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BC at a Glance

growth awards
years in business

Vision & Mission

Vision to become the world’s leading digital sports media group.

Mission to make sports entertainment more engaging and fun.

Strategic goal  to be the world leader within digital sports media and related services.


Operating in a responsible way, across all business verticals, add value to society and the communities in which we operate, which in turn positively affect our business and competitiveness.


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

Safer Gambling

Promoting safer gambling

Across our media products we provide educational content and tools to help ensure a safer iGaming experience. The long-term sustainability and growth of the iGaming industry is dependent on responsible operations, which is why we in 2019, entered into a partnership with our peers -Racing Post and Oddschecker – to found the UK based trade association, Responsible Affiliates in Gambling


Fighting Gambling Addiction

For users who have moved into an unhealthy relationship with gambling, or who feel that they are developing symptoms of gambling addiction, we provide extensive content on how to recognize the problems of addiction, how to prevent them, and who to contact for support.


What transparency means for our products is a third party tipster media where users are rewarded based on their positive performance. By letting users interact and compete in a closed environment, their tips are not influenced by external incentives from sportsbooks and other personal agendas.

What transparency means for our users

A Nielsen study of the German sports betting market revealed that transparency and trustworthiness were the key drivers when sports fans decide on a sportsbooks to sign up with.

Market & Partners

Business Model

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.


Facts & Figures

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

Our story

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.


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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