Better Collective acquires two US betting brands for $20m

Copenhagen-based affiliate will manage the Vegas Insider and Scores and Odds brands from its Fort Lauderdale office

Better Collective has acquired two leading sports betting sites in the US – Vegas Insider and Scores and Odds – for a combined $20m.

The two brands have provided sports betting information in the US for the last 20 years and amassed more than 15 million unique visits per month during the 2018-19 NFL season, Better Collective said.

The affiliate giant pledged to change the business model of the two sites, from user subscriptions, tips and brand advertising to affiliate marketing and lead generation within sports betting.

According to the European firm, the two sites will start sending traffic to licensed US operators from Q3 this year, while a full technical and commercial overhaul should be completed by H2 2020.

Better Collective will manage the Vegas Insider and Scores and Odds brands via its Florida subsidiary, having recruited 10 new employees to oversee the transition from an office in Fort Lauderdale.


Better Collective CEO Jesper Søgaard

Better Collective CEO Jesper Søgaard said: “With the acquisition of the two mega-brands, Vegas Insider and Scores and Odds, 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.

“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,” added Søgaard.

Better Collective’s share price was up by 4% at the time of writing.

Affiliate marketing | Better Collective | Jesper Søgaard | Marketing | Scores and Odds | US sports betting | Vegas Insider