iGB-Affiliate-Monitor_OCTOBER-2021 | Page 14

Affiliate Monitor Company-by-company review : Better Collective

Chart 4 : Better Collective quarterly NDCs Q319-Q221

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Source : Company reports that we should view the early states as mature states .”

BACK IN THE OLD WORLD

While the US is clearly the most exciting area for Better Collective , it is back in Europe where the company still makes the majority of its revenues . Yet , despite seeing a 22 % year-on-year increase in revenues to € 12.7m , Better Collective is suffering the same regulatory pressures that are making life difficult for its betting and gaming partners . In the UK the company said the regulatory pressures now being imposed had a particular impact on the company ’ s paid media division .

“ We have seen a few headwinds ,” said Søgaard . “ We experienced a customer in the UK that due to regulatory effects had to reduce their spend with us . At the same time , we are also managing from the margin perspective to control short-term margin . That ’ s the balance we are striking ; so we removed the foot a bit from the gas pedal . But in July we think we are reaping from the momentum .”

But it is Germany where Better Collective said the new regulatory rules were having the biggest impact on the company . As it stands , the new rules appear not to permit revenue share in any form and Søgaard said it was “ important to understand there is a big change in the way we can monetise .”

“ On new players [ we ] are not able to work on revenue share so that has been shifted to CPA and we are still discussing how to build partnerships that are more tied to performance . But from a traffic perspective , the numbers are still strong with strong rankings .

In terms of what we can offer partners , it is still great .”

The company is also looking for growth elsewhere in Europe with the market opening in the Netherlands in October attracting comment . “ There will be a land grab and we are doing our utmost to be ready with products and services and we view it as a big opportunity for Better Collective ,” Søgaard said .

No surprise , given these comments , that in late September Better Collective should have made a further buyout foray with the € 5.9m acquisition of the websites Soccernews . nl , one of the most visited Dutch online sports media sites , and Voetbalwedden . net . The company said the two sites were a “ strategic move that will establish Better Collective with a leading position in the Dutch online sports betting market .” iGB Market Monitor