“ We are not leaving [ affiliation ] behind , we ’ re just building on top ”
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CasinoVerdiener , and started to see some affiliate income , which helped them build out what would become Better Collective as they both studied .
“ Jesper and I have known each other all the way back to high school , so we know what each other is good at and not so good at ,” Rasmussen adds .
“ It ’ s funny because in the early days we also took a personality test and our answers came back as complete opposite , which is great because we can cover the parts that the other needs .
“ We have a really good and respectful relationship and it ’ s one that works really well for us .”
NOT LEAVING THIS PLANET
If there is one thing driving Better Collective right now , it is the push to become the world ’ s leading digital sports media group .
Announced in 2022 , the move represents a strategy change for the traditional sports affiliate . It ’ s fair to say it was unclear to the wider industry what this truly meant in practice . Were we about to see Better Collective slowly pull out of its gaming affiliate positions and concentrate entirely on sports media ?
Rasmussen is quick to put these rumours to bed , explaining that the strategic move instead means a blending of affiliation with sports media . “ We are not leaving anything behind , we ’ re just building on top ,” he explains .
“ We could just see a big opportunity with the audience that we are sitting on within sports betting that could also expand to sports fans .
“ If we continue to grow that audience with sports fans and sports media , we believe we can bring so much value to both the users as well as our partners .” The Better Collective co-founder ’ s relationship with sports runs deep , another
“ We are not leaving [ affiliation ] behind , we ’ re just building on top ”
CHRISTIAN KIRK RASMUSSEN
AFFILIATION
factor in appreciating its strategy change . “ I think it ’ s really important to understand that we are huge sports fans , Jesper and myself . We love everything around sports .
“ I ’ ve been playing sports since I was five years old , same for Jesper , as we played so many games including badminton and football . And then you have to add in that we ’ ve been doing sports betting affiliation for a really long time too .”
The company garners 130 million visits per month across all its brands , giving it a firm understanding of the sports fan audience , a group it is aiming to attract more of with the change in strategy . “ We have a pretty good feeling of where
40 • ISSUE 94 • iGB AFFILIATE LONDON 2024