Better Collective heads home for Danish acquisition
Affiliate firm acquires Xperten Ltd and Xpert Ltd to boost sports betting presence in its native market
Better Collective has strengthened its presence in Denmark after purchasing sports betting affiliate brands Xperten Ltd and Xpert Ltd.
The acquisition will boost affiliate activity in the firm’s native Danish market, where the prominent X brands have built up a loyal user base since being founded in 2006.
The firm said Xperten Ltd and Xpert Ltd will remain involved with the acquired portfolio of sites over the next 12 months as they become integrated into the pre-established working systems for Danish products at Better Collective’s Copenhagen office.
The deal signals Better Collective’s second acquisition of 2018 and tenth in a 12-month period.
Head of M&A at Better Collective Michal Kopec said: “After making a number of international acquisitions it’s a real pleasure to finalise a deal in Better Collective’s home country.
“We have known the sellers for a long time and we know they represent quality and values in perfect alignment with our company.
“We are confident that along with the founders, we can grow the great products in the coming 12 months and beyond,” he added.
Better Collective CEO Jesper Søgaard said: “We have always been strong in the Danish market, but acquiring the activities from Xperten Ltd & Xpert Ltd makes us the unquestionable market leader here in Denmark.
“Our long term M&A strategy has always been to further strengthen our position at the top of the European egaming affiliate market.
“This tenth acquisition is another strong step for us in reaching this goal,” he said.
Xperten Ltd co-founder Søren Kristensen added: “It’s been really great developing and celebrating the achievements of our website portfolio over the past 11 years.
“We’ve always had a good relationship with the team at Better Collective, and we are happy that we are able to hand over our successful products to a group with such a great track record and approach to the industry.”
Better Collective last week reported an annual revenue increase of 51% to €26.3m with the uptick primarily driven by acquisitions which have performed better than expected.