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Shona is the head of strategic events for Better Collective, a leading digital sports media group. Since joining she has created the Better Collective Bookmaker Awards, a series based on data to help consumers find the best bookie for them. She is also responsible for the group’s brand at events globally. With over 15 years of experience in the igaming sector, much of that focused on the affiliate market, Shona has been responsible for the creation and development of some of the industry’s biggest events, including iGB L!VE!, LAC, Sports Betting USA and ICE London.