Better Collective teams up with NJ Advance Media

Better Collective enters strategic partnership with NJ Advance Media

Better Collective has launched a partnership division and signed an agreement with NJ Advance Media LCC to deliver its innovative technology and content for sports betting and casino on www.nj.com.

Better Collective, the world’s leading developer of digital platforms for bookmaker information, iGaming communities and betting tips, is joining forces with NJ Advance Media LCC to bring the best in sports betting and casino content to New Jersey’s largest news site, www.nj.com.

The strategic partnership, which will be co-branded with Better Collective’s flagship product, www.bettingexpert.com, includes Better Collective delivering its innovative technology and content for sports betting and casino to educate and empower the New Jersey audience of online bettors and help them navigate in a market of rapid growth. In the first year, where New Jersey allowed online gambling, effective as of September 2018, the total revenue for online gambling in the state was $277m.

The collaboration provides Better Collective with an additional marketing channel to market, operate, and manage customer contacts to the betting and casino operators holding New Jersey betting licenses. The details of the financial terms of the partnership remain undisclosed. However, NJ Advance Media LCC will receive a fixed license payment and all future revenue generated in the partnership will be split between the parties balanced in favour of Better Collective.

Jesper Søgaard, CEO of Better Collective: “We aim to make sports betting and gambling entertaining, transparent and fair, and a partnership with a big brand like NJ Advance Media LCC and nj.com, which is clearly the go-to site for news and entertainment in New Jersey, allows us to empower millions of American online bettors, which is one of our key objectives.  This innovative partnership – in my mind – very well illustrates the future of the fierce media market. I think we will see more partnerships like this, and we will definitely be able to really benefit from each other’s expertise. I am proud that NJ Advance Media LCC has chosen us to assist them in developing their business”.

Danny Ortiz, VP of Strategy and Innovation at NJ Advance Media LCC: “We are excited about our new partnership with Better Collective and the value it will provide our readers. As online gaming becomes more prevalent in New Jersey, it was important for us to partner with someone whose core values align with ours. Better Collective was the clear choice because of their proven responsibility to journalistic standards, compliance and their commitment to fighting gambling addiction. We look forward to a long-standing partnership.”

In connection with the transaction, Better Collective has established an office in New York. The partnership is the first of its kind set up by Better Collective. The media partnership division will be headed by former editor in chief of Metroxpress Denmark, Simon Hovmand-Stilling, who joined Better Collective late 2018 as Director Group Media Sites.