Annual  
report 2021  
Market leading digital sports media  
group connecting sports enthusiastic  
bettors with betting operators through  
innovative technologies and trusted  
digital media products  
Better Collective A/SꢀꢀCVR no. 27 65 29 13  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective  
2
Building BC  
Since its inception in 2004, Better  
Collective has experienced a rich  
history transforming the company  
from a two-man project to an  
international organisation with  
+750 employees, 16 international  
offices, and more than 70 million  
monthly visits across websites all  
while maintaining its visionary  
and entrepreneurial spirit.  
In 2002, the Danish high school friends Jesper  
Søgaard and Christian Kirk Rasmussen took a sab-  
batical in Germany where a shared passion for iGa-  
ming made them establish the website CasinoVer-  
diener. The website, whose purpose was to support  
iGamers by providing knowledge and insight on  
bookmakers’ bonus structures, distinctively ful-  
filled a market need and quickly became popular.  
While gaining success with the German endeavour,  
Jesper and Christian went on to establish Better  
Collective A/S in 2004 - an iGaming universe built  
upon products delivering educational tools and  
iGaming content.  
In 2006, Better Collective made its first of many  
acquisitions and took ownership of Bettingexpert.  
With this acquisition, sports betting became the  
main focus of Better Collective. The site hastily  
became Better Collective’s flagship product, and  
to this day, remains the biggest social network for  
sports betting tipsters across the world. From here  
onwards the company grew at an increasing pace.  
In 2011, Better Collective earned its first “Gazelle”  
award as a testament to the rapid growth and went  
on to the ninth consecutive Gazelle Award in 2019.  
Collective physically moved beyond its Danish bor-  
ders and established an office in Nis, Serbia. Since  
then, Better Collective has established 16 offices,  
most of which are from acquisitions, while Better  
Collective currently counts +750 employees, and  
offers products and content in more than 30  
languages. Throughout the years, the iGaming  
industry has matured and in 2017 Better Collective  
became a key player in the consolidation of the  
industry through its M&A strategy. In 2018, this  
strategy also laid the cornerstone in the decision to  
IPO the company on the Nasdaq Stockholm – the  
hub for listed iGaming companies in Europe. To  
further cultivate a strong growth path, Better  
Collective intensively started to invest in the US  
market through acquisitions of multiple US mega  
brands during 2019.  
Presently, 17 years after its foundation, Jesper,  
as the CEO, and Christian, as the COO, contin-  
ue their deep engagement in Better Collective.  
A few years back, the duo also decided to invest in  
and share their insights with start-ups through the  
co-founded venture fund, Dreamcraft Ventures.  
To execute  
a
more global vision for Better  
Christian Kirk Rasmussen  
Co-founder & COO  
Jesper Søgaard  
Co-founder & CEO  
Collective, 2016 became the year that Better  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective  
3
Find out more:  
Contents  
Sustainability  
Report 2021  
Statements  
Management review  
Introduction  
46 Statement by management  
47 Independent Auditors’ Report  
5
6
7
9
Who we are  
What we do  
CEO and Chair letter  
Highlights 2021  
Sustainability Report 2021  
Market leading digital sports media group connecting sports  
enthusiastic bettors with betting operators through innovative  
technologies and trusted digital media products  
7ꢀCEO & Chair letter  
18ꢀUS growth  
Financial statements  
Better Collective A/SꢀꢀCVR no. 27 65 29 13  
Group  
11 Financial highlights 2021  
12 Financial highlights and key ratios  
52 Statement of profit and loss  
52 Statement of comprehensive income  
53 Balance sheet  
54 Statement of changes in equity  
55 Cash flow statement  
57 Notes  
Remuneration  
Report 2021  
Strategy  
14 Building a digital sports media group  
16 Strategic focus areas  
17 US growth  
18 Megatrends driving growth  
19 Our business areas  
20 Business review  
Parent company  
Remuneration Report 2021  
Better Collective A/SꢀꢀCVR no. 27 65 29 13  
91 Statement of profit and loss  
91 Statement of comprehensive income  
92 Balance sheet  
93 Statement of changes in equity  
94 Cash flow statement  
95 Notes  
21 Financial performance  
24 Financial targets  
4
Men  
Gender  
balance  
Corporate matters  
26 Corporate Governance Report  
35 Key risk factors  
36 Board of Directors  
38 Executive Management  
39 Shareholder information  
41 Sustainability  
2
Women  
Follow us:  
Other  
Facebook  
Instagram  
Twitter  
41ꢀESG  
LinkedIn  
109 Definitions  
109 Alternative performance measures  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
4
Introduction  
5
Who we are  
6
What we do  
7
9
CEO and Chair letter  
Highlights 2021  
11  
12  
Financial highlights 2021  
Financial highlights and key ratios  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
5
Better Collective’s locations  
Who we are  
Better Collective is a leading digital sports media group
within the iGaming industry. Through our products we
aim to make sports entertainment, more engaging, fun,
and transparent for the global network of online bettors.
