Better Collective acquires US sports betting brands

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The leading sports betting affiliate has acquired two of the leading sports betting websites in the US.

Better Collective has acquired two sports betting brands in the United States: and

US.- Better Collective has completed the acquisition of the assets of Florida based and for a total transaction price of US$20 million to be paid in cash through a wholly-owned US subsidiary.

The leading sports betting affiliate has acquired two of the leading sports betting websites in the United States. The brands have been market leading within sports betting information for more than 20 years and are expected to become market leading affiliate websites in those states where online sports betting is available. During the National Football League (NFL) 2018/2019 season, the two websites generated more than 15 million unique visits per month.

With the aim of empowering sports bettors worldwide, 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).

“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 webportals have the potential to become the largest revenue generating assets within Better Collective within the coming years. Furthermore, 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,” said Jesper Søgaard, CEO and co-founder.

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