- CEO
- Christian Kirk Rasmussen
- Full Time Employees
- 1,556
- Sector
- Technology
- Industry
- Software - Application
- Address
- Toldbodgade 12 Copenhagen Denmark 1253
- IPO Date
- Dec 1, 2021
- Business
- Better Collective A/S operates as a digital sports media group that owns and operates a diversified portfolio of global and national sports media brands, sports betting media platforms, and esports communities, generating revenue primarily through performance-based affiliate marketing with licensed sportsbooks via revenue share and cost-per-acquisition models; advertising via its in-house AdVantage platform on Google, Bing, and third-party sites; sponsorships; premium subscriptions; and programmatic CPM sales. The company offers sports content including editorial news, videos, podcasts, betting tips, data insights, and educational tools across brands such as Action Network for U.S. sports betting insights; Playmaker HQ for sports and entertainment content; Betarades for online sports betting tips; Soccernews for Dutch soccer news; Wettbasis for German betting knowledge; HLTV and Dust2 for Counter-Strike esports; FUTBIN for EA Sports FC; VegasInsider; AceOdds for UK betting odds; and LatAm network brands like Bolavip and Redgol under Futbol Sites, attracting over 450 million monthly visits from sports fans worldwide. Incorporated in 2004 and headquartered in Copenhagen, Denmark, Better Collective maintains over 20 offices across Europe, North America, South America including Brazil and Argentina, and other regions, serving regulated markets with a focus on safer gambling tools like Mindway AI. Recent developments include the early 2024 acquisitions of Playmaker Capital, its second-largest deal integrating North and South American sports media, and UK-based AceOdds for 42 million euros to bolster recurring revenue in mature markets; a 50 million euro cost-efficiency program with over 300 layoffs to streamline operations amid Brazilian regulatory transitions and U.S. market shifts; launches of the AI-powered Playbook betting solution in September 2025, partnering with X for U.S. distribution and generating millions of bets, and a content sponsorship with BetMGM for Playmaker HQ shows; expansion into Missouri's online sports betting market on December 1, 2025, reaching 25 U.S. states plus D.C.; multiple share buyback programs totaling up to 40 million euros in 2025, including a new 20 million euro initiative through March 2026 and a 1.8% share capital cancellation; and a new three-year 319 million euro club financing facility with an 80 million euro accordion in September 2025.