North America  
Fort Lauderdale  
Nashville  
Europe  
Amsterdam  
Belgrade  
Copenhagen HQ  
Groningen  
Krakow  
London  
NiŠ  
Paris  
Stockholm  
Stoke-on-trent  
Thessaloniki  
Vienna  
2004 750+  
Lisbon  
Lodz  
Founded  
Employees  
Responsible betting & sustainable practices  
2018 >42%  
Listed on Nasdaq Stockholm  
(STO:BETCO)  
Shares owned by founders  
and management  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
6
Betting  
knowledge  
Sign up  
offers  
What we do  
Betting  
tips  
Traffic generation  
Better  
Collective  
Qualified traffic  
= higher value  
Paid  
media  
Revenue  
streams  
Customers  
Revenue  
Share  
38%  
Media  
partnerships  
Users  
Customer signs  
up and bets  
Sports data tips Bonus  
Offers Live Betting  
Organic  
search  
Subscription  
7%  
Revenue  
CPA  
45%  
Better Collective is a leading digital sports media  
group that connects sports enthusiastic bettors with  
betting operators through innovative technologies  
and trusted digital products centred on education-  
al, transparent, and responsible sports betting con-  
tent. We see it as our purpose to empower online  
bettors by creating a more fair, entertaining and safer  
betting experience in a growing and more complex  
entertainment industry. This is why our products  
cover more than 30 languages and attract millions  
of users worldwide. At our websites users can get  
access to educational content around sports bet-  
ting, compare odds and bookmakers, while they  
can also share analysis, tips and the excitement  
when their favourite team or athlete competes.  
On the one hand we aid users to navigate safely among  
bookmakers that match their individual needs, and on  
the other hand we also provide leading online book-  
makers with targeted user acquisition and engagement.  
These operations make Better Collective an important  
and integral part of the evolving iGaming universe.  
Other  
Income  
10%  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
7
CEO & Chair letter  
A word to our  
shareholders  
I am pleased with the  
strong breakthroughs  
in the US market and in  
the media partnerships.  
Both operations have  
become cornerstones  
in our sports betting  
media group strategy”  
A year of solid growth, a momentous  
breakthrough in the US, and the  
acceleration of media partnership.  
2021 marks a year of solid growth, as we record all time  
highs in revenue, earnings and customers sent to our  
partners. While we are still somewhat affected by the  
COVID-19 pandemic, we have largely managed to get  
the business back on track the past year - though, we  
continue to operate the business partly from our home  
offices. By the end of 2021, we experienced a serious  
breakthrough in the US market, particularly for the Ac-  
tion Network, and for our new strategic business leg;  
the media partnerships. All of this has accelerated into  
the new year, where the month of January marked the  
much awaited opening of online sports betting in the  
state of New York, which resulted in an unprecedented  
business performance.  
Jens Bager  
Chair of the board  
gin of 32%. Considering the short term dampening ef-  
fect on revenue and earnings from the large number of  
NDCs sent in the second half of 2021, combined with  
low sports win margins in the same period, this year’s  
performance makes us particularly satisfied.  
The COVID-19 pandemic’s decreasing  
impact on Better Collective  
Following the significant downturn in 2020 where the  
COVID-19 pandemic put a halt to major sports events and  
thereby also online sports betting, 2021 was to a large ex-  
tent back on track with many big sports events that again  
allowed fans and spectators to meet at the stadiums to  
enjoy the games.  
For the full year 2021, we delivered an annual growth of  
94% of which 29% was organic, along with a record high  
number of New Depositing Customers (NDCs), double  
the level of the year 2020. We increased our EBITDA  
(before special items) by 46%, reaching an EBITDA-mar-  
Jesper Søgaard  
Co-founder & CEO  
Jens Bager  
Chair of the board  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
8
M&A builds market leadership  
prime results following the start of the NFL season, and  
in Q4 our US revenue reached 20 mEUR or almost 40%  
of the total Group revenue. For the full year 2022, we  
expect revenues above 100 mUSD (91 mEUR) from our  
US business.  
ships with big online media around the world, recently  
resulting in a partnership with the New York Post en-  
tered in January 2022.  
in the US  
On May 3, 2021, we signed an agreement to acquire the  
Action Network, a premium sports betting media plat-  
form. We consider the Action Network to be the abso-  
lute best and most complete product in the US market,  
and we were thrilled to welcome Action Network and its  
employees to Better Collective. The acquisition, which  
was the largest in Better Collective’s history, gave us a  
leading position within sports betting media in the US,  
and created a strong foundation for benefitting from  
the continuous regulation of the US betting market.  
Our M&A-pipeline is  
Uncertainty in the world  
As we write this report, we follow the situation in  
Ukraine closely. We are deeply saddened by the events.  
While the current situation has no significant impact on  
our business, we have a number of employees who have  
personal ties to the region and with whom we share our  
deepest sympathies. With this uncertainty in the world,  
circumstances may change, including market changes  
beyond our control.  
strong and we see the  
Shaping a sustainable business  
opportunity to keep  
building our position  
in key markets”  
For the iGaming industry to be sustainable, responsi-  
ble gambling needs to be at the top of the agenda and  
embedded into our business operations. In the begin-  
ning of 2021, we dedicated resources to responsible  
gambling by significantly increasing our investment  
in Mindway AI, which specialises in innovative and ad-  
vanced software solutions for the identification of at-  
risk gambling and problem gambling behaviour. We are  
very proud that we have played a role in bringing Mind-  
way AI’s software solutions from academic research  
into commercial products that are now being sold to  
operators around the world.  
