Onboarding and learning

New employees, including those welcomed from acquired companies, are introduced to Better Collective and our policies through an extensive onboarding program.

We conduct biannual development dialogues between manager and employee to discuss performance and further development for each individual employee.

Measuring work culture

We conduct an annual workplace survey to indicate the health and efficiency of work environment and the engagement motivation of our employees.

Health and safety

We give priority to health and safety at work in compliance with the regulations and standards in the countries in which we operate.

We run local health and safety initiatives to assess health and safety risks and to generate preventive solutions. 

Diversity, equity and inclusion

We aim to level the playing field through gender awareness in recruitment and retention, equal pay, and equal access to training while upholding a zero -tolerance policy against harassment at the workplace.

Our Diversity, Equity, and Inclusion (DEI) board involves our employees through employee resource groups in these efforts.

Gender distribution

To acknowledge the challenge of being part of a male dominated industry and to further the positive development of SDG 5, diversity and inclusion initiatives are high on our agenda.

Our initiatives include awareness of possible bias in our recruitment processes with e.g. training for hiring managers, job ad terminology, and screening. 

Further gender equality

We have joined the All -In Diversity Project which is an industry-driven initiative to benchmark diversity, equality , and inclusion for the global iGaming sector.

We have shown our commitment to gender equality in signing both the Confederation of Danish Industry’s (DI) Gender Diversity Pledge along with the UN’s Women Empowerment Principles.

Human rights

Better Collective persistently strives to be a responsible corporate citizen, which entails respecting human rights and supporting the protection as well as advancement of human rights. 

Tech and marketing academies

Since 2021, we have been running BC academies in Niš, Serbia, which targets the local youth by encouraging them to enroll in one of the education programs tailored by Better Collective. 

Safer gambling resources

We want to ensure that our users are better suited to navigate the iGaming world by visiting a Better Collective website before registering an account with a sportsbook. By taking responsibility in protecting end-users from potential negative health-impacts – in this case gambling addiction – and by promoting mental health and well-being through various initiatives, it is our goal to aid the positive advancement of SDG 3. We offer safer gambling resources on our websites, as well as a Betting Academy to educate users. For our employees, we rolled out an updated safer gambling policy and launched safer gambling training. 

Collectively we are better

We strongly believe that the long-term sustainability and growth of the sports betting industry is dependent on responsible operations.

We participate in the Safer Gambling awareness activities across our markets. Similarly, we are active members of various national associations.

Safer customer journeys with Mindway AI

Part of the Better Collective group, Mindway AI specializes in supporting the iGaming industry with various safer gambling tools and solutions.

Mindway AI is an award-winning company that develops state of the art software solutions for fully automatic monitoring and profiling of gamblers and for identifying, preventing, and intervening in at-risk and problem gambling. 

Early detection of at-risk and problem gambling

Mindway AI partners with sportsbooks and leading industry organizations with a clear mission to improve player protection in the gambling industry.

By combining neuroscience, AI and human expert assessment, the safer gambling software helps operators meet and exceed player protection requirements. 

Gamified reinvention of the self-test

Gamalyze is an award-winning, gamified reinvention of the self-test, making self-testing more user-friendly, engaging, and actionable than typical player questionnaires.

Gamalyze helps players develop self-awareness of their risk profile and their decision making when they engage in gambling.

Mindway AI’s expertise and tools

Mindway AI and Better Collective share common goals for safer gambling, and while Mindway AI is run as an independent business, we make good use of the expertise and tools available when offering safer gambling resources on Better Collective platforms.

Gamalyze is available to our users on key websites together with insightful articles on safer gambling authored by Mindway AI experts.

Markets

Regulations of markets

As sports betting becomes more widespread, more countries are amending or implementing new gambling laws and regulations to protect users and to limit black market activities.

We have processes for being continuously updated on regulation and applying for licenses where relevant.

Compliance

Commitment to compliance

We seek to educate regulators, politicians, and users on what performance marketing is, what it entails, and to ensure that relevant standards are set for our industry.

We do not engage in cryptocurrency payments. When partnering with operators and reviewing acquisition targets, it is an integrated part of our due diligence process to pay careful attention to any signs of money laundering or fraud – in case of which we choose not to engage.

Corruption

Anti-bribery and corruption

Better Collective condemns the acts of corruption and bribery. Not only are they illegal; they also pose a threat to our trustworthiness and a risk to our partners, users, and authorities.

Our whistleblower scheme facilitates anonymous reporting, and we encourage all employees to speak up if they find something to be in breach of our policies.

Markets

Code of Conduct

Throughout our organization we promote our Code of Conduct as a guide for all employees on the standards and values of a compliant and responsible business.

Our efforts within governance advance overall sustained, inclusive, and sustainable economic growth while they also secure full and productive employment and decent work for our employees – all of which support SDG 8.