Sweden-based lead generation operator Leadstar Media is set to extend its footprint in the US betting market with the launch of a new brand.
Earlier this year, the firm unveiled its high-profile betting comparison platform, UnitedGamblers.com, which was one of the first odds comparison sites in the US. And it has now added to its presence in the sports betting market with the debut of BetScanner.com.
And the new site launch underlines the extent to which Leadstar values the growing market in the US. The company already operates in 10 sports betting markets around the world, but it has previously stated that it sees enormous potential in the US. This was confirmed by the CEO of Leadstar, Eskil Kvarnstrom, who also explained the role of the new site:
“The US market is simply huge, making it difficult to compete within all niches with just one site. Betting Scanner offers a more concentrated focus on betting, whereas United Gamblers targets both sports betting and online casino.”
According to Kvarnstrom, the main focus for the new site will be to search through the US sports betting market to obtain the most competitive details on promotions and the best betting sites. It will also offer visitors an overview on the situation regarding the legality of betting on sport in the US.
Since the Supreme Court decision in May 2018, five states have launched their sports betting markets, but another 13 have passed legislation ahead of further regulatory measures, and six are currently debating whether to legislate for sports betting in their territories.
But although the growing market presents opportunities for sports betting companies, Kvarnstrom admitted that there were challenges. Affiliate operators in the US needed to obtain specific licenses from each individual state before they were allowed to operate, and many of the legal betting markets had significant restrictions to be taken into consideration.