BC at a Glance
Vision & Mission
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.
Sustainability
Our sustainability strategy and reporting are built around five strategic priorities core to Better Collective’s busi- ness: Responsible gambling (RG), 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”.
Our sustainability report Our sustainability programmes Our human rights policy Our modern slavery policy
Responsible Gambling
Promoting Responsible 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.
Transparency
What transparency means for our products
bettingexpert.com 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 bettingexpert.com’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
Business Model
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 &
Strategies
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 History
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.
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.
Awards & Recognition
