Better Collective primed for HQ switch to 6,000 sq m Copenhagen office

Better Collective is set to move into a new 6,000 sq m headquarters in Copenhagen which the affiliate giant claims is the “perfect solution” to its growth aspirations.

The company will move from its existing Toldbodgade base, which it has called home for 14 years, to the historical building on Sankt Annæ Plads, a mere 160 metres away from the current HQ.

The switch will happen in August 2023 after Better Collective outgrew its existing hub. The affiliate took over the full building on Toldbodgade in 2017 and following the Covid-19 pandemic,  with staff returning to the office and the business growing in size, the company needed to expand.

EGR understands that Better Collective will lease out some of the 6,000 sq m building to other companies initially, before occcupying the space fully in the future.

Better Collective will also build an on-site content studio at the new headquarters for its sports betting brands to leverage their output.

The HQ will feature several open plan spaces to allow for greater collaboration between teams, with the site also serving as a central hub for company staff visiting from Better Collective’s other global offices.

Speaking to EGR, Better Collective CEO Jesper Søgaard said the transition would allow the affiliate to become a beacon for potential talent to link up with the business.

Søgaard said: “Over the years, we have grown significantly both in financial terms but also in number of employees. After 14 years in our current office, we are simply out of room. In 2023, and especially in tech, a company must not only be able to offer a high salary – it is about much more than that.

“The working environment must be of top class, and this requires a proper physical framework. With our new office, we will create a stronger culture which will help retain our employees. In addition to retaining, the new HQ will also help attract new talent.

“Most of our employees are from the IT industry, and there are many competitive parameters that we have to meet. With this building we lift the physical office needs,” he added.

Touching on the plans for the in-house studio, Søgaard commented: “In line with our strategy of becoming the leading digital sports media group, we are going to build a new, large and well-equipped studio where our sports media team can create high-quality sports content.

“It has been something we wanted to prioritise for a long time but didn’t have the opportunity in the old office on Toldbodgade,” the CEO concluded.

The new Danish HQ comes a few months after Better Collective revealed its new US headquarters located in downtown Manhattan, New York.