Research And Consulting Firms H2, PPAG Join Forces For US Sports Betting Market

Written By Steve Ruddock on June 14, 2019 - Last Updated on January 13, 2023

Partnership announcements are nothing new in the era of legal sports betting, but the latest announcement is a bit different.

H2 Gambling Capital (H2) and Princeton Public Affairs Group, Inc. (PPAG) have announced a strategic alliance that will see the two firms, “support and promote each company’s unique and leading-edge professional services.”

The partnership will be officially announced on June 15, the eve of the SIGMA Roadshow and the All American Sports Betting Summit.

How the two firms mesh together

H2 is a market research and consulting firm that collects and analyses information from thousands of sources to track both the online and land-based gambling markets across the globe.

Read our Play USA interview with H2’s David Henwood regarding the US sports betting market.

PPAG is a US consulting firm headed by Bill Pascrell III (affectionately known as BP3). Pascrell and PPAG were instrumental in bringing legal online gambling and sports betting to New Jersey.

According to the press release, the partnership will work as follows:

“H2 will concomitantly support and promote BP3 and PPAG in jurisdictions where their globally recognized services can make a difference supporting various operators, suppliers, affiliates and other market service companies entry into new markets for licensing, regulatory and legal affairs, corporate compliance and related matters.

“The powerful and important global strategic alliance will see Pascrell promote H2’s services in the US – particularly its work on ‘deeper dive’ projects such as new state market entry; online/mobile strategy development; operator benchmarking; state regulation/policy formulation; economic/tax impact assessment; responsible gambling programmes; partnering/JV, and third party financial investment.”

What they’re saying about this gambling partnership

Simon Holliday, the founder at H2 Gambling Capital, said: “H2 is dedicated to providing the best independent data and market intelligence in the sector and particularly within the US. Since PASPA, our clear preference has been to align with respected US partners in the same way we are seeing the leading UK/European operators forming JVs with the major US multi-state gaming companies. The upside of us combining PPAG and BP3’s skillsets with H2’s we believe will be a strong play.”

PPAG’s Pascrell III said, “H2 Gambling Capital is a strong, unique and powerful differentiator in the global gaming market. We are proud to be affiliated with them. Simon and his partner, David Henwood are the best in class. No one else can compete with their in-depth research and data analytical skills. They are the market leader in carefully analyzing the data in the US sports betting and online gaming industry, which is critical to businesses in the market.”

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Steve Ruddock

Steve Ruddock is an avid poker player and a veteran member of the gaming media. His primary focus is on the regulated US online casino and poker markets. He writes for numerous online and print publications, including,, and USA Today.

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