Jesper Søgaard  
M&A continues to shape our business and performance  
as we strive to become the leading sports betting ag-  
gregator in the world. With 25 completede acquisitions,  
we believe that we have the right setup for acquiring  
and integrating companies. We continue to have a  
strong M&A-pipeline as we see many opportunities to  
keep building our position in key markets.  
Co-founder & CEO  
We rely on our people  
We want to thank everyone at Better Collective for their  
dedicated effort and contributions to our success. We  
had a prosperous 2021, and our employees persistently  
delivered an outstanding performance during the year.  
We would also like to thank all our business partners,  
operators, users, shareholders and other partners that  
all together constitute an ever developing strong net-  
work.  
Sports and business performance  
speeding up in the US  
Breakthrough for our media  
partnerships  
We remain highly dedicated to taking part in the emerg-  
ing US market, where more and more states are opening  
up for online gambling, either just sports betting or also  
online casino games. The US market is already the single  
biggest market for Better Collective and is approaching  
the same profitability as our European publishing busi-  
ness. We have established ourselves with strong Amer-  
ican sports betting brands, including the recently ac-  
quired Action Network. Since the time of consolidation,  
the Action Network has been growing its audience sig-  
nificantly and has persistently delivered strong results  
across all main KPIs. Overall, our US business delivered  
In 2019, we signed two media partnerships with The  
Telegraph, in the UK, and with nj.com in New Jersey,  
the first-to-regulate state in the US. In 2021, we saw a  
real breakthrough as the partnerships delivered high  
numbers of NDCs. We are very pleased to see that our  
strategy and efforts have paid off, and we truly believe  
that Better Collective has a unique set of competenc-  
es in this area. We can now provide relevant content  
under an external media’s strict editorial guidelines,  
and at the same time provide betting information that  
support the sign-up process with online sportsbooks.  
On this basis, we have decided to seek more partner-  
Jens Bager  
Jesper Søgaard  
Chair of the board  
Co-founder & CEO  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
9
Highlights 2021  
Q1  
Q2  
Watch presentation  
of Q1 2021  
Watch presentation  
of Q2 2021  
Better Collective acquired the US sports bet-  
ting media platform, the Action Network, for  
196 mEUR. With the acquisition of the Action  
Network, Better Collective gained a clear mar-  
ket leadership within sports betting media  
and affiliation in the US. Following Better Col-  
lective’s largest acquisition to date, revenue  
from the US business is expected to increase  
to more than 100 mUSD (91 mEUR) by 2022.  
Media partnerships saw breakthrough per-  
formance as the partnerships delivered more  
than 38.000 NDCs. Better Collective also  
signed three new partnerships during Q2.  
With this strategy Better Collective has devel-  
oped a unique set of competences; providing  
relevant content under an external media’s  
strict editorial guidelines, while also providing  
betting information that support the sign-up  
process with online sportsbooks.  
Better Collective exercised its option to acquire a further 70% of the shares in Mindway AI for a to-  
tal price of 2.3 mEUR. Mindway AI specialises in software solutions based on artificial intelligence  
and neuroscience for identifying, preventing and intervening in at-risk and problem gambling.  
The acquisition followed a preliminary investment made in 2019, and Better Collective now holds  
90% of the shares in Mindway AI.  
In connection with the acquisition of the Ac-  
tion Network, Better Collective resolved on a  
directed share issue of 6.9 million shares, rais-  
ing proceeds of 145 mEUR to maintain finan-  
cial flexibility.  
At the AGM in April, Therese Hillman, CEO of  
NOD and former Group CEO of NetEnt, was  
elected to the board of directors.  
Better Collective also strengthened its position in the Swedish sports betting market by acquiring  
the online sports betting media platform, Rekatochklart.com for 3.8 mEUR.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
10  
Events after the period  
Q3  
Q4  
On January 21, 2022 Better Col-  
lective entered into a media part-  
nership with the New York Post to  
bring the best in commercial sports  
betting content to the publication’s  
readership of more than 92 million  
unique users. The agreement is for  
the delivery of content, data, and  
statistics for the betting section of  
the New York Post.  
Watch presentation  
of Q3 2021  
Watch presentation  
of Q4 2021  
Better Collective announced the decision to launch Gam-  
alyze on all its main sports betting media brands. The self  
assessment tool from Mindway AI makes it possible for  
visitors to conduct a test that can help detect problem  
gambling.  
Better Collective completed the acquisition of the re-  
maining 40% shares in the US based RotoGrinders Net-  
work at a total price of 33 mEUR. Since the initial share  
acquisition Rotogrinders has shown strong performance  
with expected 2021 revenue more than doubling since  
2019, with a CAGR of 47%.  
On January 11, 2022 the share buy-  
back program of 10 mEUR initiated  
on December 8, 2021 was complet-  
ed with 532,482 shares accumulat-  
ed under the program.  
Better Collective acquired Soccernews.nl and Voetbalwedden.net for total 5.9 mEUR upfront pay-  
ments plus deferred and earn-out payments of up to 3.75 mEUR, to gain a leading position in the  
newly regulated Dutch online sports betting market.  
Better Collective initiated a share buyback program to  
cover future payments relating to completed acquisitions  
and incentive programs for up to 10 mEUR.  
New York state opened for online  
sports betting on January 8, 2022.  
