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Sustainability programmes

Better Collective’s sustainability strategy is rolled out through two comprehensive sustainability programmes. Our “Better for Bettors” programme is built to support our vision to empower iGamers, while the “Better Community” programme focuses on our surrounding communities, the environment, and our employees.


Better Collective views sports betting and gambling purely as a form of entertainment, and wants to make sure that users’ and employees’ iGaming experiences remain as a form of fun and entertainment. Therefore, 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. All our platforms focus on the teaching of gambling strategies and the presentation of insightful information and data to make our users more confident in their betting. 

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 continually work 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 have also taken significant steps to increase our role within responsible gambling by increasing our ownership to 90% of the shares in Mindway AI, specialising in software solutions based on artificial intelligence and neuroscience for identifying, preventing and intervening in at-risk and problem gambling. 


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.

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