For the iGaming industry to be sustainable, responsible gambling needs to be at the top of the agenda. We want to make sure that our users are better suited to navigate the iGaming world by visiting a Better Collective platform before registering an account with a betting operator. In this way, the users’ iGaming experiences are more likely to remain a form of fun and entertainment. 

At Better Collective we are fully aware that there are users for whom gambling surpasses entertainment and becomes a form of addiction. Our standpoint is that the entire iGaming industry needs to do all they can to minimise the risk for people turning into problem gamblers and take this responsibility seriously. In 2019, we co-founded the trade organisation Responsible Affiliates in Gambling (RAiG). RAiG sets out to help raise the standards in the sector, particularly with respect to responsible gambling and aims at creating a safer gambling environment for consumers. Additionally, Better Collective is also a member of the Danish Online Gambling Association (DOGA), which among many other things, work to initiate dialogue between all stakeholders in the gambling industry to secure a responsible and safe gambling market in Denmark and other countries. We are working to develop a responsible training programme for our key website owners, while we also seek to educate regulators and politicians on who we are and what we do so that standards can be set for affiliates across the iGaming industry.  

In order to be better for bettors, we work closely together with Mindway AI, who specialises in software solutions for the identification of at-risk gambling and problem behaviour. 

Our efforts within the Better Community programme are tied to our key markets and their surrounding communities, the environment, and our employees. The majority of our initiatives go beyond our core business as we recognise our responsibility to contribute to a more inclusive and sustainable world. Most of our community work is currently focused on our operations in Niš, Serbia.

As one of the largest tech employers in Niš, we recognise our role and potential impact on the local community, why this became the point of departure of our Better Community program. Initiatives range from supporting the IT community, in particular the IT youth, over cultural sponsorships to environmental activities with a local impact. Our internal sustainability efforts are centred around our employees. We report on our progress relating to the UN Global Compact principles while the UN Sustainable Development Goals are implemented across our efforts wherever we find that we can make a reasonable impact.