SUPER AFFILIATES ON THE US MARKET
ICE North America partner iGaming Business asks representatives from Catena Media, Better Collective and Gambling.com share their thoughts on the exciting post-PASPA opportunities in the US.
You can read the full article on the iGaming Business website:
Michael Daly, Catena Media
Charles Gillespie, Gambling.com
Jesper Søgaard, Better Collective
WHAT ARE THE CHALLENGES PRESENTED BY THE UNCERTAIN NATURE OF THE STATE-BY-STATE DIGITAL ROLL-OUT IN TERMS OF SCALING THE BUSINESS?
Michael Daly, Catena Media: The US’s history in the gambling space has been of a state-by-state nature so it comes as no surprise to us that the digital roll-out would follow that same pattern. So Catena has structured its organisation not just to prepare for this but to leverage it, allowing us to use a smaller team to manage more markets than if they were to launch simultaneously.
Charles Gillespie, Gambling.com: So far the uncertainty has not been overwhelming. With the help of a few well-placed advisers one can get to the bottom of where US igaming is at today and will most likely be over the coming 12 months. That said, it is tedious, as each state will likely require licenses and the license processes are not harmonised.
Jesper Søgaard, Better Collective: It’s not ideal compared to a federal solution. It means we need to be agile and ready to respond to the changes in the market. All of a sudden new states can come on board and we need to be able to build products for these territories. Right now we’re building products for each state, but we’re also developing a federal solution to cover all markets; it’s a case of being ready to act fast. It’s been quite a slow process in terms of states coming on board, but we’re optimistic that we will get there eventually.
LAST YEAR CHRIS GROVE TOLD OUR SISTER PUBLICATION IGB NORTH AMERICA THAT AN NJSTYLE AFFILIATE LICENSING REGIME WOULD BECOME THE STANDARD. HAS THIS BEEN TRUE OF ALL OF THE MARKETS THAT HAVE REGULATED IN 2018?
MD: Yes. The two states that regulated in 2018, Pennsylvania [actually 2017 for online casino and 2018 for online sports] and West Virginia seem to be following this prediction. Catena is always happy to see such regulations and licensing as it ensures a fair and honest market for consumers and operators alike.
CG: Pennsylvania has adopted a model that’s very similar to what was established for affiliates in New Jersey. I would agree with Chris’s assessment.
JS: It looks like the licensing regimes are here to stay. In New Jersey you need a licence as an affiliate and Pennsylvania is going in the same direction, where affiliates need a lowcost licence to do business. I suspect that we’re going to see the same in the rest of the states coming on board, so it will be a copy and paste of what New Jersey has done.
ICE North America is reaching out to affiliates to provide a new platform to access the US gaming market and learn, network and grow a sustainable strategy moving forward.
Affiliates can register for ICE North America: