Better Collective’s vision is to empower iGamers –
by leading the way in transparency and technology
Our Mission is to make sports betting and gambling entertaining, transparent and fair. We want to make sure that our users are better suited for navigating the iGaming world by visiting a Better Collective website before registering an account with a sports betting or gambling operator.
Transparency is central in our approach to educate our users from an all-encompassing and objective perspective. We give them honest and clear information that will help them place the bets that are best for their own personal preferences.
Download report Reports archive Our sustainability programmes
Promoting Responsible Gambling
At Better Collective, we want to make sure that our users’ iGaming experiences remain as a form of fun and entertainment and we strongly endorse responsible gambling. This entails making sure that our users are aware of the legal gambling age in the areas they operate, and are aware of possible negative effects of gambling that could lead to addiction, and how to prevent these effects. Also, we have co-founded the trade-organisation Responsible Affiliates in Gambling to help raise standards in the sector, particularly in respect of responsible 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 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.