# Better Collective A/S > Clarifo company profile — qualitative business description generated from > the company's filings. Financial statements, charts and ratios are > available on Clarifo (https://www.clarifo.com/en/companies/bettercollective_254900). ## Overview 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. ## Products & services • Sports betting and gaming performance marketing • Digital media and affiliate websites • SEO-driven customer acquisition • Media partnerships and publishing brands • Regional and global betting content platforms - **Performance marketing** (50%) — Traffic acquisition and lead generation services for betting and gaming operators. - **Publishing brands** (30%) — Owned and operated websites that publish betting, gaming, and sports content. - **Media partnerships** (15%) — Commercial partnerships that monetize digital audiences through operator relationships. - **Esports content** (5%) — Digital content and acquisition assets focused on esports audiences and operators. - Sports betting and gaming performance marketing - Digital media and affiliate websites - SEO-driven customer acquisition - Media partnerships and publishing brands - Regional and global betting content platforms ## 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. - **Sports betting operators** (primary) — They buy acquisition traffic and user referrals to grow registrations and wagering activity. - **Online gaming operators** (primary) — They use the company's media properties and partnerships to acquire customers in casino and gaming. - **Advertising and media partners** (secondary) — They use Better Collective's audience and publishing assets for monetization and distribution. - **Sports content users** (secondary) — They consume betting news, guides, and community content that supports traffic generation. - Sports betting operators seeking player acquisition - Online gaming brands buying traffic and referrals - Partners using affiliate and media monetization - Brands targeting regulated local betting markets - Sports audiences reached through owned websites ## 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. - Operations are international and organized around regional brands - Brands are adapted to local regulation and betting behavior - Revenue depends on regulated online betting markets - Geographic mix affects traffic quality and conversion rates - Local language content supports market-specific acquisition ## 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. - **Grow owned digital audiences** (medium-term) — Owned traffic improves control over acquisition economics and reduces reliance on third parties. - **Localize for regulated markets** (short-term) — Sports betting regulation and user behavior vary by country, so local relevance supports conversion. - **Build esports as a distinct segment** (medium-term) — Esports can broaden the audience base and reduce dependence on traditional sports betting traffic. - Expand owned media and publishing reach - Use SEO and audience-building to reduce paid acquisition dependence - Localize brands for regulated country markets - Develop esports as a separate growth vertical - Deepen operator partnerships to monetize traffic ## 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 betting** [high] — The business monetizes regulated betting traffic, so licensing and advertising rules directly affect revenue opportunities. - **Search engine and platform dependence** [high] — Traffic generation depends heavily on search visibility and digital distribution algorithms. - **Goodwill and intangible asset impairment** [high] — The model relies on acquired digital brands and media assets that may lose value if traffic or monetization weakens. - **Customer concentration with betting operators** [medium] — A limited set of operator customers can materially affect referral economics and contract terms. - Betting regulation can limit advertising and affiliate monetization - Search engine algorithm changes can reduce traffic and conversions - Dependence on operator customers creates concentration risk - Acquired intangibles and earn-outs can create impairment exposure - Multi-market operations add compliance and localization complexity ## Accounting Revenue recognition is important because the group operates performance-based and partnership-driven models where timing depends on when acquisition services are delivered or traffic is converted. The report also highlights acquired intangibles, media partnerships, earn-out adjustments, and lease-related costs, all of which can materially affect reported earnings through amortization, fair value changes, and impairment testing. Financial instruments and hedging matter as well because the group uses debt facilities and derivatives, which introduce valuation and cash-flow hedge accounting judgments. - **IFRS 15 revenue recognition** — Affects timing and comparability of reported revenue - **Acquired intangible assets** — Affects amortization expense and impairment risk - **Earn-out liabilities** — Can create volatility in other financial items - **Fair value of derivatives** — Affects financial income, equity reserves, and cash flow hedge accounting - **Lease accounting** — Affects EBITDA-style metrics and reported lease liabilities - Performance marketing revenue may depend on conversion timing - IFRS 15 judgments affect recognition across acquisition services - Acquired intangibles drive amortization and impairment risk - Earn-out liabilities can change through fair value remeasurement - Derivatives and hedge accounting affect financing-related items --- *Last updated: 2026-10-24T15:01:43.960881+00:00*