European online gaming affiliates are hoping 2022 will be the year that they crack the U.S. market in a big way.
Online gaming affiliates refer players to online casinos, sportsbooks and other websites, including daily fantasy sports, poker and bingo.
The latest success this year was Gambling.com, a company founded in 2006, which was confirmed to enter the New York online gaming market. It accomplished this through the purchase last year of the U.S-based RotoWire.com, a DFS company founded in 1997.
RotoWire President Peter Schoenke said of the acquisition, “The U.S. is entering a whole new world of sports fandom and combining forces with Gambling.com Group will accelerate RotoWire’s growth. Gambling.com Group’s resources and experience will help RotoWire rapidly advance its sports betting offerings to take full advantage of this new era.”
This marriage has brought Gambling.com’s stock attention by U.S. buyers who like the fact that it is backed by a well-established European company.
A European affiliate that entered the U.S. market early on was Better Collective. Now that more states are joining the sportsbook parade the company expects to take advantage.
Operating in the U.S. is harder than in Europe because generally speaking, European companies do not need to be licensed. Also, navigating the shoals of 50 separate jurisdictions can be tricky—which illustrates why entering the market through an existing U.S. company can be a wise choice.
