis, revealing that it has taken a universal approach as a company.
He said: “We were fairly quick to make the decision that we wanted everyone to work from home, obviously listening to the guidelines in each country, which have been very different. We have a setup across our network where it was fairly easy to execute.
“I’m quite impressed by how well it has gone, people are coping extremely well, as most people have experienced you can accomplish a lot by virtual conferencing.”
Operationally, he went on to detail that the lack of sports is what has had the biggest impact on their business, detailing that they have placed a heightened focus on esports and have benefited from timely acquisitions of businesses in the sector.
Sogaard affirmed his belief that punters that have moved over to esports in the absence of live sport will remain engaged in the sport even after the resumption of mainstream sports.
