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Affiliate Monitor Escape velocity
“ At the time of the IPO , BC was ‘ Google dependent ’, with about 60 % of its traffic stemming from organic search results . That is now down to 35 %” mentioned ), which generated around half of all revenues . As Søgaard was keen to add , while the customer in question is “ still a very big customer ” it is now down to around 20 % of all revenues .
Lastly , the company has also moved away from purely affiliaterelated revenues to a broader base of revenues with advertising and subscriptions now added to the mix . “ We are diversifying and finding new ways of driving revenue ,” he added . “ That is now a toolbox .”
That diversification is very much part of the plans for 2023 , with investment in the adtech platform one of four priorities for the year alongside the further push into Latin America , the consolidation of the North American business and , as Søgaard put it , “ investing in synergies across the group and adopting best practice ”.
That adtech push provides one of the great unanswerable questions from Better Collective ’ s presentation , namely how much that move might be worth . Citing potential advertising partners as Coca-Cola , Red Bull and Mastercard ( which Better Collective is already working with ), Søgaard noted he doesn ’ t “ dare put a number ” what it might mean for Better Collective when it “ ventures into the media side of sport too ”.
Where specifically Better Collective will be heading in operational terms , a slide in the presentation gave some guidance . The core focus is media partnerships , sports data and sports betting communities as well as , obviously , sports tips , sports news and game analysis .
Meanwhile , the increasing focus is in areas such as apps , social media communities and multimedia efforts in podcasts and video content . The blue-sky opportunities include local sports media , esports , broadcasting , esports and live scores .
PERCEPTION IS ALL
None of this means Better Collective is leaving behind the gaming affiliate space . It still accounts for the bulk of its revenues , which in 2022 amounted to € 269m while Q4 revenues came in at € 86.1m . “ The vast majority of its revenue is derived from gambling , not advertising or subscriptions , so it can ’ t be classed as a media business ,” as one affiliate sector source put it .
iGB Affiliate Monitor April 2023