Affiliate Announcements
Better Collective expands in Denmark

Better Collective has acquired all the Danish affiliate activities from Xperten Ltd and Xpert Ltd, including the SpilXperten.com brand, establishing their position as the leading iGaming affiliate in Denmark.
April 4th, 2018 – Better Collective, the world’s leading developer of digital platforms for bookmaker information, iGaming communities, and betting tips, has strengthened its foothold on their home turf, by acquiring the Danish affiliate activities from the companies Xperten Ltd and Xpert Ltd. This is their second acquisition this year, and the tenth acquisition within a 12-month period.
Home field advantage
The acquisition is reaffirming Better Collective’s position as the market leader in Denmark. Founded in 2006, Xperten Ltd, and later Xpert Ltd, have built up a portfolio with prominent Danish brands, including SpilXperten.com, which has developed a loyal user base since it began more than 10 years ago .
The acquisition fits perfectly with Better Collective’s long term strategy. Better Collective has always preferred to build strong positions within well-regulated and established European markets. Regulated markets offer more long term stability, as well as a healthier marketplace, with more legislative structure in relation to how to approach affiliate marketing from a compliance perspective.
Over the next twelve months, Xperten Ltd and Xpert Ltd will remain involved with the acquired portfolio of sites as they become integrated into the pre-established working systems for Danish products and sites at Better Collective’s Copenhagen office.
Michal Kopec, Head of M&A at Better Collective: “After making a number of international acquisitions it’s a real pleasure to finalize 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 Better Collective. We are confident that we along with the founders can grow the great products in the coming 12 months, and beyond”
Jesper Søgaard, CEO & Co-Founder at Better Collective: “We have always been strong in the Danish market, but acquiring the Danish 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 iGaming affiliate market. This tenth acquisition is another strong step for us in reaching this goal.”
Søren Kristensen, co-founder at Xperten Ltd & Xpert Ltd: “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’s vision is to empower iGamers through transparency and technology—this is what has made them the world’s leading developer of digital platforms for betting tips, bookmaker information and iGaming communities. Better Collective’s portfolio includes more than 2,000+ websites and products. This includes bettingexpert.com, the trusted home of tips from expert tipsters and in depth betting theory and SmartBets, the odds comparison platform made personal.
Affiliate Announcements
XSOLLA PARTNER NETWORK ENHANCES DEVELOPER AND CREATOR EXPERIENCE IN MARKETING WITH NEW FEATURES AND DATA INSIGHTS

