# Better Collective

> 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).

## Overview

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.

## Products & services

• Sports betting media and publishing brands
• Affiliate marketing and revenue-share partnerships
• CPA, sponsorship, and CPM advertising inventory
• Subscription and premium content products
• Audience acquisition and monetization platforms
• Esports and sports fan engagement properties

- **Recurring revenue** (62%) — Revenue-share, subscription, and CPM-based monetization from owned and operated media properties.
- **CPA and sponsorships** (38%) — Performance-based affiliate fees and branded sponsorship placements tied to user acquisition.
- **Other** (0%) — Smaller revenue items not classified in the main monetization streams.

- Sports betting media and publishing brands
- Affiliate marketing and revenue-share partnerships
- CPA, sponsorship, and CPM advertising inventory
- Subscription and premium content products
- Audience acquisition and monetization platforms
- Esports and sports fan engagement properties

## 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.

- **Licensed sportsbook operators** (primary) — Buy qualified bettors, deposits, and revenue-share traffic from Better Collective's publishing and affiliate assets.
- **Betting and gaming advertisers** (primary) — Purchase CPA, sponsorship, and CPM placements to reach sports betting audiences efficiently.
- **Sports fans and bettors** (secondary) — Consume content, odds, and engagement tools that drive traffic and monetization across the network.
- **Media and distribution partners** (secondary) — Provide reach through partnerships, apps, and social channels that expand audience scale.

- Licensed sportsbook operators buying customer acquisition and traffic
- Betting brands paying for revenue-share, CPA, and sponsorship deals
- Advertisers seeking sports audience reach across digital channels
- Sports fans and bettors using content, odds, and community tools
- Media and distribution partners extending audience reach

## 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.

- **United States** (24%) — 2025 annual revenue disclosure
- **United Kingdom** (23%) — 2025 annual revenue disclosure
- **Brazil** (15%) — 2025 annual revenue disclosure
- **Other countries** (38%) — Residual share after disclosed major countries

- Europe & Rest of World and North America are the main reporting segments
- United States, United Kingdom, and Brazil are major revenue countries
- Localized brands are tailored to local regulation and betting behavior
- More than 30 languages support international audience reach
- Regulated-market exposure makes country rules commercially important

## 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.

- **Grow recurring and diversified monetization** (medium-term) — A larger recurring base improves predictability and reduces dependence on volatile operator budgets.
- **Operate in regulated betting markets** (long-term) — Working with licensed operators supports compliance, brand durability, and long-term market access.
- **Build technology-enabled audience monetization** (medium-term) — Data, AI, and AdTech tools help improve targeting, conversion, and operating leverage across brands.

- Increase recurring revenue and reduce reliance on pure performance fees
- Expand in regulated markets with licensed sportsbook partners
- Invest in AI, automation, and AdTech platforms such as Playbook and AdVantage
- Strengthen audience scale through publishing, esports, and media partnerships
- Use buybacks, debt discipline, and selective acquisitions in capital allocation

## 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 markets** [high] — The business relies on licensed operators and regulated market access, so rule changes can reduce monetization or raise compliance costs.
- **Dependence on sportsbook marketing spend** [high] — CPA, sponsorship, and media revenue depend on operator acquisition budgets and campaign intensity.
- **Foreign currency translation and transaction risk** [medium] — Revenue and expenses are spread across DKK, EUR, USD, GBP, BRL, CAD, and other currencies.
- **Impairment of goodwill and indefinite-life intangibles** [high] — Acquisitions and domain assets are tested against future cash generation and can be written down if assumptions weaken.

- Regulatory changes can alter licensing, taxes, and advertising access
- Operator marketing budgets affect affiliate and sponsorship demand
- Sports results can swing deposit activity and revenue timing
- FX exposure is meaningful across USD, GBP, EUR, BRL, CAD, and others
- Goodwill and domains create impairment risk if performance weakens

## Accounting

Revenue is split between point-in-time and over-time recognition across revenue-share, subscription, CPA, sponsorship, and CPM arrangements, so contract terms affect timing and comparability. The company also carries significant goodwill and indefinite-life intangible assets such as domains and websites, which require annual impairment testing and can materially affect reported earnings if assumptions change. Lease accounting, share-based payments, business combinations, and special items are additional judgment areas that can move reported profit and equity.

- **IFRS 15 revenue recognition** — Revenue timing and mix
- **Goodwill and indefinite-life intangible impairment** — Potential non-cash write-downs
- **Business combinations and contingent consideration** — Special items and balance sheet values
- **Share-based payment plans** — Staff costs and diluted EPS
- **Lease accounting** — EBITDA, depreciation, and interest expense

- Revenue recognition varies by contract type and timing of service delivery
- Revenue-share, CPA, sponsorship, and CPM need careful cut-off analysis
- Goodwill and domains are tested for impairment, not amortized
- Business combinations can create fair-value step-ups and contingent consideration
- Lease liabilities and share-based payments affect reported expenses and equity

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*Last updated: 2026-08-11T04:04:51.185401+00:00*