Betting Hero adds Scott Miller to executive team
The appointment was said to align with Betting Hero’s recent efforts to redefine new-user acquisition, product research and marketing services in the gambling space.
Key Points
- Miller most recently served with Better Collective, having led affiliate efforts for the company’s North American activity for nearly eight years
- He also joined Action Network four years prior to its $240m acquisition by Better Collective, notable for Betting Hero which was recently sold to Hero Group for $37.5m
Former Better Collective COO Scott Miller has officially joined the executive team of Betting Hero, which was sold to GeoComply entity Hero Group during August 2024 by FansUnite for a reported price of $37.5m.
“Following review of the transaction by the Special Committee, in consultation with our financial and legal advisors, we believe that this transaction represents the best available path forward for the company, its shareholders and other stakeholders,” FansUnite Board of Directors member and Special Committee Chair Quinton Singleton said at the time of sale.
“The distribution will provide immediate liquidity to the shareholders and the Special Committee is unanimous in its belief that the transaction is in the best interests of the company and the shareholders.”
Miller has spent the previous eight years leading affiliate efforts for Better Collective’s North American activity, including The Action Network.
Having joined Action Network four years prior to its $240m acquisition by Better Collective during 2021, Miller should be an important factor in helping Betting Hero transition following its deal with GeoComply.
Good to know: Betting Hero and NASCAR announced a collaboration research project during May 2024, focused specifically on consumer betting tendencies in the state of North Carolina
“So much of business comes down to people you choose to partner with. Will they challenge you? Drive you? Do they treat the team the right way? Think about culture the right way? Are they thoughtful? Competitive? Willing to do whatever it takes?” Miller said on social media regarding his appointment.
“These things matter — at least they do to me. What I found in that meeting is that they matter to Jai, Jeremy and Cassie, too. So everything about my decision to join Betting Hero, starting tomorrow, as a member of the executive team starts from that.”
The appointment was said to align with Betting Hero’s recent efforts to redefine new-user acquisition, product research and marketing services throughout the gambling space, as it heads into its “next phase of growth” in 2025.
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