GMB - Better Collective presents itself as a leading sports betting media group with educational platforms for the industry. How exactly do you explain what you do to the market?
Tomás Vaz de Carvalho - Better Collective's vision is to empower players through transparency and technology. In order to realize this vision, BC manages a number of online platforms, each with its own unique product value (whether it be odds comparison, predictions, betting data analysis, etc.) and tries to make sure our users are better informed and equipped when they want to enter the world of sports betting, or even when they decide to bet on their favorite team. For us, transforming sports betting into a fair, transparent and fun activity is fundamental for everything we do.
You have more than 20 brands, from evaluating tips companies for different markets, through platforms focused on news for the areas of eSports and fantasy games, to data analysis services and statistics and news about legislation. How to offer so much information and attract users' interest in this data?
According to my experience over the years at Better Collective, there is one factor that, in my opinion, despite the vast technological advances of recent years, has remained unchanged - “Content is king”. Basically, when a user is interested in a topic, they will look for online content about it and define as their favorite content provider the one with the most relevant and appealing information. With this ideology in mind, BC has consistently invested in high quality talent/recruitment, allowing the best professionals from every area of the sports betting world to be in charge of our sites and create the best content. I think this philosophy is fundamental to creating the best brand in any industry – and as a result attracting the users.
How to reconcile education issues for the iGaming area and responsible gaming with so many gambling sites spreading across the world?
In my view, there is no challenge in reconciling issues of education and responsible gaming in the iGaming area because, for me, the theme of responsible gaming is an integral part of a gambler's education, whether s/he is a beginner or a veteran. In order to make betting a transparent, fair and fun activity among other involves educating users about the fact that there are risks associated with the practice of betting. BC views ganbling as entertainment and therefore responsible gaming as an indispensable theme of our work, and we feel that the iGaming area only stands to gain when industry players share this vision.
If we could summarize the main characteristics of Better Collective, we could say that it is a group focused on affiliate marketing. How do you see the importance of this activity in the iGaming area and how to offer reliable information to the market?
Throughout the years, Better Collective has evolved and grown rapidly, which is why, today, we define ourselves as a sports betting media group. That said, still a vast majority of our revenue arrives from affiliate marketing. As most of us know, there is currently a very large spread of gambling content, mainly from affiliates. Precisely for this reason, it is important for affiliates to be aware that they have a great responsibility in their hands. It is essential to try to offer correct, reliable and educational information to users, as this is the only way we can contribute to a healthier and more sustainable industry, where both we, operators and bettors will win in the long run.
How to attract partners and offer a broad platform like Better Collective?
Not only affiliates but also bookmakers are increasingly aware that offering high quality and transparent content is the key to having a sustainable and successful business that attracts the players. If we keep this premise in mind, I believe we will continue to be an attractive partner for other entities in this industry. We have very strong brands and platforms in key markets that are established as trusted sources for players in the individual countries.
What analysis do you make of the Brazilian market, which is still awaiting regulation of the sports betting law approved in 2018?
Not only for us, but certainly for others as well, the news that the Brazilian betting market will be regulated was positive. It is proven that a well-regulated market allows everyone to benefit from the situation: the Government, operators, affiliates, players, sponsors, among others. I think this will be a very interesting and appealing market for many global stakeholders. However, as mentioned above, it is important to remember that we have a great responsibility to the market and we must make an effort to ensure that it grows in a healthy and sustainable way, especially for players.
What strategy will you adopt after the activity is regulated?
We will continue to strive for transparency and the high quality of content and products we offer. Our ultimate goal will always be the same - to try to make the betting industry fairer, more transparent and more fun for players.
Do you intend to act alone in Brazil or join any affiliated company already consolidated in the country?
We are currently focused on growing step-by-step with the industry. We don't want to make hasty decisions and we believe that the key to any emerging market is to make sensible decisions based on long-term strategic planning and analysis.
Source: Exclusive GMB
