What Better Collective does

Better Collective A/S is a Copenhagen-headquartered digital sports media group operating since 2004 and publicly listed on Nasdaq Stockholm and Nasdaq Copenhagen (ticker: BTRCF) since its 2018 IPO. The company operates a "House of Brands" strategy comprising 450+ million monthly visits across owned sports media properties including Action Network, VegasInsider, HLTV, FUTBIN, Betarades, Bolavip, Tipsbladet, CanadaSportsBetting, and The Nation Network, alongside 20+ offices across Europe, North America, South America, and Asia. Its core products include Playbook, an AI-powered sports betting solution distributed through X, Telegram, and Discord, and Mindway AI's GameScanner (scanning 7.7 million active players monthly across 61 jurisdictions) and Gamalyze for problem gambling detection and self-assessment.

The company generates revenue through four primary streams: performance-based affiliate marketing (commission share or fixed CPA on customer acquisitions to 250+ licensed iGaming operators), premium subscriptions across House of Brands properties, advertising and sponsorship placements, and strategic partnerships. Customer segments span B2C sports fans seeking betting information and content, and B2C iGaming operators/sportsbooks seeking compliant customer acquisition channels. The business has scaled significantly through M&A, with major deals including The Action Network ($240M, 2021), FUTBIN ($113M, 2022), Playmaker HQ ($54M, 2023), and Playmaker Capital ($188M, 2023).

In FY2025, Better Collective reported EUR 337 million in revenue (down 9% YoY due to FX, Brazil regulatory transition, and sports win margin volatility) and EUR 102 million in EBITDA, with Q4 2025 reaching a record quarterly EBITDA of EUR 37 million at 39% margin. The company has expanded into prediction markets (US, March 2026) and launched Playbook in Brazil ahead of the 2026 World Cup, while maintaining a EUR 40 million share buyback program and aggressive US state-by-state expansion including the Missouri launch in December 2025. Founders Jesper Søgaard and Christian Kirk Rasmussen continue to serve as Co-CEOs since founding the company in 2004.

Name

Better Collective

Legal name

Better Collective A/S

Website

https://bettercollective.com

Company type

Public

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Better Collective is a Copenhagen-based publicly listed digital sports media group operating a House of Brands portfolio (Action Network, HLTV, FUTBIN, VegasInsider, Bolavip, etc.) that drives performance-based customer acquisition for 250+ licensed iGaming operators across 450+ million monthly visits, augmented by AI-powered betting and responsible gambling tools.

Ownership category

akta.pro rank

Product category

Digital Sports Media

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Media Representatives (541840)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Affiliate, Media Buying & Performance Marketing for Sports Betting (MPAEACAH)

akta.pro secondary industries

Sportsbook Affiliate & Comparison Sites (MPAEAMAA), Sportsbook Platform & PAM Providers (B2B) (MPAEACAC)

Keywords

• Sports betting media
• Affiliate marketing
• Digital sports media
• Responsible gambling
• Esports media

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices23 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Performance Marketing (Affiliate): Commission-based model where Better Collective receives either a share of revenue generated by losses from acquired customers or a fixed Cost per Acquisition (CPA) fee for each customer who claims an offer on their site and redeems it with a sportsbook.
2. Premium Subscriptions: Subscription-based revenue from premium content offerings across the House of Brands
3. Advertising & Sponsorship: Revenue from advertising placements and sponsorship deals across digital sports media platforms
4. Strategic Partnerships: Revenue through strategic partnerships with sportsbooks and other industry players

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Better Collective operates a "House of Brands" portfolio of digital sports media, sports betting media, and esports platforms that drive traffic and customer acquisition for licensed sportsbooks via performance-based affiliate marketing. The company earns revenue primarily through commission from sportsbook revenue sharing or fixed Cost-per-Acquisition (CPA) fees on acquired customers, supplemented by premium subscriptions, advertising, sponsorships, and strategic partnerships. It also develops proprietary AI-powered tools including Playbook (customized betslip generation), GameScanner (problem gambling detection), and Gamalyze (gambling behavior self-assessment) through its Mindway AI subsidiary.

Product overview

Better Collective operates a House of Brands strategy consisting of sports media, sports betting media, and esports communities. The portfolio includes both organically developed and acquired brands organized around three core pillars: (1) Sports Betting Media including Action Network, VegasInsider, CanadaSportsBetting, and regional brands like Betarades, Tipsbladet.dk, AceOdds, and Pariurix; (2) Esports Media including HLTV (CS:GO coverage), FUTBIN (FIFA Ultimate Team), and related gaming content platforms; and (3) Latam Sports Media including Bolavip and Futbol Sites network. Core technology products include Playbook, an AI-powered betting tool enabling users to create customized betslips from sports content distributed through social channels (X, Telegram, Discord), and Mindway AI subsidiary products GameScanner and Gamalyze for AI-powered gambling harm detection and self-assessment. The company serves over 450 million monthly visits across its brands and generates revenue through performance-based marketing (commission from sportsbook revenue share or cost per acquisition), strategic partnerships, premium subscriptions, advertising, and sponsorship deals. Better Collective also recently expanded into prediction markets targeting the US market.

