Most affiliates know that entering the US market is a challenging undertaking due to the unique licensing requirements presented by individual states. But beyond securing a licence, what else do they need to consider? By ERIC FRANK

There’s a key line in season three of the West Wing as President Jed Bartlett plays chess with his communications director, Sam Seaborn. “Look at the whole board,” the president says.

Though that episode first aired nearly 20 years ago, the lesson behind that quote sticks with me to this day. At the time, Bartlett was using chess as a metaphor for the importance of strategy in dealing with a complex international military event.

Fortunately, the licensing process for marketing affiliates looking to enter the US sports betting and online gaming market is a little less complex – and has lower stakes. But Bartlett’s lesson still holds true. To read complete news click on the link below: