Digital sports media company Better Collective is leaning heavily into creating prediction markets content and media, reflecting the event contract trading verticals’ rapid expansion in the U.S.
The company announced on Thursday that it will strategically roll out prediction market-focused products to specifically target the rapidly growing American user base, as it looks to position itself at the forefront of the category.
It intends to offer a large quantity of prediction markets news, analysis and insights across sports, politics, culture and entertainment, as well as social-first video and educational content that it said will be designed to help audiences understand and navigate the vertical.
Its key brands in the U.S. such as VegasInsider and Action Network will host dedicated prediction market editorial hubs; the latter of those two brands will serve as the central destination for the prediction market content and media. Better Collective will also develop a dedicated site that is built to rank across prediction market keywords, drive incremental traffic, and create commercial opportunities.
“Prediction markets increase our total addressable market significantly in the U.S. and represent a natural extension of how people engage with information, probabilities and future events,” said the company’s Co-Chief Executive Officer Jesper Søgaard. “At Better Collective, we have spent more than two decades building platforms that help users understand outcomes, make informed decisions and engage with sports and other cultural moments.
“With our audience reach, data capabilities and strong media brands, we are uniquely positioned to connect, inform, and entertain millions of users within this emerging category.”
Better Collective reports audience demand
Better Collective added that it has already established strategic brand awareness partnerships with leading prediction market operators. The Danish company said that it has seen “strong signals” among its existing audience that users are increasingly looking to engage in what it called “event-based probability content”.
“This audience represents a highly attractive segment for prediction market operators seeking to acquire informed and high-intent users,” added the firm.
It also intends to leverage its AI capabilities, including its betting solution Playbook, to offer online and mobile app integrations including direct links to pre-built event contracts, as well as real-time social and community products such as prediction market alerts on X. Playbook already allows Better Collective to provide X users with AI-generated pre-filled bet slips linking to partner sportsbooks; now, it will begin doing the same for prediction market platforms.
Operational shift comes amid leadership changes
The prediction markets move is the latest operational shift from Better Collective after it announced numerous new leadership changes and lowered its financial expectations following a significant downsizing in North America in late 2024 that saw more than 300 employees laid off.
Last year, the company’s North America CEO Marc Pedersen left his role after a restructuring that saw former Chief Operating Officer Christian Kirk Rasmussen join Søgaard as co-CEO. Then, just a few weeks ago, the company announced that it will elect a new chair as Jens Bager will step down from the role after nearly a decade leading the board of directors.
That news about Bager came days after Better Collective leadership reported a slight 2% year-over-year decrease in Q4 revenue, as well as a 9% decrease in revenue for the full 2025 calendar year. However, the company posted its highest-ever quarterly EBITDA before special items, at €37m (approximately $43m).
