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Better Collective strengthens its focus on esports, led by HLTV and FUTBIN

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Better Collective strengthens its focus on esports, led by HLTV and FUTBIN

 

Two of the most influential community platforms in global Esports, HLTV and FUTBIN, position Better Collective for continued growth and deeper fan engagement. From Q2 2025 onwards, Better Collective will report Esports as a stand-alone business segment.

As announced in Better Collective’s Q1 2025 report, the company will begin reporting Esports as a standalone business segment from Q2 2025 results, to be published on August 20, 2025. The move underlines the strategic importance of Esports and follows the company’s new operating model, which now rests on three global business units: Publishing, Paid Media, and Esports.

Since entering Esports in 2020, Better Collective has built a meaningful presence around deeply engaged communities. Separating the segment will provide investors and partners with clearer visibility while allowing product teams to move faster on fan-focused innovation. In 2024, the Esports segment contributed 20 mEUR to Better Collective’s revenue with a strong profitability of 60%.

Jesper Søgaard, Co-Founder & Co-CEO of Better Collective: “We see Esports as a powerful growth engine for Better Collective going forward. With HLTV and FUTBIN, we own two of the most respected and influential community platforms in global Esports, giving us a rare opportunity to serve millions of passionate fans and grow alongside the scene. By establishing Esports as its own segment, we sharpen our strategic focus, increase transparency, and create room to invest even faster in new features, content, and partnerships, so we can unlock the full potential of these communities. Platforms that are deeply embedded in the fabric of Esports are hard to replicate, and we are committed to nurturing them for the long‑term benefit of fans, partners, and shareholders alike.”

Well‑positioned brands with room to grow
HLTV is the world’s leading Counter-Strike media and community platform, drawing around 350 million monthly page views on average, 26 million unique users over the last twelve months, and 1.6 million followers across social channels. Moreover, June was a record month, with 540 million monthly page views. Founded in 2002 and part of Better Collective since 2020, it keeps the CS2 fan base engaged with live matches, breaking news, in-depth statistics, and the definitive world player & team rankings. Engagement runs deep: 95% of users are male, 78% are aged 18-34, about 80% visit at least once a day, and sessions average more than eight minutes – figures that make the brand a premium destination for advertisers.

HLTV’s content ecosystem stretches far beyond the website: Fans tune in for MVP & Player-of-the-Year features, the “HLTV Confirmed” podcast & media studio, the annual HLTV Awards show, and a wildly popular fantasy game that lets users draft rosters for every top tournament. Monetization is driven primarily by direct advertising and sponsorships that capitalise on HLTV’s trusted voice and global reach. Recent initiatives – most notably the expanded annual award show and on-site data enhancements – reflect an ongoing commitment to growing CS2 in partnership with stakeholders, such as the game producer Valve. Importantly, HLTV’s founders remain actively involved and continue to guide product and community strategy within Better Collective.

FUTBIN is the go-to platform for EA Sports FC players – their daily companion for real-time player databases, squad builders, market insights, and gameplay tools. The platform delivers approximately 10 billion impressions per month, 4 billion monthly page views, 160 million monthly visits, more than 20 million unique users each month, and 2.5 million social followers across various channels, holding around an 80% market share in its category. Since joining Better Collective, FUTBIN has migrated to the BC technology stack, resulting in faster performance and a cleaner interface that helps fans move from insight to action quickly. The ongoing rollout of AdVantage, Better Collective’s advertising technology, has already enhanced the ad experience, is expected to lift CPMs, and open more premium partner opportunities. The audience is 95% male, with 18–34 as the core age group (90% of 18+ users are 18-25), and a pronounced Gen Z and Millennial overlap with football fandom. Brand collaborations that align with the cultural intersection of football and gaming perform especially well on the platform. Building on recent product and commercial progress, upcoming priorities include richer creator-led content (podcasts and in-house formats in both long and short form), interactive features that deepen user connection, and a structured content production strategy for global and key regional football markets. Over time, revenue is expected to balance more evenly between premium content partnerships and direct brand deals rather than relying almost exclusively on programmatic ads. Capabilities added through the Playmaker Capital acquisition will support advertisers through this transition, as monetization moves increasingly in-house with a stronger focus on direct sales in core geographies.

