Global TV Experts Launches U.S. Division with Peter Sengenberger as Managing Partner

Global TV Experts has officially launched its U.S. division, Global TV Experts USA, which will operate from Utah under the direction of Peter Sengenberger as managing partner, the company announced on September 2, 2026. The U.S. digital advertising landscape is marked by rising costs and a dominance of platforms like Meta, Google, and TikTok; in response, the company expects to reposition both connected television (CTV) and linear television in the advertising strategy for operators in prediction markets, social casino, iGaming, and sports betting.

Launch of Global TV Experts USA: Purpose and Goals

The opening of Global TV Experts USA responds to the opportunity to address the largest advertising market in the world, with an emphasis on the iGaming and sports betting sector. Utah will serve as a hub, allowing the company to cater to both the national segment and international clients seeking scale and penetration in the U.S. Global TV Experts positions both connected and traditional television as a differential medium in an industry saturated by high costs and the over-saturation of digital performance channels.

“This is an extraordinary time to build in U.S. media. CTV and linear television are moving fast: more supply, better inventory, and metrics that finally allow us to see the real performance of advertising investment.” —Peter Sengenberger, Managing Partner

The new subsidiary will handle planning and execution of campaigns integrating CTV, linear television, radio, and podcasts, proposing a demand-generation approach compared to the traditional digital performance model.

Why Television and Audio Are Considered Alternatives for iGaming

Ben Wilcockson, founder of Global TV Experts, emphasized that the United States represents “the largest television and CTV market globally,” aggregating billions of dollars in annual investment through platforms like Amazon Prime and linear networks. The company claims that its sector specialization positions its iGaming clients to leverage this traditionally underutilized space, as opposed to the increasingly less profitable and less transparent auction of social paid and digital search.

“By leveraging this often-overlooked medium, brands can stand out and achieve growth outside the increasingly costly and less measurable auctions of social and search. We are excited about the potential of this space for the sector.” —Ben Wilcockson, Founder

With resorting to radio and podcasts, the proposal extends beyond the traditional audiovisual spectrum, seeking to diversify reach channels and reduce dependence on algorithms and limited segmentations of digital giants.

New Leadership: Sengenberger's Background and Market Expectations

Peter Sengenberger takes over as managing partner of the U.S. subsidiary, bringing experience in media and advertising technology. His onboarding, according to the company, will facilitate the entry of global operators seeking to scale campaigns in the U.S. market, characterized by its size and dynamism. Sengenberger highlights the arrival of advanced measurement capabilities as an argument for migrating investment away from traditional digital performance.

Global TV Experts aims to provide both local and international operators with a platform that combines the scale of U.S. television with more transparent inventory and data, especially in historically prohibited or restricted verticals in social channels, such as iGaming and betting.

Prospects and Next Steps for Global TV Experts in the U.S.

The U.S. subsidiary will develop strategies for brands in prediction markets, social casino, iGaming, and sports betting, working on both demand-creation campaigns and segmentation by channels and time slots. The company claims that the combination of CTV, linear TV, radio, and podcast will be central, shifting spending away from saturated auction markets and opting to position brands in traditional media backed by new audience and return metrics.

The team intends to act as an intermediary between industry advertisers and television and radio inventory providers, supported by in-house knowledge acquired internationally. The main challenge will be to demonstrate, with data, that the shift to television and audio offers measurable returns and long-term competitive advantages for the iGaming industry in the face of the prevailing digital oversaturation.