iGB-Affiliate-Monitor_OCTOBER-2021 - Page 7

“ I don ’ t think paying up to four figures for each player [ in the US ] is sustainable . The risk / reward for revenue share will become more attractive over time ”
igamingbusiness . com
What ’ s your view ? Tweet @ iGamingBusiness

7

This might be the first indication on what the ownership of Bruin will mean for the company . Ahead of this news , Harding said that Oddschecker had to “ emulate the search authority ” it has in the UK in key US states . With Bruin behind it , this aim “ becomes easier to fulfil .”
“ The capital investment and the network will open doors ,” he adds . “ Other people within the Bruin family of companies have already reached out . Bruin has a cachet in the US ; they are innovative and sports-led .”
But the challenge remains a tough one . “ We were never naive enough to think we might simply replicate our UK success in the US ,” Harding suggests . “ We are making hires , people who understand how to build audiences . It won ’ t fall into our lap in the US .”
THE US PRESSURES
Harding says that like its rivals Better Collective and Catena
“ I don ’ t think paying up to four figures for each player [ in the US ] is sustainable . The risk / reward for revenue share will become more attractive over time ”
GUY HARDING , ODDSCHECKER ”
Media , Oddschecker is finding that CPAs are the “ dominant commercial lever ” in the US but he adds that current levels of customer acquisition spend are unsustainably high . “ I don ’ t think paying up to four figures for each player is sustainable ,” he adds . “ The risk / reward for revenue share will become more attractive over time .”
At that point , Harding believes the punter promiscuity it feeds off – those seeking better odds tend towards having multiple accounts – will see players migrate towards odds comparison , leaving Oddschecker clearly well-placed . “ Odds comparison is hard to do well ,” he says . “ We have spent most of our money on the tech stack . We are more of a technology company than a marketing-based [ one ]. It is fair to say they have done better in the last three or five years . But , by rights , odds comparison should work better in the US .”
Notably , he adds that pricing at present is “ artificially aggressive ,”
October 2021