Q&A: BetVictor CEO on giant German media deals and the challenges of navigating the market

After several false starts, the race to become the number one regulated sports betting operator in Germany is hotting up, with operators including GVC, bet365 and Tipico hoping to propel themselves to the front of the new market when it goes live. But with any good race, it’s never merely about getting to the front of the pack, it’s about sustaining a charge and using your advantages to power to victory.

One strategy which helped international betting operators in the US quickly gain market share is by inking deals with established US media broadcasters. Keen to replicate this approach going into the new-look German market, Gibraltar-headquartered BetVictor recently sealed a significant media partnership with Germany’s most popular tabloid newspaper, Bild, which will see the two collaborate on the development of a new BildBet sports betting brand.

EGR caught up with BetVictor CEO Andreas Meinrad to discuss the operator’s journey towards launching in Germany, as well as his expectations for the market.

EGR Intel: What advantages does working with a widely recognised German media brand like Bild bring to the table?

Andreas Meinrad (AM): It brings many advantages to the table but first and foremost, it builds trust. Bild is the top-selling newspaper in Germany, the most-read newspaper in Europe, and arguably one of the most iconic newspapers in the world. It’s an established media outlet that’s highly regarded for its sports journalism, particularly football, so it’s already intrinsically linked to sports betting – they write about our passion every day.

With that trust comes considerable scale. It’s read, on average, by 40 million people in Germany every month, and that broad appeal means it’s perfectly positioned to attract the type of recreational customer we’re targeting.

EGR Intel: How long have you been in discussions with them over a potential agreement?

AM: We can’t share any specific dates but discussions were ongoing for some time. It was a comprehensive process to ensure we could each deliver on our shared ambitions and meet the new regulatory requirements of the German market. As with all strategic marketing agreements of this nature and size, we have been very thorough.

EGR Intel: Is it a B2B or B2C partnership? If B2C, why are you choosing to go with the BildBet brand ahead of BetVictor?

AM: BetVictor has obtained the licence from Bild as part of a strategic brand cooperation, offering online sports betting in the newly regulated German market, under the new brand BildBet. We have exciting plans for BildBet in Germany. The collaboration is the beginning of a long-term licensing agreement that gives us the responsibility of running the brand.

EGR Intel: Will the technology to develop this new platform be externally supplied or developed in-house?

AM: Our flexible and scalable proprietary technology, developed in-house, has been a proven success multiple times in other markets we operate where we have similar brand licensing agreements, most recently with Parimatch in the UK.

EGR Intel: How do you plan to implement the new German sports betting limits?

AM: Implementation is already underway. We welcome the new German sports betting regulations as they help protect the recreational players who we believe will enjoy our product most. We’re particularly optimistic and excited to implement our new affordability tool, which adds an extra layer of safety by preventing customers from spending beyond their means. This goes above and beyond what the regulations currently require in terms of monitoring and enforcing customer spending limits.

EGR Intel: Have you received any feedback from the German authorities on your implementation plan? Were any revisions necessary?

AM: We submitted our implementation plan on 23 October, as required by the regulator. We have yet to receive their feedback but we’re looking forward to it and we plan to launch in December.

EGR Intel: What are your expectations for the potential German sports betting market once realised?

AM: We believe the German betting market is a major opportunity. Market intelligence identified Germany as the second biggest gambling market in Europe after the UK. The new regulatory requirements could lead to a reshuffle of the competitive landscape in Germany, which has traditionally been dominated by few major players. The industry needs to adapt to these changes in regulation, whereas we’re entering the market with a product that’s fit for purpose with little disruption. This puts us in a strong position for launch and we believe BildBet will be regarded as a major player in the German sports betting market very quickly.

EGR Intel: Does the business plan to expand its German operations to online casino gaming? If yes, when?

AM: Eventually yes, within the confines of the regulatory requirements. Right now, we’re focused on delivering a first-class and immersive sports betting experience.