Swedish lead generation company Leadstar Media has launched its second new brand in the US. BettingScanner.com follows in the footsteps of its flagship sports betting comparison site, UnitedGamblers.com, which was unveiled earlier this year.

The US represents the 11th and latest in a line of markets Leadstar has moved to establish itself in, with the firm citing the ‘huge potential’ that currently exists in the US sector as a factor behind the launch.

“The American market is simply huge, making it difficult to compete within all niches with just one site,” explained CEO Eskil Kvarnström. “Betting Scanner offers a more concentrated focus on betting, whereas United Gamblers targets both sports betting and online casino.”

According to the firm, the primary focus of the new launch is to scour the American market in search of the best betting sites and promotions, while also providing an extensive overview of the current status of legal betting in the different states.

“Even though many states have opened up their gambling laws, there are still challenges  to be faced,” said Kvarnström. “For example, every affiliate will need a specific license for each individual state. Only five states have so far made betting completely legal without any impending restrictions, which is a fundamental prerequisite for our business model to be successful.

“But we are convinced that if we make sure our products strive for the highest standard possible, we will become one of the big players in the industry over time.”