Better Collective is off to a great  
start across all assets, in particular  
with the Action Network.  
In Germany, a long-awaited gambling regulation came into force on July 1, which Better Collective  
jointly had prepared for with their partners during 2021. A focus on sports betting and licensed  
operators proved beneficial and the German market developed as expected with September rev-  
enues on par with the monthly average in H1.  
At the SBC Award show in London Better Collective received  
the ‘Sports Affiliate of the Year’ award for the third time  
Better Collective’s US business performed strongly with revenue for September reaching >10  
mUSD. The US business outperformed expectations both in terms of NDCs and revenue. The  
Action Network was consolidated into the Group for the first full quarter, and delivered the antic-  
ipated acceleration of the business around the start of the NFL.  
For the third consecutive year Better Collective was  
awarded for its efforts within compliance and received  
the ‘Commitment to Compliance by an Affiliate Compa-  
ny’ at the Vixio Global Regulatory Award.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
11  
Financial highlights 2021  
Revenue  
mEUR  
Costs – excl. depreciation  
/amortisation  
mEUR  
EBITDA before special items  
177.1  
mEUR  
121.3  
EBITDA-margin before  
special items  
42%  
42%  
42%  
40%  
32%  
55.8  
CAGR = 61%  
CAGR = 68%  
91.1  
CAGR = 51%  
38.15  
2020  
53.0  
64.8  
39.4  
40.5  
2018  
28.1  
24.4  
2018  
16.1  
26.3  
2017  
15.3  
10.9  
2019  
2020  
2021  
2017  
2019  
2020  
2021  
2017  
2018  
2019  
2021  
EBIT before special items  
mEUR  
Earnings per share  
EUR  
Cash flow from operations before special items  
mEUR  
ꢀEarnings per share  
Cash conversion rate  
Cash flow from oper-  
ations before special  
items  
45.5  
99%  
91%  
92%  
89%  
87%  
0.47  
CAGR = 45%  
CAGR = 6%  
30.4  
51.2  
0.34  
21.8  
0.32  
CAGR = 52%  
38.3  
0.27  
2017  
26.6  
13.2  
0.16  
10.3  
15.2  
9.5  
2017  
2018  
2019  
2020  
2021  
2018  
2019  
2020  
2021  
2016  
2017  
2018  
2019  
2020  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
12  
Financial highlights and key ratios  
tEUR  
2021  
2020  
2019  
2018  
2017  
tEUR  
2021  
2020  
2019  
2018  
2017  
Income statement  
Cash flow  
Revenue  
177,051  
94%  
91,186  
35%  
67,449  
67%  
40,483  
54%  
26,257  
51%  
Cash flow from operations before special items  
Cash flow from operations  
51,204  
45,207  
-687  
38,321  
37,696  
-460  
26,585  
25,481  
-955  
15,158  
11,078  
-657  
9,492  
9,107  
16  
Revenue Growth (%)  
Organic Revenue Growth (%)  
29%  
8%  
26%  
9%  
28%  
Investments in tangible assets  
Cash flow from investment activities  
Cash flow from financing activities  
Operating profit before depreciation, amortisations,  
and special items (EBITDA before special items)  
-219,219 -68,090 -49,509 -60,629 -18,519  
55,775  
38,152  
28,061  
16,241  
10,979  
188,759  
46,790  
36,365  
67,895  
6,932  
Operating profit before depreciation and  
amortisations (EBITDA)  
39,029  
1,764  
38,272  
1,548  
120  
27,446  
831  
12,160  
169  
10,594  
45  
FINANCIAL RATIOS  
Depreciation  
Operating profit before depreciation, amortisations  
(EBITDA) and special items margin (%)  
Special items, net  
-16,746  
8,516  
-615  
-4,080  
2,924  
-385  
677  
32%  
42%  
42%  
40%  
42%  
Amortisation and impairment  
6,235  
5,413  
Operating profit before amortisations margin  
(EBITDA) (%)  
Operating profit before special items (EBIT before  
special items)  
22%  
16%  
1.96  
1.13  
58%  
92%  
635  
858  
42%  
33%  
41%  
31%  
0.49  
1.63  
60%  
91%  
364  
432  
30%  
22%  
1.37  
1.03  
58%  
89%  
198  
40%  
38%  
1.05  
0.39  
38%  
87%  
116  
45,495  
28,749  
-2,522  
26,227  
17,292  
0.34  
30,369  
30,489  
-1,777  
28,712  
21,927  
0.47  
21,817  
21,202  
-2,448  
18,755  
13,944  
0.32  
13,148  
9,068  
-618  
10,257  
9,873  
-87  
Operating profit margin (%)  
Operating profit (EBIT)  
Result of financial items  
Profit before tax  
Net interest bearing debt / EBITDA before special items  
Liquidity ratio  
1.66  
1.85  
52%  
99%  
420  
437  
8,450  
5,446  
0.16  
9,786  
7,446  
0.27  
Equity to assets ratio (%)  
Profit after tax  
Cash conversion rate before special items (%)  
Average number of full-time employees  
NDCs (thousand)  
Earnings per share (in EUR)  
Diluted earnings per share (in EUR)  
0.33  
0.45  
0.31  
0.15  
0.26  
260  
117  
For definitions of financial ratios, see definitions section in the end of the report. Comparative numbers have not been re-stat-  
ed following the implementation of IFRS9 and IFRS15 in 2018, and IFRS16 in 2019.  
