Better Collective A/S
Better Collective A/S is a Denmark-based digital performance marketing group focused on online acquisition for the sports betting and gaming industry. The group operates a portfolio of web brands and media properties that attract users and connect them with betting and gaming operators across multiple markets.
Fiscal year 2025 · change from previous year
Development 2021–2025
Business
Share of revenueTraffic acquisition and lead generation services for betting and gaming operators.
Owned and operated websites that publish betting, gaming, and sports content.
Commercial partnerships that monetize digital audiences through operator relationships.
Digital content and acquisition assets focused on esports audiences and operators.
Customers
Better Collective sells primarily to online sports betting and gaming operators that need scalable customer acquisition. Its content and media assets are designed to convert sports audiences into operator sign-ups and active bettors, making the buyers performance-marketing teams rather than end consumers. The company also serves users indirectly through its websites and digital brands, which create the traffic base that advertisers monetize.
They buy acquisition traffic and user referrals to grow registrations and wagering activity.
They use the company's media properties and partnerships to acquire customers in casino and gaming.
They use Better Collective's audience and publishing assets for monetization and distribution.
They consume betting news, guides, and community content that supports traffic generation.
Strategy
Better Collective's strategy centers on building and monetizing digital audiences in sports betting and gaming through owned media, SEO, and partnerships. The company emphasizes regional brands and localized content so it can operate in regulated markets and maintain relevance with users and operators. Its portfolio structure also allows it to diversify acquisition sources and reduce reliance on any single website or market.
Owned traffic improves control over acquisition economics and reduces reliance on third parties.
Sports betting regulation and user behavior vary by country, so local relevance supports conversion.
Esports can broaden the audience base and reduce dependence on traditional sports betting traffic.
Geography
Better Collective operates internationally, with regional brands tailored to local regulations, betting behavior, and language. Its business depends on the geographic mix of regulated sports betting markets, because customer acquisition performance and compliance requirements differ by country.
Risks
The business is exposed to regulation in online betting and gaming, because changes in licensing, advertising rules, or affiliate restrictions can reduce traffic monetization. It also depends on search engine rankings and digital audience behavior, making it vulnerable to algorithm changes and shifts in user acquisition costs. As a media and performance-marketing group, it faces integration risk from acquired assets and accounting judgment around intangible assets, earn-outs, and impairments.
- Regulatory changes in online bettingImpact: HighLikelihood: High
The business monetizes regulated betting traffic, so licensing and advertising rules directly affect revenue opportunities.
Exposure: Europe and other regulated markets
- Search engine and platform dependenceImpact: HighLikelihood: High
Traffic generation depends heavily on search visibility and digital distribution algorithms.
Exposure: Owned media and publishing brands
- Goodwill and intangible asset impairmentImpact: HighLikelihood: Medium
The model relies on acquired digital brands and media assets that may lose value if traffic or monetization weakens.
Exposure: Acquired publishing and media assets
- Customer concentration with betting operatorsImpact: MediumLikelihood: Medium
A limited set of operator customers can materially affect referral economics and contract terms.
Exposure: Affiliate and media partnerships
Accounting
Judgemental itemsPerformance-based contracts can require judgment over when services are satisfied and revenue is earned.
Impact: Affects timing and comparability of reported revenue
Media partnerships, publishing brands, and development projects are capitalized and amortized over time.
Impact: Affects amortization expense and impairment risk
Acquisition-related contingent payments are remeasured as assumptions change.
Impact: Can create volatility in other financial items
Interest-rate risk management uses derivative instruments measured at fair value.
Impact: Affects financial income, equity reserves, and cash flow hedge accounting
Lease contract termination costs and right-of-use assets can affect operating and financing presentation.
Impact: Affects EBITDA-style metrics and reported lease liabilities
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Last updated: 24/10/2026