GMB - How have you been developing all the marketing work, which is so fundamental to the consistent growth of Better Collective in Brazil?
Mitikazu Lisboa - Marketing is fundamental and even more fundamental in a market as dynamic as ours, we have respectful growth. We have 210 million visits per month and our role is not just to be another player. We want to be the largest sports media group in the world. We have already achieved this leadership in South America and we are working every day to be the home for passionate sports fans in Brazil and South America.
How to get all this engagement to the point of having this number of visits?
The first thing is to have respect and recognition from the audience. We are a company that breathes sport. Our team is passionate about sport and we always seek to take legitimate care of the fan, our visitor, our consumer and especially all the people who engage daily on our various platforms.
To be the home for sports lovers, you have been making more and more investments and Better Collective has just completed the acquisition of Playmaker. What does this mean in terms of growth possibilities for you?
I think the acquisition of Playmaker first shows how much we believe in our thesis, in our history, and the acquisition is a very natural path for us, because that's how we built the company. We are having very impressive results with this, and historically whenever we acquire a company, its assets become better because they are part of our group. So, we achieved better performance, better audience, more professionalism and, again, trying to lead the market as a whole and be a leader, which is how we consider ourselves.
Being a large sports media group, with all these tools, how do you manage to get closer and closer to the sports betting sector?
Of course, we were born in the sports betting sector. It is a sector that is undergoing regulation now and it is inevitable that this sector will grow. After all, it is part of human nature. There's no way you can't say that it's not fun to participate in this and these 210 million people who access us every month and who are passionate sports fans, they bet and it's something that is part of their daily lives. We want this to be done in an increasingly transparent, fun and responsible way. Therefore, we look from the conception of the content to the entire communication and brand strategy that we bring to the market.
What are Better Collective's growth and investment plans for Brazil this year, as we are on the eve of receiving all regulatory orders?
Well, we always said that we wanted to be the leader in sports media in the world. We have already achieved this in South America. So this is a great plan that we had, we have already consolidated and what we want is to continue being a relevant player that not only plays an important role from the point of view of content and entertainment, but also from the point of corporate and institutional view. We will continue to be active, acting as an industry leader, which is how we see ourselves and how the local market increasingly sees us too.
In other words, are you increasingly committed to the Brazilian market?
Totally. We already have our offices with hundreds of people working. They are in São Paulo and Rio de Janeiro and we are present at all the events. All of our brands have a local presence not only in South America, but in Brazil as well. So, everyone can rest assured that they will hear more and more about Better Collective.
Source: GMB Exclusive
