Digital sports media group Better Collective will participate in BiS SiGMA Americas at the Transamérica Expo Center in São Paulo. After recent success in the North American market, the company is excited to bring the experiences gained in the United States and Canada to South America.
“As a Danish company used to operating in the European market, our success in North America has taught us some really important lessons that we believe will help us in Brazil and Latin America, as well as reinforcing the point that we must also adapt to the differences between cultures, countries, markets and fans”, says Simon Hovmand-Stilling, CEO of Better Collective in South America.
A similarity between the US and Brazilian markets that Simon is keen to highlight is the role that regulation can play in expanding and increasing the quality of the market. “While US gaming laws remain relatively strict, many now see it as just a matter of time before online gambling is fully legalized,” he explained.
“Since May 2018, when a Supreme Court ruling gave states the authority to individually legalize sports betting in the United States on their own terms, more sports fans than ever before have been able to legally bet on the biggest games of the season, while few others states are deciding whether to legalize sports betting around the country”, added Simon, comparing this situation with that of Brazil.
“We are sure that the new Brazilian legislation to be approved this year will have a similar liberating effect, not only for fans and companies in the sector in Brazil, but for Latin America as a whole”, he added.
The company sees the regulation of sports betting, which took place in the US and will take place in Brazil very soon, as a way to ensure a safer, more efficient and fun experience for sports fans.
Simon added: “By regulating sports betting, the government requires stricter levels of transparency and accountability, which means both companies and fans have more protection and an overall much safer and more enjoyable experience.”
However, Simon and his team also want to remain flexible to local differences in culture and business practices. “We are aware that both Brazil and Latin America are very fast-paced markets: often through an exciting experience through various apps, small but frequent stakes, influencers and social media.”
A recent survey showed that 77% of sports bettors in Brazil agree that betting is a form of entertainment, and 72% see it as a way to earn money. The study also revealed that 36% of bettors in Brazil follow sports betting related influencers on social media, while over a third (37%) also use social media to research betting.
“This is a very different scenario than the United States, for example, where many bettors prefer to do things live and in person, and where only one in five sports bettors bet 2-3 times a month or more, and only 5% bet several times a week,” he added.
One of the company’s key strategies has been to form new media partnerships with online and print publications in traditional outlets such as The Daily Telegraph in the UK and The New York Post in the US. So far in Latin America, Better Collective is already collaborating with the Peruvian website Depor, but the company is always on the lookout for new potential partners, also in Brazil.
“Recently, during a Q&A session at Gambling Brasil, our co-founder and CEO highlighted that this country is the biggest market opportunity for Better Collective right now, and I couldn’t agree more,” he concluded.
About Better Collective
Better Collective owns and operates international and local sports media and communities that aim to make sports entertainment sustainable and fun. Through its online media, the group delivers content, data insights, betting tips and educational tools to sports fans across the world.
Headquartered in Copenhagen, Denmark and listed on Nasdaq Stockholm (BETCO), Better’s portfolio includes; Action Network, VegasInsider.com, HLTV.org, FUTBIN.com and betsexpert.com. The group has offices in several countries, including Sweden, the United States, the United Kingdom and Brazil.
