Operator Jesper Søgaard

Better Collective

Toldbodgade, 121253 København, Denmark

Better Collective (BC) A/S is a Danish iGaming company, founded in 2004, when Jesper Søgaard and Christian Kirk Rasmussen saw success with their first gambling website CasinoVerdiner. This spurred them to register BC A/S.

The pair aimed to build an organization that would provide iGamers with the educational tools and content required to get the most out of their bets.

In 2006, it acquired the website bettingexpert.com, an established platform with a large customer base. This site quickly became BC’s flagship product and to this day, remains the company’s biggest social network for sports bettors around the globe.

Another milestone for the BC was achieved in 2011 when it earned its first ‘Gazelle’, meaning that it doubled its turnover within four years. This marked the beginning of a growth spurt for BC, as it went on to achieve nine consecutive Gazelles.

The company established its BC Niš office in Serbia, moving its physical presence beyond Denmark for the first time. It had already changed its official language to English in 2013 to become a more international company.

BC was first listed in Nasdaq Stockholm in 2018 - the first iGaming company to get listed on the main market list without external investment. Shortly after, PASPA was repealed in the US, paving the way for all gambling-related companies to enter the lucrative North American market.

The company began investing heavily in the US market. In 2019 BC acquired multiple US mega brands and set up offices and teammates in Tennessee and Florida.

BC then established its flagship Greek product Beterades, which involved an award ceremony for the best bookmakers in Greece’s market. The objective of the awards is to enable online bettors to navigate the market based on criteria they find personally valuable.

Going into the 2020’s BC was well-positioned in European and North American markets. It acquired Action Network, a leading US sports media outlet, for $240m. This gave the company a high-ranking status within the American affiliate market, enabled through several strong product platforms.

Company size: 1000+ employees

Locations: Copenhagen, Fort Lauderdale, Krakow, Łódź, London, Nashville, New York, Niš, Paris, Stockholm, Stoke-on-Trent, Thessaloniki and Vienna


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