+1 646 859 5950 [email protected]

OBJECTIVE: 

  • Lead BetDEX’s campaign to become the first fully licensed and regulated sports betting exchange built on a blockchain. Assisted in securing licensing and promoting in Asian and European markets. 

STRATEGY:

  • Prior to announcing regulatory and licensing approval, spend the initial three months developing brand recognition for BetDEX by establishing CEO Varun Sudhakar as a thought leader in the sports gambling space
    • Lean into Varun’s experience at FanDuel as a point of credibility and tap into crypto native publications for the first time
    • Secure media relationships at key sports, crypto, and gambling publications to reach all three core audiences for BetDEX
  • Establish a media presence globally, focusing on geographical footprints where regulation will permit BetDEX wagering
    • Expand outreach into Europe, Asia, Africa, and South America
  • Work with Isle of Man and Republic of Ireland to conduct regulatory decision making and amplify regulation through a coordinated media campaign 
  • Establish a foothold in Asian markets, particularly India and   Singapore to drive user acquisition in the area

OUTCOMES:

  • On November 1, 2022, BetDEX announced that its exchange had become the first fully-licensed sports betting exchange on blockchain. The regulation was provided by Isle of Man under the Online Gambling Regulation Act (OGRA).
    • Coordinated with Isle of Man jurisdiction on press release language and outreach, securing coverage from top targets in regulated regions around the world
  • To amplify the news within the online gaming community, the team secured exclusive interview opportunities for Varun with Yogonet, Gambling News, and EGR to further discuss the ramifications of become the first betting exchange in the space to be fully licensed and regulated. 
  • In the months following, helped BetDEX launch Indian Premier League (IPL) markets on the platform for the first time. As key geographic region for BetDEX, M Group implemented an on-the-ground campaign to secure road show meetings for the CEO over the course of a three week span in India, Singapore, Hong Kong, and other local cities. 
    • While coverage was mostly specific to Indian publications as that is where the IPL audience lives, M Group implemented a larger Asia-focused campaign to expand BetDEX’s footprint based on platform data that identified Asian users as the primary target audience for the exchange.
    • Secured press meetings with Bloomberg, Hindu Business Line, Economic Times, Techstory, Insider Sport and other local publications. 
  • In June, helped secure and amplify BetDEX’s betting license approval in Ireland, aiding expansion into the European region.