Jesper Søgaard: "It is important to stay transparent and compliant from the very beginning"

Ahead of Betting on Football 2019, Better Collective CEO Jesper Søgaard caught up with event host SBC for an exclusive preview interview. Søgaard is set to speak on the ‘Affiliate CEO Panel’ on the opening day of the conference, alongside EasyOdds’ David da Silva, Clever Advertising’s Marcos Oliveira and Gambling.com’s Gavin Walters, with Affiverse’s own Lee-Ann Johnstone acting as moderator.
The primary conversation topic will be ‘creating a sustainable affiliate model’, something Søgaard insists comes down to finding a niche. “Find your niche where you have the passion and know-how, and then own that niche,” he explained.
“It is important to focus on a unique aspect of the industry and become masters of what you do. Having a clear focus from the beginning helps you manage through changes in this dynamic industry.     
Unsurprisingly, transparency and compliance are also fundamental tenets when it comes to establishing a foothold in an industry that is subject to constant upheaval. “Prioritise legal matters, and make sure you are constantly updated on the playing field you operate in,” Søgaard suggests.
“We do not see regulation as a threat – we actually welcome regulation. We prefer operating in regulated markets as these ensure stability, both financially and in minimising risk. We are convinced that if you want to win in the long run, a stable market is a key element to be successful.    
“At BC, we have built a strong internal legal team, as well as strong internal processes, which ensure that we are updated on new regulation. We are in constant dialogue with regulators and operators in the markets to make sure we are heard and aware of what’s going. This way, we are ready for when regulation changes or evolves.”  
Moving forward, it’s somewhat unsurprising to hear that the firm has its sights focused firmly on the emergent US market. “We have a strong focus on expanding our US operation,” he agreed. “We want to establish a US based presence, and our ambition is to get feet on the ground in the market. Alongside that, our M&A strategy is still continuing on a global scale.
“We look very much forward to participating in Betting on Football, which always provides a great opportunity for the industry to meet and share updates and discuss the future of the igaming world. It’s always a pleasure to meet colleagues in the industry and I am sure we’re in for some very interesting days at Stamford Bridge.”  
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