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.
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
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.
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.
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.
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.
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.