Better Collective

Better Collective is a sports betting media group operating at the intersection of digital publishing and affiliate marketing. The company builds and runs online publications and services for audiences interested in sport and betting, while giving industry operators an affiliate-based channel for acquiring new users. Its core formats are bookmaker comparison, expert communities and news outlets: readers get analysis, reference information and tools for making informed choices, while partner operators gain access to a relevant audience.

The group's portfolio includes in-house brands such as bettingexpert, Action Network and HLTV; each operates as a standalone online publication with its own audience and editorial focus. Revenue combines affiliate commissions, paid by operators for users referred through the group's platforms, with paid subscriptions to content and services, taken out directly by the platforms' users. This mix places Better Collective in both the media and the affiliate segments of the iGaming industry.

Better Collective was founded in 2004 and is headquartered in Copenhagen, Denmark. It is a publicly listed company whose shares are traded on the stock market. Up-to-date information about the group is published on its official website, bettercollective.com.