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At, we want to help you decide which online bookies are best to bet with across the year’s biggest sporting events. We’ll highlight the leagues and finals that are worth getting excited about, helping you make an informed decision around the best betting offers, with the aid of some handy customer reviews for good measure. But before delving deeper, you may be wondering exactly who we are, why we do what we do, and even how we make our money.

Who are we? is owned and run by Better Collective, a company that’s been around since 2004, and has grown to become a leading sports betting media group, developing educational platforms within betting and gaming. We started out in Denmark and have expanded into a team of over 750 knowledgeable and passionate individuals, still headquartered in Copenhagen but now based across the world. Our head office can be found at Toldbodgade 12, 1253 Copenhagen K, Denmark. Better Collective are well respected within the industry. We’ve won numerous iGaming rewards over the years, and are ranked number one on EGR’s 2021 Power Affiliate List. Transparency is important to us, and we hope this will give you the confidence to continue using, in the knowledge that you’re in safe hands..

What we do and why we do it

Better Collective’s vision is to empower iGamers by leading the way in transparency and technology, and this applies to all the sites we’re responsible for, including

Our mission

Most online bookmakers offer a variety of promotions and bonus opportunities. While some deals look enticing on the surface, it can be tough to work out which are worth your time and money. We aim to provide all the information needed to help sports bettors like you make the correct choice for your specific betting needs.

Our vision

We want to be informative and transparent, providing a trustworthy and reliable source of information. We’ll detail the best betting offers available, keeping our articles up-to-date. Our reviews are written by objective and experienced bettors. We also want to be collaborative, and love to hear your experiences and feedback on the bookies we write about. It is crucial to find operators you can trust, and our values are:
  • Providing you with reliable bookmaker reviews;
  • Producing in-depth and unbiased reviews of betting offers,
  • Valuing user feedback;
  • Updating our guides, reporting on the latest betting news, and empowering you to make informed decisions about who you bet with and what you’re betting on.

How we achieve our goals and make money

We want to remain free for you. This means we have to generate revenue by other means, and the method we use is affiliate marketing. So, when you click through our pages, place bets and open betting accounts via, we’ll receive a fee directly from them, and with no cost to you. The process is similar to what you’ll find on comparison sites, if you’ve ever looked for holidays, hotels or insurance deals online. In addition to being able to use for free, you’ll also benefit from any exclusive deals we negotiate with our betting partners.

Privacy policy, cookies and responsible gambling

Much of our revenue comes from people like you clicking through from to our recommended bookmakers. As a result, we have to use cookies. We behave ethically at all times, and we won the Safer Gambling initiative of the year at the 2021 iGB Affiliate Awards. For more details, you can access our dedicated “Privacy Policy”, “Terms of Use” and “Cookie Policy” pages.

Responsible gambling

Better Collective views betting and gambling as entertainment. We want visitors to our sites to have a fun and entertaining experience, whilst never losing more than is affordable. Never chase your losses. Betting should never be considered as a way to make money quickly. The same applies to betting offers, so it’s important that you read and understand all the terms and conditions attached to any offer before you attempt to claim it. Gambling can become a habit and can be extremely difficult to stop. If you want to learn more about responsible gambling, or feel you need advice about your gambling habits, we recommend you contact We’ve also co-founded the trade-organisation Responsible Affiliates in Gambling to help raise standards in the sector, particularly in respect of responsible gambling.