Balance sheet  
Balance Sheet Total  
Equity  
597,379 315,065 229,601 148,636  
38,705  
14,775  
6,860  
17,660  
11,535  
* Segment reporting in accordance with IFRS8 has been introduced from Q4-2020 and Q2-2021. Numbers for 2019 and 2020  
have been restated accordingly.  
344,848 162,542  
138,317  
36,035  
22,088  
13,646  
85,858  
24,942  
24,263  
22,270  
Current assets  
62,898  
55,451  
48,555  
26,312  
63,275  
Current liabilities  
Net interest bearing debt  
109,422  
*Historic numbers updated with share-split 1:54 in 2018  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective  
13  
Strategy  
14  
16  
17  
18  
19  
Building a digital sports media group  
Strategic focus areas  
US growth  
Megatrends driving growth  
Our business areas  
20 Business review  
21  
Financial performance  
24  
Financial targets  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
14  
Strategy  
Building a digital sports media group  
Over the last couple of years, Better Collective has transitioned from a  
classic affiliate business to becoming a digital sports media group.  
Over the last couple of years, Better Collective has  
transitioned from a classic affiliate business to be-  
media partnerships, the most recent with the New York  
Post.  
with additional channels of traffic, sourcing high intent  
customers at large scale.  
coming  
a digital sports media group. We have  
diversified our portfolio of activities, extended our  
reach, and we have added new brands, media part-  
nerships, and new revenue streams. While affiliation  
and performance marketing continue to be part of  
our core business, we are actively seeking and add-  
ing new assets and business models to solidify our  
position as a leading sports betting media. Transfor-  
mational steps in this direction include:  
¡ Esports community HLTV  
¡ The Action Network  
Mission  
In February 2020, Better Collective established a strong  
position within the esports betting market through the  
acquisition of HLTV.org. The main business model of the  
platforms is display sales. The HLTV. org site is commit-  
ted to the strong user community it has built over the  
years. Much effort is put into maintaining the popularity  
and building the brand, which is also the brand behind  
the recognised CS:GO World Ranking as well as the CS:-  
GO Player of the Year Award.  
The acquisition of the Action Network was completed  
in May, 2021. The acquisition gave us a leading position  
within sports betting media in the US and a strong foun-  
dation for the continuous expansion of the US betting  
market. Action is uniquely positioned in the US market  
as the premium sports content and product destination  
for US sports bettors. With Action, we added a sub-  
scription model which further diversifies our product of-  
fering. A trusted source for sports fans, Action’s media  
platforms provide an enhanced experience for its users  
through original sports news content, premium insights,  
deep menus of odds and proprietary betting tools and  
data.  
Make sports entertainment  
more engaging and fun  
Vision  
The world´s leading digital  
¡ Media partnerships  
In 2019 we signed media partnerships with The  
Telegraph, in the UK, and with nj.com in New Jersey, the  
first-to-regulate state in the US. The vision of the part-  
nerships was to combine traditional high quality me-  
dia traffic with Better Collective’s competences within  
sports betting, and thereby utilise different online traffic  
channels to direct customers to our partners. Since then,  
we have reached proof-of-concept and entered more  
sports media group  
¡ Paid Media  
In October 2020, we acquired the Atemi Group, one of  
the World’s largest companies specialised within lead  
generation for iGaming through paid media (PPC) and  
social media advertising. The acquisition was a major  
strategic move with significant synergistic opportuni-  
ties. The Paid Media business provides Better Collective  
Strategic goal  
The world leader in digital  
sports betting media and relat-  
ed services  
¡ Position in the value chain  
Our aim is to be first in mind for bettors and sports fans  
and to increasingly be present on relevant platforms  
such as news sites, apps and social media as well as our  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
15  
variety of websites. We create communities that invite  
and incentivise expert tipsters to prove their betting  
knowledge by sharing tips with all our users. We create  
transparency by comparing odds across bookmakers,  
to ensure our users get the most value from their bets.  
We create in-depth, educational iGaming guides so  
that our users can gain insights and be confident that  
their betting is supported by knowledge.  
We operate several community-based websites. On  
some of these, our users actively generate informa-  
tional content, such as on bettingexpert.com. In addi-  
tion, we operate a range of products, which provide  
our users with various information to improve their  
betting experience. This portfolio of websites and  
apps drive a monthly average of 70M+ visitors, not  
counting the vast readership of the media we have en-  
tered partnerships with for our delivery of sports bet-  
ting content, and we continue to build ways to engage  
and monetise these visitors.  
Better Collective has built long standing custom-  
er relationships with many of the iGaming industry’s  
strongest operators. While the core strength of con-  
necting engaged and valuable users with the right bet-  
ting opportunities remain, Better Collective increas-  
ingly builds deep, relevant and engaging content and  
user experiences which allows a longer term relation  
with the user, and the opportunity to build services  
and data-layers. This will drive opportunities for fur-  
ther value-add services to customers, and support our  
journey towards becoming the world leading digital  
sports media group.  
¡ Proven acquisition model  
In this period, acquisitions of assets and business com-  
binations were close to a total value of 495 mEUR.  
