## Waterhouse Venture Capital: Evaluating Markets – Promotion & Partnering – iGB
In a recent piece, Tom Waterhouse of Waterhouse Venture Capital investigated the possibilities for partners in newly regulated areas, particularly in the digital currency betting sector.
**Home > Promotion & Partnering > Waterhouse Venture Capital: Evaluating Markets**
**Waterhouse Venture Capital: Evaluating Markets**
As we have previously discussed (for example, July 2022), gambling partners primarily earn income by guiding bettors to bookmakers.
The main income models used are revenue sharing and cost per acquisition (CPA). Gambling partners have various methods to drive traffic to bookmakers. These methods include creating sports-focused media content or comparing odds and promotions across different bookmakers.
Oddschecker is one of the most well-known bookmaker comparison websites. The platform contrasts odds and promotions from over 25 UK bookmakers, while also offering betting advice and insights.
**New Markets**
Partners like Oddschecker are particularly thriving in new markets, such as the US, as operators intensely compete for customers. Both large and small companies are spending up to $1,000 to acquire a single customer. This utilizes all available marketing channels, including affiliate marketing.
The two largest gambling operators in the US spend over $1 billion on marketing.
Many partners have already recognized the potential of the US market.
As a result, their focus is on organic growth and mergers and acquisitions in the area.
In May of 2021, Better Collective finalized the $240 million purchase of The Action Network. The Action Network provides odds comparisons, a variety of podcasts, and other forms of media content.
In July of 2021, Bruin Capital acquired Oddschecker from Flutter for a potential total price of $218 million ($190 million upfront, plus deferred consideration). Through this acquisition, Bruin aims to enhance Oddschecker’s services while supporting its entry into the profitable US market.
“There is a strong connection between Oddschecker’s growth in the UK and its prospects in the US, a market that is highly fragmented, and discovery and customer acquisition expertise will be highly sought after,” stated George Pyne, founder of Bruin Capital.
Moreover, in November of 2021, FansUnite acquired American Affiliate, a network of US affiliate websites, for $58.2 million (representing 9.7 times EBITDA). At the time of the acquisition, American Affiliate had generated 150,000 new depositing customers for US betting operators. This included DraftKings, FanDuel, and BetMGM.
**Explore Cryptocurrency Odds**
While the US and other newly regulated markets present exciting opportunities for affiliates, we are particularly enthusiastic about the prospects for affiliates that concentrate on driving bettors to cryptocurrency betting operators.
We last reported on the broader opportunities for cryptocurrency betting in May.
Based on information from GlobeNewswire, the worldwide online wagering market produced roughly $58.2 billion in income in 2021 and is anticipated to reach $145.6 billion by 2030.
We anticipate that the industry’s future expansion will be primarily driven by the increase in cryptocurrency gambling.
Similar to the American market, numerous cryptocurrency gambling operators are currently competing for market share. As a result, affiliate firms are receiving substantial benefits for providing cryptocurrency operators with depositing users. Affiliate companies provide revenue shares as high as 50%.
We believe there is considerable potential for comparison websites that specifically target cryptocurrency operators. This unexplored area will continue to be appealing as the cryptocurrency gambling industry matures.
Given that OddsChecker was sold for $218 million, and 97% of its revenue came from the United Kingdom, an odds comparison website operating in the larger cryptocurrency gambling space would be a tremendous opportunity.
Furthermore, unlike cryptocurrency operators themselves, affiliate firms are typically valued at higher revenue multiples. For instance, Better Collective currently trades at 12.5x EBITDA.
Betscanner
Betscanner’s primary service will be comparing sports betting odds offered by cryptocurrency gambling companies.
The data needed for odds comparison will be obtained through data scraping or direct partnerships with gambling companies.
The primary emphasis will be on simplifying the process of comparing odds in real-time, enhancing the user experience, and providing support for esports.
The enterprise will generate revenue by charging operators monthly fees. This will draw in new customers and maintain the satisfaction of existing users by increasing their visibility within the market. We will utilize strategies such as search engine optimization, Google Ads, influencer marketing, social media campaigns, and special sign-up incentives to spread the word.
Betscanner is merely one of numerous exciting ventures that Waterhouse VC is involved in.
**Crucial Note**
Kindly bear in mind that the information pertaining to OddsChecker, FanDuel, DraftKings, Better Collective, The Action Network, Bruin Capital, Flutter, FansUnite, American Affiliate, and BetMGM is derived from publicly accessible data about these organizations. It does not constitute financial counsel. The information concerning Betscanner is based on the company’s statements to us and likewise does not constitute financial advice. Waterhouse VC possesses an option trade and a partnership with Betscanner. This document is solely for general informational purposes and should not be interpreted as investment guidance. It is advisable to consult with a qualified financial advisor who can provide personalized recommendations.
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Waterhouse VC is an Australian investment vehicle accessible to global investors with a minimum investment of $1 million AUD or the equivalent in other currencies. This document was compiled by Waterhouse VC Pty Ltd, the trustee of the Waterhouse VC Fund.
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