Better Collective
Better Collective is a Denmark-based digital sports media group that builds and operates online publishing brands, affiliate platforms, and audience acquisition products for the sports betting industry. Its business spans regional and international websites, apps, and media partnerships across Europe, North America, and other markets, with content available in more than 30 languages.
Fiscal year 2025 · change from previous year
Development 2021–2025
Business
Share of revenueRevenue-share, subscription, and CPM-based monetization from owned and operated media properties.
Performance-based affiliate fees and branded sponsorship placements tied to user acquisition.
Smaller revenue items not classified in the main monetization streams.
Customers
Better Collective sells to sportsbook operators and betting brands that pay for qualified traffic, customer acquisition, and media exposure. Its audience also includes sports fans and bettors who consume editorial content, odds, and community features across its digital properties. The company’s commercial model depends on regulated operators, advertisers, and media partners that value measurable user acquisition and recurring engagement.
Buy qualified bettors, deposits, and revenue-share traffic from Better Collective's publishing and affiliate assets.
Purchase CPA, sponsorship, and CPM placements to reach sports betting audiences efficiently.
Consume content, odds, and engagement tools that drive traffic and monetization across the network.
Provide reach through partnerships, apps, and social channels that expand audience scale.
Strategy
Better Collective is focused on building a more scalable digital sports media platform with stronger recurring revenue, broader monetization, and deeper use of data and automation. The company is also prioritizing regulated-market participation, product innovation, and selective capital allocation to support long-term audience growth and partner relationships.
A larger recurring base improves predictability and reduces dependence on volatile operator budgets.
Working with licensed operators supports compliance, brand durability, and long-term market access.
Data, AI, and AdTech tools help improve targeting, conversion, and operating leverage across brands.
Geography
Better Collective operates a multi-market digital business with reporting segments for Europe & Rest of World and North America. The company’s revenue is concentrated in large regulated betting markets, with the United States, the United Kingdom, and Brazil each contributing more than 10% of group revenue in the latest annual disclosure. Its products are localized across more than 30 languages, which makes country regulation, sports calendars, and local betting behavior important to performance.
Risks
Better Collective is exposed to regulatory change, especially in sports betting markets where licensing, tax, and advertising rules can shift quickly. Its results also depend on sportsbook marketing budgets, sports outcomes, and foreign exchange movements because revenue is earned across multiple currencies and geographies. Goodwill, acquired domains, and other intangible assets are important balance-sheet items, so impairment risk matters if traffic, regulation, or monetization weakens.
- Regulatory and tax changes in betting marketsImpact: HighLikelihood: High
The business relies on licensed operators and regulated market access, so rule changes can reduce monetization or raise compliance costs.
Exposure - Dependence on sportsbook marketing spendImpact: HighLikelihood: Medium
CPA, sponsorship, and media revenue depend on operator acquisition budgets and campaign intensity.
Exposure: All operating markets
- Impairment of goodwill and indefinite-life intangiblesImpact: High
Acquisitions and domain assets are tested against future cash generation and can be written down if assumptions weaken.
Exposure: Acquired businesses and websites
- Foreign currency translation and transaction riskImpact: MediumLikelihood: Low
Revenue and expenses are spread across DKK, EUR, USD, GBP, BRL, CAD, and other currencies.
Exposure: Global
Accounting
Judgemental itemsDifferent monetization streams are recognized at different points in time, affecting quarterly comparability and revenue mix.
Impact: Revenue timing and mix
Acquired brands, domains, and websites must be tested against future cash flows and market assumptions.
Impact: Potential non-cash write-downs
Acquisitions can create fair-value adjustments and later remeasurements that flow through special items.
Impact: Special items and balance sheet values
Equity awards create non-cash compensation expense that affects operating profit and dilution.
Impact: Staff costs and diluted EPS
Office and other leases create right-of-use assets and lease liabilities under IFRS 16.
Impact: EBITDA, depreciation, and interest expense
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Last updated: 24/09/2026