The M&A-strategy was the cornerstone of the decision  
to IPO Better Collective in 2018, and we have been a  
key player in the consolidation of the market. Better  
Collective has completed 25 acquisitions since 2017,  
with a majority of targets focused on online sports  
betting.  
Due to our strong technological platform and scale  
benefits, we believe that we can improve the offering  
of acquisition targets and add value through both rev-  
enue and cost synergies. Our M&A-pipeline is strong  
and there are several relevant companies that we can  
see would fit well into the Better Collective Group.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
16  
Strategic focus areas  
The iGaming industry continues to show a shift towards online gaming compared to the traditional land-  
based operations and this creates a strong underlying market growth. In order to strengthen our position as  
a digital sports media group we work with the following strategic focus areas for 2022:  
1
3
6
Consolidate  
no. 1  
Strengthen  
paid media  
position  
4
2
Stronger  
group  
US position  
Enhance esports  
position  
Grow media  
partnerships  
5
Expand market  
footprint  
Consolidate no. 1 US position as  
an online sports betting media  
through already strong brands  
and a wide collaboration with  
operators as new states open  
for online sports betting.  
Grow media partnerships from  
the current base to cover more  
markets and keep refining the  
business model and offering to  
partner media.  
Strengthen paid media posi-  
tion by reaching the necessary  
scale through the development  
of new traffic channels and en-  
tering new markets.  
Enhance esports position by  
building the brand and grow-  
ing organically as well as po-  
tentially through acquisitions.  
Expand market footprint by  
acquisitions and by creating  
strong positions in new mar-  
kets as they regulate and open  
for online sports betting.  
Stronger group and organisa-  
tion to drive and support the  
growth ambitions by being an  
attractive employer for talent-  
ed employees.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
17  
US growth  
Better Collective became a licensed vendor in New Jersey  
in 2014, and since then the US presence has grown tremen-  
dously. At present Better Collective is live in 16 states and  
expects more to open in the coming years. In less than three  
years the US market has become the single largest market  
for Better Collective.  
2018  
2019  
2020  
2021  
2022  
¡ Media partnership  
with the New York  
Post  
¡ Repeal of the PASPA ¡ Acquisition of US  
¡ Addition of Paid Me- ¡ Acquisition of  
act  
assets VegasInsider  
and RotoGrinders  
dia business through  
acquisitions  
Action Network  
¡ BC Nasdaq listing to ¡ Media Partnership  
fund M&A strategy  
with NJ.com (New  
Jersey)  
The US sports betting market opened almost at the same  
time as Better Collective was listed on Nasdaq Stockholm in  
the summer of 2018. The M&A efforts were quickly directed  
towards this new opportunity, and by mid-2019 Rotogrind-  
ers Network, VegasInsider and Scores&Odds were acquired.  
The US focus also turned into the first media partnership  
which was entered with the New Jersey media nj.com.  
+200  
employees  
Target >100 mUSD  
(91 mEUR)  
As for most other businesses, 2020 was significantly im-  
pacted by the COVID-pandemic. Still, we acquired Atemi  
and laid the foundation for our Paid Media business which  
offers opportunities also in the US market.  
2021 resulted in a strong comeback with high growth and  
the acquisition of the Action Network for 218 mEUR in a  
competitive bidding process. The Action Network was ac-  
quired just as the business was turning profitable, and just  
in time for important new state openings including Arizo-  
na in September 2021, and then New York in January 2022  
where we also signed a media partnership with The New  
York Post.  
47  
10  
US revenue mEUR  
6
Live in US states  
Population (million)  
4
30.6  
11  
80.3  
14  
96.8  
16  
120.9  
Better Collective has more than 200 employees in the US,  
with offices in New York, Miami and Nashville Tennessee.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
18  
Markets  
Megatrends driving growth  
Digitalisation  
Mobile use  
The iGaming market is a highly attractive growth market. Fundamentally,  
it has been supported by technological advances and regulation, as well  
as increased online and mobile penetration.  
Megatrends driving our growth  
Changing dynamics globally  
Since October 2021, online gambling has been legal in  
the Netherlands. This has led to new online gambling  
platforms and more operators are expected to go live in  
2022. Following acquisitions prior to the market open-  
ing, Better Collective is well positioned to build a strong  
position.  
The developing technology and growing use of mobile  
devices have made iGaming accessible to a wider audi-  
ence and have also resulted in increasing demand from  
users with regards to their iGaming experience. These  
trends have also entailed growth in market participants,  
both among operators as well as their affiliates partners.  
Globally, the highest penetration of online sports bet-  
ting and casino is currently seen on the European mar-  
ket, which is also the stronghold of Better Collective,  
where more than half of the activity is online.  
In line with increased digitalisation and new products  
becoming available for betting, the use of mobile devic-  
es means that users can bet anytime and anywhere, and  
this also drives the in-game betting which is currently on  
the rise.  
Germany introduced a new regulatory framework in  
July 2021. As a result of preparation and adaptation of  
our business models in collaboration with partners, the  
impact for Better Collective was limited to neutral and  
German player behaviour was not notably affected by  
the new regulation. While some market adjustments are  
to be expected in the short-term following the imple-  
mentation of the new interstate treaty, the overall mar-  
ket outlook for Better Collective is promising.  
