Overview
Better Collective is a digital sports media group that runs a portfolio of more than 20 brands delivering sports betting content such as tips, analysis, news, data, and community forums. Its product works by attracting sports fans to its platforms and then referring readers to sports betting operators through affiliate links; the company earns revenue when referred players bet, often via revenue sharing with operators. The firm differentiates itself with a large, diversified network of brands that collectively generate hundreds of millions of visits per month, a strong track record of acquisitions (e.g., Action Network in 2021, Playmaker HQ, FUTBIN) that broaden its audience and markets, and a public dual listing on Nasdaq Stockholm and Nasdaq Copenhagen that signals financial maturity. Its goal is to grow its global footprint in sports betting content and lead generation by expanding user acquisition, content offerings, and partnerships in key markets, especially the United States.
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Simplify's take
What believers are saying
- Q2 2026 revenue rose 9% constant-currency, while EBITDA grew 20% to 27 mEUR.
- Prediction markets drove 50% North American CPA growth in Q2 2026.
- Prediction Pro launched October 19, 2026, giving management a fresh subscription revenue stream.
What critics are saying
- Brazil's September 25, 2026 betting ban cut 2026 guidance and suspended 2027-2028 targets.
- Revenue concentration on operator partners exposes Better Collective to policy shocks and commission-rate pressure.
- If Brazil stays shut after November 23, 2026, management loses a major growth engine.
What makes Better Collective unique
- Better Collective monetizes sports-betting intent through affiliate traffic, not pure advertising.
- Its 2026 prediction-market push and X partnership broaden distribution beyond legacy affiliate channels.
- Leadership under Jesper Søgaard has compounded acquisitions into global sports-media scale since 2004.
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