Better Collective, the developer of digital platforms for bookmaker information, igaming communities, and betting tips, has acquired 60% of the shares in Rical LLC (RotoGrinders), the operator of news and information portals,,,, and, for $21m.

The company also confirmed that between 2022 and 2024 it will acquire the remaining 40% of the shares at a valuation based upon an EBITDA multiple between 5x and 10x. The valuation, it noted, will be determined by the future growth and profitability of RotoGrinders and Better Collective’s other business in the US.

Founded in 2009 and headquartered in Nashville, Tennessee, RotoGrinders owns a network of platforms for sports betting and daily fantasy sports (DFS) in the US, including the above mentioned websites.

In 2018, the group generated revenue of circa $8m. Historically it has concentrated its efforts on DFS. However, with the changing regulation in the US market since 2018, the business focus has increasingly been directed towards affiliation to sports betting and other online gambling. Combined with Better Collective’s current business, the total (annualized) revenue from the US market is expected to exceed $10m in 2019.

The remaining 40% of the shares in RotoGrinders are held by the company’s three founders and certain key employees. The three founders will continue managing the daily business of RotoGrinders.

In a statement, Better Collective said that its presence and existing activities in the US market will be boosted by the acquisition of RotoGrinders which will remain headquartered in Nashville, and be the center for operating US focused products and business. Additionally, Better Collective USA Inc has opened a New York office which will coordinate all stateside activities, including sales and marketing activities. The firm will be managed by VP of Business Development and Sales, Marc Pedersen.

CEO Jesper Søgaard commented: “Since PASPA was repealed by the US Supreme Court last year, we have carefully evaluated how best to establish Better Collective in the growing US market. We have assessed various acquisition opportunities, searching for access to strong products and dedicated people with insight into this market. We strongly believe that we found exactly that in RotoGrinders, where we see a strong and dedicated management team and talented employees.

“Management and key employees remain shareholders in RotoGrinders for the coming years, in which the US market is expected to unfold, whereby management and key employees on the one side and Better Collective on the other to a large extent share the potential risks and upside. We are truly excited about this opportunity.”

Calvin Spears, CEO and Co-Founder of RotoGrinders, added: “Joining the Better Collective group will help us fully realize the potential we’ve created with the RotoGrinders network. Regulated online sports betting will create an enormous affiliate marketing opportunity in the US. We feel Better Collective is the perfect partner for us as this opportunity unfolds. The experience, resources, and technology they’ve built up over the past 15 years in European sports betting will prove incredibly valuable here. Our combined goal is to be the largest US sports betting affiliate and we’re in a great position to make it happen.”