Better Collective has acquired sports betting brand AceOdds for €42 million ($45.6 million) in an effort to become the “leading digital sports media group” in the United Kingdom.
AceOdds started off as a betting calculator in 2008 but has grown to deliver a selection of betting tools, odds, reviews and streaming schedules through its online and mobile platforms, including a dedicated app.
Through the partnership, Better Collective aims to invest in product enhancements and grow AceOdds’ audience with its SEO competencies. The AceOdds app will supply zero- and first-party data for the U.K. market, helping with segmentation and targeting on Better Collective’s AdTech platform, AdVantage.
“I am thrilled to announce the addition of AceOdds to the Better Collective group. This strategic acquisition brings us a robust owned and operated sports betting media brand in the U.K. market, poised for global scalability,” said Ian Bowden, Better Collective senior director for United Kingdom and Ireland. “Aligned perfectly with Better Collective’s overarching strategy of acquiring leading sports media brands across various niches, the AceOdds brand fills a crucial gap by offering a vital sports betting affiliation brand in a pivotal growth market for the Better Collective group, along with an app benefiting from hundreds of thousands installs to further increase the reach we can provide our partners.”
After the acquisition, Better Collective has updated its 2024 financial targets, predicting growth of 21 to 30 percent and revenue between €395 million and €425 million ($429.2 million to $461.8 million), up from the original predictions of €390 million to €420 million.
Better Collective is headquartered in Copenhagen, Denmark, and has a vast portfolio of digital sports media brands, including HLTV, Betarades, Playmaker H1, VegasInsider and Soccernews.
