FansUnite CEO Scott Burton: 2021 A Transformative Year

Written By Katarina Vojvodic on January 1, 2022 - Last Updated on July 1, 2022
Letterboard with numbers 2021 seen through eyeglasses

In his annual letter to shareholders, FansUnite CEO Scott Burton reflected on 2021 and looked toward expansion into new legal betting jurisdictions in 2022.

The last year was prosperous for FansUnite. In the letter, Burton calls it “a transformative year.” 

The company moved on Canadian and U.S. expansion plans, raising over $37 million in growth capital. The firm also acquired American Affiliate, a U.S. pure-play betting affiliate network.

“This year, FansUnite advanced our U.S. and Canadian expansion plans, raised more than C$37 million in growth capital, obtained multiple United Kingdom Gambling Commission licenses, announced key partnerships with leading gambling companies, gaming aggregators and data providers, and most notably, completed the acquisition of American Affiliate,” Burton wrote in the letter.

“As part of the (American Affiliate) acquisition, FansUnite gained Betting Hero, the top US live activation sports betting and online gambling company, delivering tens of thousands of consumers every quarter to a diverse mix of Tier 1 digital brands and brick-and-mortar properties,” Burton continued.

North American Expansion Overview

Over the last 12 months, FansUnite partnered with top-tier operators like BetMGM, DraftKings, FanDuel, PointsBet, Underdog Fantasy and WynnBet.

Furthermore, FansUnite gained 150,000 new depositing customers for legal U.S. operators.

The company was among the first to apply to the Alcohol and Gaming Commission of Ontario (AGCO) to become a registered supplier in the province.

“We also continued to focus our growth efforts on Canada, where the passing of Bill C-218 allowed for single-event sports wagering, altering the entire competitive landscape,” Burton added.

“There is a lucrative, untapped domestic gambling market with a strong appetite for online betting. The recent developments within the Canadian betting marketplace mark an exciting new opportunity for us and resulted in our decision to apply to the Alcohol and Gaming Commission of Ontario to become a fully registered gaming-related supplier in Ontario.”

FansUnite started the legal and compliance process to enter the U.S. market by joining forces with OneComply, a compliance and licensing solutions provider.

Through its subsidiary Askott Entertainment, FansUnite signed an agreement with Gaming Laboratories International (GLI), an independent industry-leading iGaming testing laboratory.

Burton joins CGA’s board of directors

Last month, Scott Burton was named to the Canadian Gaming Association (CGA) board.

“I am honoured to have joined the Canadian Gaming Association as a member of their Board of Directors, where I will provide my full support and assistance to their initiatives in advancing the Canadian sports betting and iGaming industries.”

As Butron shared in the company statement back in November:

“It’s a real privilege to be able to serve on the Board of the Canadian Gaming Association. To have the opportunity to help shape the future of Canadian gaming is an honour. I look forward to working with the CGA to ensure the best experience for sports betting and iGaming operators and consumers.”

FansUnite’s Latest additions 

As the company continues to expand, and through direct hires and the American Affiliate acquisition, FansUnite welcomed the following individuals: 

  • Chris Grove – Chief Executive Officer, American Affiliate
  • Sean Hurley – SVP Strategy, American Affiliate
  • Pearl Gallagher – Chief Legal Officer, American Affiliate
  • Alec Driscoll – SVP Operations, American Affiliate
  • Jai Maw – President, Betting Hero
  • Jeremy Jakary – SVP Strategy, Betting Hero
  • Anna Smith – Head of Compliance, FansUnite
  • Michael Lee – Vice President of Gaming, FansUnite
  • Alex Williamson – Senior Trading Manager, FansUnite
  • Ciaran Lawless – Senior Trading Manager, FansUnite

These industry veterans are to play a vital role in contributing to the growth of FansUnite.

Focus is on strategic B2B partnerships and product initiatives

As Burton explained, the company’s key objectives in 2022 include expanding into newly regulated betting jurisdictions. 

The firm will also deliver B2B technology platforms to more clients and scale B2C platforms. In particular, the company will focus on McBookie and VamosGG “to drive revenue growth, brand awareness, customer acquisition and retention.”

Photo by Shutterstock/Konstantin Aksenov.
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Katarina Vojvodic

Katarina is a Toronto-based online gambling writer who holds a master's degree in journalism. Before joining PlayCanada, she was part of the AskGamblers crew where she reported about the world of online casinos and interviewed numerous iGaming experts. Being in the industry for 5 years, she became an expert in online slots.

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