Regulations  
As iGaming becomes increasingly more widespread,  
many countries are amending or implementing new iG-  
aming laws and regulations, often referred to as re-reg-  
ulation. The overall impact of regulation on the iGaming  
market is generally believed to be positive as the aware-  
ness of and the demand for iGaming increases. How-  
ever, implementing restrictions with an aim to protect  
consumers is a balancing act; in some cases it has led to  
decreased channelisation to licensed operators which is  
counterproductive in that consumers turn to the unreg-  
ulated market. We use our position and insight to help  
educate legislators through industry collaborations and  
Wwe welcome regulation as it creates visibility and a  
level playing field.  
Regulatory changes and new  
Sports turnover  
opportunities  
Better Collective became a licensed vendor in New Jer-  
sey in 2014, and since then our US presence has grown  
tremendously. Out of being live in 16 states the most re-  
cent launches count New York, Arizona, and Louisiana.  
Given the continued pace of new states regulating, Bet-  
ter Collective expects the US market to continue grow-  
ing fast, with increasing revenue and operating profit.  
Markets expected to regulate in 2022 include Brazil and  
Canada. Better Collective is preparing to roll out key US  
and international brands as soon as relevant licences are  
acquired and regulation allows.  
Industry  
sustainability  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
19  
Our business areas  
Rest of the world  
Contributes  
69%  
of the Group’s EBITDA  
before special items  
Contributes  
The US  
Publishing  
Contributes  
The Publishing business includes revenue from Better  
Collective’s proprietary online platforms and media  
partnerships where the online traffic is coming either  
directly or through organic search results, delivering a  
high earnings margin.  
92%  
31%  
of the Group’s EBITDA  
before special items  
of the Group’s EBITDA  
before special items  
Contributes  
The US  
ROW  
Paid Media  
Having built a leading position within sports betting  
media in the US over the past few years, Better Col-  
lective has laid the foundation for benefitting from the  
continuous regulation of the US betting market. Key US  
brands within sports betting include Action Network,  
VegasInsider, and Scores&Odds, whereas RotoGrinders  
is focused on Daily Fantasy Sport (DFS).  
The Rest of World segment includes all other markets of  
which the European market is a historically strong but  
also more mature market. New opportunities in focus  
include LATAM, and Canada as upcoming regulations of  
these markets offer new opportunities.  
The Paid Media business includes lead generation  
through paid media (PPC) and social media advertising.  
The earnings margin within paid media is typically much  
lower than within organic traffic, due to direct payments  
to the companies providing platforms for online adver-  
8%  
of the Group’s EBITDA  
before special items  
tising such as Google and Facebook..  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
20  
Business review  
Publishing  
Paid Media  
US  
RoW  
From Q2, 2021, and following the  
acquisition of the Action Network  
(included in Group accounts from  
the time of closing on May 28, 2021),  
Better Collective reports on the  
geographical segments US and RoW  
(Rest of World).  
Revenue grew 62%, of which 41%  
was organic growth, to 120.2 mEUR.  
Publishing accounted for 68 % of the  
Group’s revenue in 2021. Cost grew to  
68.9 mEUR with the majority of the  
growth coming from the acquisition  
of Action Network and further invest-  
ments in US, resulting in EBITDA of  
51.2 mEUR, a growth of 45% with an  
EBITDA-margin of 43%. Following the  
proof of concept for our media part-  
nership strategy last year, we continue  
to see very strong performance from  
this business area that includes part-  
nerships with The Daily Telegraph,  
nj.com, and three new partnerships  
signed during the year. Upon closing  
the quarter, Better Collective signed  
an agreement with the New York Post  
to deliver innovative technology and  
commercial content for online sports  
betting through its proprietary sports  
betting platform, Action Network.  
The revenue in the Paid Media seg-  
ment was 56.9 mEUR in 2021, and the  
organic growth was 9%. In addition  
to the negative impact from the loss  
of a major customer and challenges  
from an iOS update, the Paid Media  
segment continues to be impacted  
by our decision to switch more NDCs  
from pure CPA to revenue share con-  
tracts or hybrid revenue models (mix  
of CPA and revenue share). Whereas  
the switch is expected to have a posi-  
tive impact in the longer run, the rev-  
enue and EBITDA margins are impact-  
ed negatively in the short term with  
EBITDA for 2021 of 4.5 mEUR, and  
an EBITDA margin of 8%. Paid Media  
delivered 32% of the Group’s revenue  
in 2021, and 8% of EBITDA. Whereas  
2021 performance was not in line with  
expectations, we have seen a signifi-  
cant improvement in performance in  
the latter part of Q4 and continuing  
into January 2022.  
After having acquired the Action Net-  
work in 2021, Better Collective is in a  
leading position within sports betting  
media in the US, creating a strong  
foundation for benefitting from the  
continuous regulation of the US bet-  
ting market. The performance of Ac-  
tion since the time of consolidation  
has been strong across KPIs including  
a significant audience growth. Overall,  
the US business delivered a strong  
performance with the start of the NFL  
season in September, and EBITDA ex-  
ceeding expectations. Revenue in the  
US business was 47.0 mEUR in 2021,  
which is about five times the revenue  
in 2020. The EBITDA-margin was 37%.  
The US delivered 27% of the Group’s  
revenue in 2021, and 31% of EBITDA.  
