Marc Pedersen reflects on ‘challenging North American market’ following Better Collective departure

Marc Pedersen has looked back on some memorable hurdles and achievements over nearly 18 years at Better Collective with six as North America CEO.  

In his announcement, he shared: “It’s no secret that the North American market proved more challenging than we initially expected. That makes me even prouder of what our team accomplished.” 

The Danish sports media company and gambling industry affiliate expanded across the Atlantic when PASPA was overturned in 2018.  

Immediately following the move, Pedersen took the lead on the M&A strategy: “Organic growth had taken us far,” he reflects, but this marked a new phase for BC. 

The North American arm has since built out its portfolio under his leadership with the acquisition of VegasInsider, RotoGrinders, Action Network and Playmaker among others. 

Good to know: On top of its global sports media and esports empire, Better Collective acquired a majority stake in Mindway AI in 2021, a spin-out of Aarhus University in Denmark that develops AI tools as safer gambling solutions   

Pedersen notes with pride the transformation he oversaw of $260,000 in revenue in 2018 to $100m+ every year since 2022. 

He has worked with Better Collective since 2007, at which point his title was Manager of Scandinavian Markets.  

Pedersen has reported his own departure, which will be formalized after a period of garden leave, while his and the company’s next steps have not yet been announced. 

Rory Calland

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