Xsolla, a leading global video game commerce company, introduces significant updates to the Xsolla Partner Network, an advanced affiliate marketing engine designed to connect game developers with content creators. These updates enhance the experience for both developers and creators by introducing new interaction tools, expanded data accessibility, and deeper integrations with the Xsolla Rainmaker platform.
The growing influence of content creators on platforms like YouTube, Twitch, and TikTok has reshaped game marketing strategies. Developers increasingly seek streamlined ways to discover, manage, and measure creator partnerships. The Xsolla Partner Network addresses this demand by providing an all-in-one solution for creating and scaling performance-based campaigns, now with added tools to enhance usability and campaign success.
New Xsolla Partner Network updates significantly benefit developers and creators, enhancing their ability to collaborate effectively and succeed in their goals.
For developers, the platform now offers:
- Enhanced search functionality to discover, compare, and invite creators who best align with campaign goals
- Detailed creator profiles with insights such as concurrent viewer metrics, games played, and campaign performance, enabling developers to make informed decisions
- Integration with Xsolla Rainmaker data from Twitch and YouTube Gaming, providing robust analytics like streamer views, follower counts, and game-specific performance data for data-driven decision-making
- Streamlined collaboration tools, including direct distribution of promo codes, tracking links, and game keys
- A flexible revenue share model, allowing developers to set customizable commission rates for creators driving successful transactions
Creators gain access to a comprehensive creator toolkit designed to simplify campaign management and accelerate growth. The redesigned interface provides intuitive tools and features that make managing campaigns, engaging audiences, and enhancing content creation easier. By removing the 50-subscriber minimum threshold, the platform is now accessible to micro creators, enabling them to kickstart their careers.
Additional features for creators include:
- Real-time performance tracking, offering insights into campaign results.
- User-friendly account navigation, simplifying platform usage.
- Opportunities to partner directly with game developers, helping creators grow their audience and monetize their work by driving sales for games and in-game content featured at Xsolla Mall.
- Creator sites at Xsolla Mall enable creators to resell digital content, showcase campaign details, collect donations, and share links to all social media platforms to increase visibility.
- Overlays, providing game-branded promotional graphics and animations for live streams to boost engagement and drive awareness.
- Chatbot is designed to share tracking links and promo codes in real-time chats during gameplay, reward viewers, and engage the community.
With these updates, the Xsolla Partner Network empowers developers and creators to collaborate seamlessly, unlocking new opportunities for success in the evolving landscape of game marketing.
“The Xsolla Partner Network has always been a powerful tool for developers to grow their games and for creators to monetize their passion,” said Chris Hewish, Chief Strategy Officer at Xsolla. “With these new features, we enable seamless collaboration between developers and creators, ensuring both can achieve their goals more effectively.”
Affiliate Announcements
QMRA Recognition by Google & Meta in Denmark – A Milestone for Compliance
QMRA has now been active for nearly a year, and we are proud to have welcomed many members who share our commitment to responsible affiliation. We continue to work towards becoming the leading compliance indicator for international affiliates.
Beyond compliance, we are expanding our efforts into advocacy. For example, in Finland, we have launched lobbying initiatives as the government considers restricting affiliate activities.
Most importantly, several QMRA members are actively seeking advertising licenses from Google and Meta in various jurisdictions. We are pleased to confirm that in Denmark, both platforms have recognized QMRA membership as a decisive factor in granting these licenses. This information has been directly communicated to us by our members.
This is a significant milestone for QMRA. It confirms that our compliance checks and the presence of the QMRA quality mark on an iGaming affiliate website are taken seriously by key industry players. Additionally, we know that in other markets, QMRA membership is already being considered in similar assessments.
We will continue to strengthen our position and expand our influence. Thank you for your continued support in upholding responsible affiliation standards.
Affiliate Announcements
711 Renews its Partnership with NetRefer as its Affiliate Marketing Platform Provider

Leading Dutch online casino 711 has renewed its partnership with NetRefer, a data-driven, AI-powered, affiliate marketing platform provider engineered for the iGaming industry.
The family business, started as Carousel Casino Games and founded in 1994 in Belgium, began as a land-based casino chain before expanding into an online casino in 2012. A decade later, in 2022, they entered the Dutch online gaming market as 711 BV, with NetRefer as their Affiliate Marketing partner.
Despite being a new operator, 711 brings over 30 years of experience in the Belgian gaming market and, in two years, has expanded its portfolio, partnering with major game providers like Pragmatic Play and Evolution.
With a diverse game selection that follows the latest gaming trends, attractive promotions, high winning odds, and fast payouts, 711 prioritises player satisfaction and delivers a seamless gaming experience.
They pride themselves on operating under strict regulations and undergo regular external audits to ensure a secure player experience. They emphasise responsible gaming, offering tools and information for player well-being.
Johan Mostert, Affiliate Manager at 711, stated: “NetRefer is known for its innovation and forward-thinking. Their comprehensive, customisable platform – through impressive add-ons – has streamlined our affiliate marketing, making the past two years an excellent partnership. We’re excited for what’s ahead.”
Amanda Camenzuli, NetRefer’s Manager of Account Management, shared: “711 is a dynamic operator in the Dutch market, and their attitude, enthusiasm, and work ethic make this renewal both exciting and rewarding. We at NetRefer look forward to what’s to come in this continued partnership.”
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