Differentiator

Problem solved

Functional benefit

Brands

• HLTV: Leading esports media platform
• FUTBIN
• Action Network
• Playmaker HQ
• Playbook
• VegasInsider
• Bolavip
• Betarades
• Ace Odds
• CanadaSportsBetting
• The Nation Network
• Tipsbladet
• Futbol Sites
• The Nations
• TNN
• Daily
• Pariurix

Products and services

• Playbook AI-powered sports betting solution that creates customized betslips from sports-related content distributed through X, Telegram, and Discord, positioning the platform closer to bettors at the moment of wager consideration.
• GameScanner (Mindway AI) Award-winning AI solution ensuring fully automated early detection of at-risk and problem gambling, allowing sportsbooks to reach out to users before unhealthy gambling habits escalate. Runs in 61 jurisdictions across 37 countries, scanning 7.7 million active players per month.
• Gamalyze (Mindway AI) Gamified self-assessment tool that helps users understand their gambling behavior by analyzing real-time decision-making patterns, providing personalized feedback and behavioral insights.
• Action Network US sports betting media brand providing sports content, betting odds, and sports betting related news and analysis in the US market. Acquired in 2021.
• HLTV Leading esports media brand focused on Counter-Strike: Global Offensive (CS:GO) coverage, providing news, statistics, and community engagement for competitive gaming.
• FUTBIN Esports brand focused on FIFA Ultimate Team content, providing player statistics, card prices, and content for the FIFA gaming community. Acquired in 2022.
• Playmaker HQ

Quantifiable outcome

• 450+ million monthly visits to sports media brands
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• X (formerly Twitter)flagshipStrategic or Co-development Partner · 1 May 2026Expanded strategic partnership with X (formerly Twitter) making Playbook an Official Partner. The AI-powered betting solution is distributed through X, Telegram, and Discord, enabling Better Collective to reach bettors at the moment they are considering a wager. This is part of global scaling of the Playbook product.
• Responsible Gambling Affiliate Association (RGAA)coreStrategic or Co-development Partner · 1 January 2023Co-founded in 2023 with five major peers to advocate for balanced regulation and promote responsible gambling industry-wide.
• Responsible Affiliates in Gambling (RAiG)coreStrategic or Co-development Partner · 1 January 2019Co-founded in 2019 alongside Racing Post and Oddschecker. Promotes socially responsible gambling marketing in the UK, with all members subject to independent annual social responsibility audits.
• Mindway AIcoreStrategic or Co-development PartnerMindway AI is a subsidiary of Better Collective Group that develops AI-based tools for the iGaming industry. GameScanner provides early detection of at-risk and problem gambling, while Gamalyze offers gamified self-assessment for users. Operating independently while aligning with Better Collective's safer gambling strategy.
• Licensed Sportsbooks (250+)coreChannel Partner/ Reseller/ DistributorBetter Collective maintains exclusive partnerships with licensed sportsbooks only. The company drives customer acquisition through performance-based marketing, earning commission from sportsbook revenue sharing or fixed CPA fees for each acquired customer.

Scale indicators18 records

Recent moves8 records

Expansion highlights7 records

Others

• Kindred Group (Unibet): Kindred Group operates Unibet and other sportsbook brands and is a significant Better Collective customer; former Kindred CXO Britt Boeskov is a Better Collective board member, illustrating the strategic overlap.
• Flutter Entertainment (FanDuel): Flutter Entertainment operates FanDuel, one of the largest US sportsbooks and a key customer for Better Collective's affiliate traffic, representing the demand side of the value chain Better Collective monetizes.
• Playtech: Playtech is a B2B gambling technology and platform provider whose responsible-gambling and PAM solutions are adjacent to Mindway AI's B2B harm-detection and self-assessment offerings.

Direct peers

• Catena Media: Catena Media is a publicly listed sports betting and casino affiliate marketing company, the closest direct peer to Better Collective's performance-based marketing business model, with overlapping sportsbook operator partnerships and SEO-led sports media assets.
• Covers.com: Covers is a US-focused sports media and odds comparison platform that monetizes via sportsbook affiliate partnerships, directly overlapping with Action Network and VegasInsider in the US sports betting media category.
• Gambling.com Group: Gambling.com Group is a publicly listed performance marketing company for online gambling, operating owned comparison sites and media brands, with the same revenue model (CPA and revenue share with sportsbook operators) and a similar House of Brands strategy.
• Oddschecker: Oddschecker is a UK-based sports betting odds comparison site co-founded alongside Better Collective in RAiG in 2019, competing head-to-head in odds comparison and sportsbook affiliate traffic.

Broad incumbents

• Sportradar: Sportradar is a global sports data and media technology company that supplies data, content, and trading services to sportsbooks, leagues, and media, including adjacent affiliate-adjacent audience monetization through its advertising business.
• Genius Sports: Genius Sports is a sports data, technology, and media company with official league data rights, betting technology, and a media business, comparable in operating adjacency to sportsbooks and content distribution.

Emerging players

• Rush Street Interactive: Rush Street Interactive is a US-focused online sportsbook and casino operator with proprietary media assets (e.g., BetSided), partially overlapping with Better Collective's US sports betting media business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@bettercollective7641
• Facebookfacebook.com/BetterCollective
• LinkedInlinkedin.com/company/2726558
• Instagraminstagram.com/bettercollectivecom
• Xx.com/bettercollectiv

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A18 records

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Better Collective