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Technology and innovation
is at the core of our processes

BC at a Glance

Better Collective is a global sports betting media group providing entertaining and engaging platforms for fans of sports and esports. We offer a wide range of editorial content, bookmaker information, data insights, betting tips, iGaming communities and educational tools.

growth awards
years in business

Vision & Mission

Our mission and vision lead us in our efforts to become an even more responsible organisation with trusted products and brands.

Better Collective’s vision is to become the world’s leading digital sports media group.

Our Mission is to make sports entertainment more engaging and fun, while we also want to make sure that our users are better suited to navigate the iGaming world by visiting a Better Collective website before registering an account with a sports betting or gambling operator.

Our strategic goal  is to be the world leader in digital sports betting media and related services.


Responsibility and sustainability have been key value-drivers for Better Collective since its inception in 2004. We stay committed to continually incorporate the UN Global Compact and the Sustainable Development Goals in our strategy, culture and day-to-day operations.

As an international business we believe that we have an increasingly important role to play in society in securing a sustainable future. We also strongly believe that operating in a responsible way, across all business verticals and adding value to society and the communities in which we operate, positively affect our business and competitiveness.

Our sustainability strategy and reporting are built around five strategic priorities core to Better Collective’s business: Safer gambling, Governance, People, Local community, and Environment. Our sustainability strategy is a natural part of our overall business strategy, and operationally, the strategy is rolled out through our sustainability programmes “Better for Bettors” and “Better Community”.


Sustainability report Sustainability programmes Human rights policy Modern slavery policy Data ethics policy Safer gambling code

Safer Gambling

Better Collective views betting and gambling as entertainment and strives to ensure that users and employees experience iGaming as fun and entertaining. In the long run, most players will not earn money through betting. Therefore, players should only set aside a stake that one is willing to lose for the sake of entertainment. We acknowledge that some individuals are susceptible to gambling addiction. All of our products promote safer gambling and provide further educational content on preventing gambling addiction and underage iGaming.

Promoting safer gambling

We strongly believe that the long-term sustainability and growth of the iGaming industry is dependent on responsible operations. Evidently, this is not achieved by a single business, but rather by a collective effort across the industry. This is why Better Collective in 2019 entered into a partnership with our two affiliate peers Racing Post and Oddschecker to co-found the UK based trade association, Responsible Affiliates in Gambling


Fighting Gambling Addiction

To prevent potential users from succumbing to addiction, all of our products promote Responsible Gaming. For users who have moved into an unhealthy relationship with gambling, or feel that they are developing symptoms of Gambling Addiction, we provide extensive content on how to recognise the problems of addiction, how to prevent them, and who to contact for any support they need.


We aim to educate our users to make the most well-informed decisions and increase the level of entertainment by creating more transparency; from which operators to trust to where to find the best odds.

What transparency means for our products is a third party tipster platform where we reward the best tipsters based on their positive performance. By letting them interact and compete in our closed sandbox, their tips are not influenced by any external incentives from bookmakers and other personal agendas.

SmartBets uses SmartFacts that is based on data driven algorithms that show real sports trends, and how those trends relate to valuable bets. It also openly presents the percentage payout of every bookmaker, so each user knows how much commission bookmakers take from their actual winnings.

BetBehind is the only automated betting platform that is supported by a proven community of tipsters. BetBehind utilises’s objective and transparent performance algorithms, ensuring that when it claims “top tipsters”—the claim is supported by the stats.

What transparency means for our customers

A Nielsen study of the German sports betting market revealed that transparency and trustworthiness were both key drivers, but currently also lacking elements, for users selecting bookmakers. Our transparent approach fulfils this user need.

Market & Partners

Our products provide leading online bookmakers and casinos with targeted user acquisition and increased user engagement and retention. Our partners include companies such as bet365, Coral, Matchbook, Unibet, and many others.

Business Model

The majority of our group revenue is generated through affiliate marketing.
This means that we are commissioned in one of the following ways; by getting a share of the operator revenue generated by the player losses from the acquired customer for as long as this customer is active with the operator, this is also known as “revenue share”. Or by getting a single Cost Per Acquisition (CPA) fee – a fixed amount of money per customer we send to the operator. In some cases, it is a mix of both.
This structure allows us to give the majority of our products away for free, and thus enriches the online betting and casino experience for as many players as possible. In addition to this, we generate revenues through sales of subscriptions, picks and ads display (CPM).

Crowd Sourced
Betting Tips

We create communities that invite and incentivise expert tipsters to prove their betting knowledge by sharing tips with all of our users.

Compare Odds
Across Bookmakers

We make the market transparent by comparing odds across bookmakers, ensuring our users get the most value from their bets.

Gambling Guides &

We create in depth, educational iGaming guides so that our users can gain insights and be confident that their betting is supported by knowledge.

