Better Collective is a leading digital sports media group that develops educational platforms within the iGaming industry. It was founded in 2004 and listed on the Nasdaq OMX Nordic Exchange Stockholm AB in 2018. The majority of Better Collective's revenue is generated through affiliate marketing. Better Collective facilitates single affiliate journeys; when users arrive at a Better Collective platform and activate an affiliate link in order to sign up with a partnerning operator, Better Collective earns an affiliate commission. The type of comission varies and can be based either on revenue share or by getting a single Cost Per Acquisition (CPA) fee. In some cases the comission can be a mixture of both. Currently, Better Collective operates through two business segments, publishing and paid media. Its publishing segment hosts platforms designed to improve the igaming experience by creating communities, comparing odds, facilitating the sharing of analysis and tips, providing educational content, and more. Better Collective generates revenue from referral fees when users are directed from its platforms to betting operators’ sites. Betting operators pay Better Collective when users bet and sign up to their platforms. Better Collective's paid media segment focuses on lead generation for igaming and was initiated via the acquisition of Atemi Group in 2020. The segment relies on paid media and social media advertising to bring customers to the platforms of its fee-paying betting operator clients.