GMB – What are the goals of Better Collective at BiS SiGMA at a time when the company is increasingly entering the Brazilian market?
Tomas Vaz de Carvalho – First of all, it was a pleasure to receive the “Affiliate of the Year” award from SiGMA. This is proof that we are expanding more and more. We have a history of 18 or 19 years in this industry and Latin America. As in other regions, we want to be the number 1 group in sending sports traffic to bookmakers. Fortunately, we do this with great compliance and correctly. It is still a new market, but we want to play an important role in the region.
So much so that you chose Brazil and the city of Rio de Janeiro to host LatAm’s unit!
Yes. We launched the office and already have around 15 people, in addition to many new hires in the pipeline. Not to mention that we have just appointed the new director for Brazil, Terence Gargantini, who has extensive experience in the sports media sector. We believe in the entire region and we will not limit ourselves to just the Brazil office.
How has Better Collective's relationship been with the market and with its Latin customers?
It's been really good. It's an adventure, because when we enter a new market we identify that the user never thinks the same way. Not in Europe, Asia or South America. And, here, the user is very passionate and lives the sport effusively. So we have to find new techniques and ways to engage the user. I believe we are doing a good job in this regard.
And at the same time bringing important brand ambassadors to the Better Collective umbrella to expand this engagement!
Exactly. Jairzinho has been our brand ambassador for a long time and one of the great legends of football. Now, we are trying to strengthen world football due to the Women World Cup, which will take place in Australia and New Zealand, and we brought Milene Domingues to represent our brand. Everyone will be able to see her in some of our products and interviews during the Women's World Cup.
Besides Brazil, what is the second best market for Better Collective in Latin America?
In Latin America, we are strategically starting with Brazil, which is the largest market. But we are interested in entering Peru, where regulation is already advanced. Anyway, I ask the whole region to wait a while until we achieve a dominant position in Brazil to continue expansion in Latin America.
A great move for Better Collective, reaching out to a country that is still unregulated. Is the goal to wait for it as soon as possible so to have ‘a clear path'?
Yes. Without a doubt. It is the main focus of the industry and it must remain so. The market is still gray and it is important for us as affiliates to represent the industry well and be correct in the way we advertise in the betting world. All operators must do what they can to drive regulation forward. We have statistical data from Europe and the United States that results in a higher GGR each year after regulation. Culturally it helps the user to feel secure in betting and that is an important factor.
Not to mention that regulation also collaborates with sporting integrity, as bookmakers are the main victims of fraud and match-fixing. Would regulation combat this?
Exactly. It is up to all of us to have a correct attitude towards the market. The industry needs to be healthy and we want to keep the sport as clean as possible. And it's not just bookmakers, but also fans who are hurt by this practice. Betting is entertainment and not as a source of income. We believe this is the best posture for both us and our users.
Source: Exclusive GMB
