Better Collective’s 2025 Annual Report Reveals Its AI-Powered Growth Strategy
Most annual reports are a rear-view mirror. You read them to find out what already happened.
Better Collective’s 2025 report is a bit different, because a good chunk of it is spent on what comes next rather than what’s been and gone.
The financials are there, but around them Co-Founders and Co-CEOs Jesper Søgaard and Christian Kirk Rasmussen lay out where they want the business to go over the coming years. Their focus lands on four things: artificial intelligence, sports media, first-party data and advertising technology. Read between the lines and you get a company that’s outgrowing the label it started with. The affiliate roots are still there, but what’s being built on top is closer to a digital sports media operation that owns its audience, makes its own AI products and sells advertising directly. None of this is brand new, mind you. The group’s recurring revenue has been climbing steadily as the model matures, which tells you the shift has been underway for some time.
And the reach behind it is not small. Better Collective now pulls in more than 112 million monthly unique users, somewhere around 450 million monthly sessions, and 2.7 billion monthly page views across its sports media brands. That’s the kind of audience a media company talks about, not an affiliate funnel, and that difference runs through the whole report.
AI Takes Centre Stage
Søgaard doesn’t treat AI as something to defend against. He calls it the thing that drives the next stage of growth, which is a fairly confident stance to take in a sector where plenty of people are still nervous about what automation does to their model.
On the ground, that means AI is being worked into content, audience insight, day-to-day efficiency and responsible gambling. Playbook, the group’s AI betting assistant, is the clearest signal of where the product roadmap is pointed.
Building A First-Party Data Business
Then there’s FanReach. It’s an audience intelligence platform sitting on authenticated first-party data, and its timing is hard to argue with. With cookies going away and privacy rules tightening, owning verified data on a logged-in audience is a real edge to have.
The company reckons this makes its advertising offer stronger while opening up money that has nothing to do with the old affiliate commission. Put simply, it’s the gap between getting paid per player you send over and getting paid for access to an audience you actually control.
A Broader Digital Media Strategy
Rasmussen keeps coming back to investment. Technology, the organisation itself, operating models that can scale without breaking. Stitch that together with AI, sports media and audience ownership and you’ve got the base the company plans to build on for years, not quarters.
You can see the same intent at board level, where leadership has been reshaped to fit those ambitions, including the appointment of Thomas Plenborg as Board Chair.
For the record, the numbers came in at €337 million in revenue and €102 million EBITDA before special items, with a return to organic revenue growth guided for 2026.
So the point of the whole thing is fairly plain. Better Collective isn’t interested in filing a year and walking away. It’s telling everyone how it intends to compete as iGaming gets more data-driven and more AI-heavy, and it’s putting its money on owned audiences and owned tech being what separates the ones who last from the ones who don’t.
Source: Better Collective
