Engaging with our stakeholders 

At Better Collective, our key stakeholders include both internal and external parties who contribute to and benefit from the value we create. Engaging with these stakeholders in a structured and meaningful way is essential to shaping our strategy, ensuring responsible business conduct, and addressing material impacts. Through continuous dialogue, we gather insights that influence employee well-being, responsible marketing practices, safer gambling efforts, regulatory compliance, digital innovation, and sustainability initiatives. Stakeholder engagement is a fundamental part of our strategic decision-making and integral to our daily operations. We assess our stakeholders’ needs, concerns, and expectations to remain agile and responsive to changing market trends, regulatory developments, and user preferences. By fostering open dialogue, we identify our business model’s positive and negative impacts and proactively take action to mitigate risks and maximize opportunities.

ESG Ratings as a reflection of stakeholder expectations

At Better Collective, ESG ratings offer valuable insight into how our sustainability performance is perceived by key stakeholders including investors, partners, and customers. We focus on assessments that align with our most material priorities and are relevant to stakeholder interests. This includes actively monitoring and responding to ESG ratings from platforms such as MSCI, S&P and Sustainalytics, helping us benchmark progress and continuously strengthen our sustainability performance.

Industry collaboration for responsible growth

At Better Collective, we actively collaborate with peers and stakeholders to raise industry standards in user protection, responsible marketing, and sustainable growth. We believe the long-term health of the digital sports media and iGaming sector depends on collective responsibility not individual efforts. To drive this forward:

• In 2019, we co-founded Responsible Affiliates in Gambling (RAiG) alongside Racing Post and Oddschecker. RAiG promotes socially responsible gambling marketing in the UK, with all members subject to independent annual social responsibility audits.
• In 2023, we co-founded the Responsible Gambling Affiliate Association (RGAA) with five major peers. The RGAA advocates for balanced regulation and promotes responsible gambling industry-wide.
• We are active participants in Safer Gambling Week, helping amplify safer gambling awareness across Europe.
• We maintain membership in key national and international organizations

Through these coalitions, we engage in constructive dialogue, policy development, and joint initiatives—ensuring that safer gambling, ethical digital engagement, and transparency remain industry priorities. Our partnerships strengthen our own efforts to mitigate negative impacts and reinforce our role as a responsible digital media leader.