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  • Q&A: Britt Boeskov on leaving Kindred to join Better Collective and why the industry still has work to do on gender equality
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Better Collective strengthened its leadership team in January with the hire of Kindred Group chief experience officer Britt Boeskov as its new SVP of strategy.

Boeskov is a highly respected industry thought leader who has been tasked with driving the future strategy of the Copenhagen-based affiliate and sports media giant.

Below, iGaming NEXT caught up with Boeskov on International Women’s Day 2022 to find out how she is settling into her new role:

iGaming NEXT: What attracted you to join the Better Collective business?

Britt Boeskov: I have followed Better Collective from a distance for some years and I had the opportunity to discuss the development of Better Collective with the two founders, Jesper and Christian. It sounded like a truly exciting journey, and so I made the decision to join them.

iGN: What are your responsibilities at Better Collective and what do you hope to achieve over the long-term?

BB: Overall, I will be overseeing the group strategy process and make sure that we are moving forward in the right direction and to engage the fast-growing organisation in where we’re heading. I will also oversee the responsible gambling area, as that is a crucial foundation to securing the path ahead for both us and for the broader industry.

iGN: How are you planning to adapt to the affiliate sector after such a long time on the operator side?

BB: First of all, by listening and learning. Even though the business is different from that of an operator, there are some similarities; the user is at the centre of any success, and Better Collective is uniquely positioned to educate users so that their experience of gambling becomes more transparent and fair.

iGN: How did you come to the decision to leave Kindred after such a long time? Was there any doubt or fear in doing something different after nearly two decades with the same business?

BB: I have had a fantastic journey with Kindred for 17 years, but this felt like the right time to engage in something new. Of course it is daunting, but also very energising to start somewhere new.

iGN: What is your proudest achievement from your time at Kindred Group?

BB: Building up strong teams of amazing people who are able to run a business that keeps transforming, while keeping the values very much alive.

iGN: What is the growth story for Kindred moving forwards, in your opinion?

BB: It has been a privilege to have been a part of the Kindred success story, but as I have now left, I don’t think I should comment on their future strategies.

iGN: Did you have an existing relationship with the senior management team at Better Collective? What is your early impression of the executive team there?

BB: I have been in the industry for many years and from a distance I have followed the ambitious team from Better Collective. I am most impressed with their vision for creating a global sports media group.

iGN: Is the online gambling industry doing enough to promote diversity and gender equality, in your view? How far has the industry progressed in this area and how far is there still to go?

BB: The recent #BreakTheBias campaign clearly demonstrates that we haven’t progressed far enough. Even if we feel we’re doing the right things and have good intentions, we need to keep an open dialogue with our colleagues about their experience, and constantly strive for more equitable outcomes. It’s worth it, both from a business perspective and on moral grounds.

iGN: Did Better Collective’s strategy for the US play a part in your decision to join the business?

BB: The US is an exciting and very tangible business opportunity, and the sports media space provides rich experiences for users. Who wouldn’t want to work with the kind of growth that exists there?

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