Better Collective

What the company does

Better Collective began as a Danish affiliate publisher and grew by acquisition into the largest listed business of its kind. Its strategic shift was away from pure comparison and bonus pages towards owning sports media properties with their own audiences, including American betting media and an esports news site, where the gambling monetisation sits behind editorial content rather than in front of it.

That shift followed from where the risk lies in affiliate economics. A comparison site depends on search rankings it does not control and on operator commission terms it cannot dictate; a media brand with a direct audience is more defensible, though far more expensive to run.

The company is also a working example of the compliance burden affiliates now carry. Several markets license or restrict affiliates directly, and advertising codes apply to affiliate pages as much as to operator advertising, so the same page has to be configured differently by jurisdiction.

Where this sits in the supply chain

Publishers that send players to operators and are paid by results, through revenue share, a fee per acquired customer, or a mixture of the two. In several markets they are now licensed in their own right.

All companies filed under affiliate and media