Better Collective has completed the acquisition of Florida-based and for a cash sum of US$20m.

Better Collective

The two brands have provided sports betting information for more than 20 years and are expected to become leading affiliate websites in those states where online sports betting is available.

During the 2018/2019 NFL season, the two websites generated more than 15 million unique visits per month.

Better Collective is adding the two websites to its portfolio of sites to educate and entertain users in the US as various states are beginning to regulate online sports betting. The business model that has been applied by the websites so far is based on user subscriptions, sale of picks (tips) and brand advertising. Following Better Collective’s acquisition, the business model will be changed towards affiliate marketing within sports betting (lead generation).

Better Collective will make a technical and commercial overhaul of the websites in order to facilitate regulated affiliate marketing and related revenue from the states that allow online sports betting. The two websites are expected to send traffic to licensed operators from Q3 2019, and the technical/commercial overhaul is expected to be complete during H2 2020. The websites are expected to contribute with substantial revenue and earnings from H2 2020.

Better Collective is one of only a few affiliate marketing companies presently authorised to enter into revenue share relationships in the State of New Jersey.

Better Collective CEO, Jesper Søgaard said: “With the acquisition of the two mega-brands, and, Better Collective is paving the way to expand the position as the market leading sports betting information company to include the US.

“These two web portals have the potential to become the largest revenue generating assets within Better Collective within the coming years. Further, they have significant synergy effects with our other US-facing assets, not least with our recent acquisition of the Rotogrinders Network. I am confident that we, by way of these acquisitions, have put Better Collective in pole position for a market leading position in the US states where online sports betting will be regulated and available.”