Bill Pascrell III joins Danish marketing start-up as it eyes US entry
Pascrell takes on president role as start-up seeks to enter North American markets with customer engagement tools
Customer engagement specialists A Game Above has appointed industry veteran Bill Pascrell III as president as it looks to enter North America.
Pascrell will be tasked with bringing in US clients and introduce the conversion and retention specialists to the market.
Pascrell was heavily involved in New Jersey’s efforts to have PASPA repealed and to launch sports betting in the state.
He is also part of ongoing betting and gaming regulatory movements across the States as a strategic advisor and government lobbyist.
A Game Above COO Jakob Famme said: “As the individual who led the precedent-creating campaign to legalise sports betting in New Jersey – a model that is now followed across the USA – his network, knowledge and know-how is unparalleled in the industry.
“We’re honoured to have him introduce A Game Above to North America, especially given the need to constantly convert and retain customers across the hybrid online and brick & mortar distribution channels,” Famme said.
Pascrell said: “North American customers will be captivated by these unique and creative promotions that focus on the emotions and feelings behind why players bet and gamble.”
The firm is based in Denmark and is led by CEO and former MD for European gaming operator Betsson Group, Steen Madsen.
Former Betsson and PokerStars marketing executive Ismail Vali is also on the team, leading product development and marketing for the start-up.