Commission From
Business Partners

Through all of our platforms and tools, we earn commission by matching users with the right iGaming operators that suit their personal needs.

Affiliate Model

The basic affiliate model is very common in the digital marketplace. Fundamentally, it facilitates single affiliate journeys, where a user arrives at the affiliate platform, activates the affiliate link, and signs up with the end partner – earning the affiliate commission in the process.

Better Collective’s Affiliate Approach

Since Better Collective’s technically superior platforms are built around our users and their unique preferences, Better Collective products become a part of our users’ day to day betting experience. Our approach differs from the standard model as it invites individual users to come back to our platforms—facilitating multiple affiliate journeys per single user, allowing us to increase both the retention rates on our platforms, and leads to our partners.


Facts & Figures

Better Collective was founded in 2004 by Jesper Søgaard, CEO and Christian Kirk Rasmussen, COO. Better Collective is a Danish-based company that over the years has been expanding extensively. Today, Better Collective employs +950 people and has offices in various cities spread around the world.

visits per month
Languages across our sites
Users on bettingexpert
acquisitions since 2017
industry awards
Tips posted daily

Better Collective History

Better Collective has experienced a rich history since it was founded in 2004. Below you can see a few highlighted milestones, as well as the impact those moments had on the future of our organisation.

Acquiring FUTBIN

Better Collective acquires globally leading esports brand FUTBIN and related domains. With 50 million monthly visits on its website and 3 million daily active users (DAU) on its proprietary app, FUTBIN is the world’s leading esports brand related to the FIFA esoccer game. 

Acquiring Action Network

Better Collective acquires leading US sports betting media, Action Network, for 240 mUSD and welcomes appr. 100 new employees. With the acquisition of Action, Better Collective gains market leadership within US sports betting media and affiliation, enabled through a number of strong product platforms.

Greek Bookmaker Awards
Better Collective and its greek flagship product established a new awards to shine a light on the best bookmakers in the Greek marketplace. The objective with the awards is to help online bettors to better navigate the market based on criteria that they find valuable.
Getting feet on the ground in the US
The repeal of PASPA in 2018, which made the regulation of sports betting a state matter, Better Collective begins investing even more in the US market. 2019 marks the year when we get feet on the ground in the US. We acquire multiple US mega brands securing us a leading position in the market and offices and teammates in Tennessee and Florida.
Listing on Nasdaq Stockholm
Better Collective goes public on the Swedish Stock Exchange – the hub for listed iGaming companies in Europe. We are proud to say that we were the first iGaming company to get a Main Market listing without any external investment.
Implementation of our M&A Strategy
Since being founded in 2004, Better Collective has seen the iGaming Affiliate industry begin to mature. In 2017, Better Collective was a key player in the consolidation of the industry through our M&A strategy, which has resulted in numerous successful M&A deals completed by Better Collective.    
Establishment of BC Niš

2016 was the first year that Better Collective physically moved beyond its Danish borders and established an office in Niš, Serbia. Today, Better Collective is present in several cities around the world.

EGR Affiliate of the Year
The title of EGR Affiliate of the Year became the first industry award recognising the impact Better Collective was making in the world of iGaming. Since this first award, we have continued to be recognised by the industry for our efforts as a creator of innovative products within sports betting and casino.
English becomes the official office language (from Danish)
Being founded by two Danes, and having headquarters in Copenhagen, the shift to English as the official office language marked the first steps in executing a global vision. Better Collective now proudly has employees from 25+ countries and our products support 30+ languages.
First Gazelle
A company objectively earns a Gazelle when it has doubled its turnover over a four year period. The awarding of the first Gazelle became the beginning of a growth era, with Better Collective going on to win the ninth consecutive Gazelle award in 2019. This also earns Better Collective the title as Supergazelle – a title awarded to a company that earns 5 consecutive Gazelles.        
2006 is bought
Taking ownership of is a big moment in Better Collective history. As a semi-established platform, the early version of was primed to be expanded upon. The site quickly became Better Collective’s flagship product and, to this day, remains the biggest social network for sports betting tipsters across the globe.
Better Collective A/S is Founded
After finding success with their first website in 2002, CasinoVerdiener, Jesper Søgaard and Christian Kirk Rasmussen register Better Collective A/S. This is the marking of the two making serious moves towards creating an organisation built upon products and websites that deliver educational tools and content for iGamers to get the most value out of their bets.

Awards & Recognition

At Better Collective, we are recognised for our efforts in a variety of areas - both within and outside of the iGaming Industry.

Cookies Policy

On the Better Collective website, we use cookies to:

• Understand and save user’s preferences for future visits.
• Compile aggregate data about site traffic and site interactions in order to offer better site experiences and tools in the future. We may also use trusted third-party services that track this information on our behalf.

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If you choose to disable cookies in your browser, some of the features that make your site experience more efficient may not function properly.

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