The strength of HLTV and FUTBIN not only reinforces Better Collective’s position in the growing Esports industry but also enhances business diversification, positioning Better Collective to benefit from evolving industry trends. Crucially, both platforms reach a gaming-native demographic that is significantly younger than Better Collective’s traditional sports audience – providing Better Collective early access to the “future audience” that will shape digital sports consumption in the coming decade. Both brands already command sizable global audiences – particularly in North America and Europe – and provide multiple levers for future growth. Additionally, strong brand recognition makes these assets attractive within the broader digital sports media advertising landscape.

Affiliate Announcements

Esports Technologies Launches Eaffiliates.com

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Esports Technologies Launches Eaffiliates.com

 

Top Affiliates Are Now Invited to Participate in Customized Commission Plans, with Industry-Leading Esports Odds and Flexible Payment Options Optimizing Conversion and Retention

Esports Technologies, Inc., a leading global provider of award-winning advanced esports wagering products and technologies, announced that the launch of its affiliate platform Eaffiliates.com . Through this program, affiliates could receive a commission based on confirmed deposits and revenue generated. This multi-faceted esports solution combines secure and reliable wagering with industry-leading odds, effective promotions and targeted cross-selling.

Key benefits of Eaffiliates.com include:

Customized commission plans: Eaffiliates.com works with partners to create plans that are precision-tailored to specific wagering verticals, including casino, esports and sports.

Industry-leading esports odds: Parent company Esports Technologies has the quantitative analytics resources to deliver competitive odds with support for multiple markets in 140 jurisdictions.

A thriving ecosystem: Monthly and weekly promotions keep players engaged, while free-to-play opportunities draw new and returning users.

A position of influence: Esports Technologies has forged strategic alliances with cultural icons and brand ambassadors such as Jordan Clarkson and Clinton Sparks that will help convert casual fans.

Michael Holm, Affiliate Director, Esports Technologies, said, “Eaffiliates.com will harness the robust intellectual property of Esports Technologies to offer a best-in-class wagering experience that consistently optimizes conversion and retention, generating maximum revenue for our affiliate partners. We are excited to welcome affiliate partners from all over the world, and we look forward to working with them in a way that’s mutually beneficial.”

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Affiliate Announcements

Real Luck Group Ltd. Announces Luckbox’s Launch of Affiliate Programme with Paysafe’s Income Access

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Paysafe’s Income Access wins ‘Best Tech for Affiliates’ 2022 iGB Affiliate Award

 

Real Luck Group Ltd. and its subsidiary companies doing business as “Luckbox” (the “Group”), a leading provider of legal, real money esports betting, today announced the launch of its new affiliate programme with Income Access, Paysafe Group’s marketing technology and services provider.

The Luckbox betting platform is designed for passionate esports fans, who can enjoy a wide range of markets on all major esports with live streams of popular games such as CS:GO, Dota 2, League of Legends, FIFA and NBA2K. Luckbox also offers wagering on more than 100 sports, including football, basketball, hockey, soccer and tennis. Luckbox’s affiliate programme launch will see the brand leverage the Income Access platform’s robust reporting features to make data-based marketing decisions to more effectively promote its products.

Luckbox, which is part of Real Luck Group Ltd, will also leverage the Income Access Network, which provides access to qualified advertising partners as well as content marketing support. In addition, the programme launch follows the announcement that Luckbox has integrated Paysafe’s Skrill and NETELLER payment options, making its products even more accessible for customers.

To complement the comprehensive product offering, affiliates will also promote a variety of player promotions, including event-specific free bet opportunities, combo bet cash back offers and other initiatives to attract new players and encourage customer loyalty.

Affiliates will also have access to a support team providing guidance and delivering strategic creative assets to drive customer engagement.

Quentin Martin, CEO at Luckbox, said: “We are delighted to formally launch our affiliate programme and know that the Income Access platform will introduce Luckbox to thousands of players.

“Affiliate marketing is a proven, cost-effective channel in the igaming industry and, as a leading name in the esports betting industry, we will work to ensure our affiliate programme is also the best in the business, both for our partners and our players. We look forward to working with Income Access, the existing network and new affiliates as we rapidly scale our customer acquisition efforts throughout 2021.”

Tara Wilson, Chief Operating Officer at Income Access, Paysafe Group, said: “We’ve been eagerly anticipating the launch of the Luckbox affiliate programme and are excited to see our platform and full suite of services drive the brand’s growth. By bringing together our comprehensive affiliate solution with Luckbox’s array of exciting products, we know this partnership is poised for long-term success.”

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