Max Bichsel, the Vice President of US Business at Gambling.com, joins ZenSports Co-Founder & CEO, Mark Thomas to talk about how each state is approaching the legalization of sports betting differently, why certain approaches are better for consumers and affiliate marketers than others, and why higher customer acquisition costs (and lifetime values!) in the gaming industry are here to stay. They also discuss how operators attempt to attract the best kind of customers, deter bonus hoppers, and their right to refuse sharp action.