As highlighted in the Publishing sec-  
tion, our media partnerships continue  
to deliver a very strong performance  
- also in the US.  
Revenue in the Rest of World markets  
was 130.0 mEUR in 2021, which is a  
growth of 60% compared to 2020. To-  
wards the end of 2021, RoW showed  
a flat development, mainly impacted  
by the significant growth in NDCs and  
the sports results in October, driving a  
low sports win margin in the quarter.  
The EBITDA margin of 29% decreased  
from 44% in 2020. Beyond the impact  
on revenue, the EBITDA margin was  
also affected by a comparably lower  
cost base in 2020 vs. 2021 as part of  
the cost-savings program implement-  
ed in 2020 to mitigate the COVID-19  
impact on the business. RoW deliv-  
ered 73% of the Group’s revenue in  
2021, and 29% of EBITDA. New oppor-  
tunities include LATAM and Canada,  
pending regulations of these markets.  
Additionally, Better Collective operates two different  
business models regarding customer acquisition with  
different earnings-profiles. The segments Publishing  
(organic traffic) and Paid Media. Reporting includes  
measuring and disclosing separately for Revenue, Cost  
and Earnings. Historical financial figures are reported  
accordingly.  
mEUR  
mEUR  
mEUR  
mEUR  
130.0  
120.2  
56.9  
47.0  
81.2  
74.2  
17.0  
Financial statements  
See this years financial figures.  
10.0  
17.5  
2.1  
51.2  
38.2  
36.1  
35.4  
4.5  
2.8  
2020  
2021  
2020  
2021  
2020  
2021  
2020  
2021  
Revenue  
EBITDA before special items  
Revenue  
EBITDA before special items  
Revenue  
EBITDA before special items  
Revenue  
EBITDA before special items  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
21  
Financial review  
Financial performance  
Revenue  
Total direct cost relating to revenue increased due to the  
addition of Atemi to 64.9 mEUR (2020: 20.5 mEUR). Be-  
yond the cost of paid traffic, this includes hosting fees  
of websites, content generation, and external develop-  
ment.  
advice, etc. On November 4, 2021 Better Collective an-  
nounced the acquisition of the remaining ~40% share-  
holding in Better Collective Tennessee at an expected  
price of 33 mEUR. Better Collective acquired 60% of  
Rical LLC (Better Collective Tennessee) in 2019. In con-  
nection with the final acquisition, the difference of 11.5  
mEUR between the originally booked contingent lia-  
bility and the final purchase price was charged to Spe-  
cial Items. Special items also include a reduction of the  
variable payment related to Dutch assets of 3.0 mEUR  
and the cost of the Management Incentive Program im-  
plemented in connection with the acquisition of Action  
Network of 2.5 mEUR.  
Revenue  
Growth of 94% to 177 mEUR – organic growth of 29%  
mEUR  
177.1  
2021 Revenue showed strong growth vs. 2020 with 94%  
and amounted to 177.1 mEUR (2020: 91.2 mEUR).  
Revenue share accounted for 38% of the revenue (42%  
of player-related revenue) with 45% coming from CPA,  
7% from subscription sales, and 10% from other income.  
Personnel cost in 2021 increased 69% from 2020 to 40.8  
mEUR (2020: 24.2 mEUR). The average number of em-  
ployees increased 51% to 635 (2020: 420). Personnel  
costs include costs related to long-term incentive pro-  
grams of 1.2 mEUR (2020: 1.0 mEUR).  
91.2  
The October 2020 acquisition of Atemi significantly in-  
creased the share of revenue coming from CPA, and the  
acquisition of Action Network in May 2021 has further  
driven an increase in the share of revenue coming from  
CPA as well as revenue coming from subscription sales.  
2020  
2021  
Other external costs increased 7.2 mEUR or 86% to 15.6  
mEUR (2020: 8.4 mEUR). Depreciation and amortisa-  
tion amounted to 10.3 mEUR (2020: 7.8 mEUR). The  
increase is primarily due to an impairment of acquired  
revenue share accounts in the Netherlands, following  
the regulatory development and operator decisions to  
discontinue old player databases.  
Earnings  
EBITDA before special items  
Operational earnings (EBITDA) before special items  
grew 46% to 55.8 mEUR (2020: 38.2 mEUR). The EBIT-  
DA-margin before special items was 32% (2020: 42%).  
The margin is significantly impacted by the full year ef-  
fect of the acquisition of the Paid Media business in Q4  
2020.  
mEUR  
Cost  
Increase of 58 mEUR to 121 mEUR – Full year impact and  
2021 acquisitions.  
55.8  
Special items  
Overall, the cost base is impacted by increases follow-  
ing the 2020 acquisitions of HLTV and Atemi, as well  
as the addition of Mindway as of January 1, 2021, and  
Action Network as of May 2021. The cost base excluding  
depreciation and amortisation grew 68.2 mEUR, up to  
121.3 mEUR YTD vs. 2020 with the majority coming from  
the acquisitions.  
38.2  
Special Items amounted to a cost of 16.7 mEUR (2020  
0.1 mEUR). Cost of 6.0 mEUR is related to M&A activ-  
ities where cost related to the acquisition of Action  
Network amounts to 5.5 mEUR. M&A cost are primarily  
cost for advisors used in connection with the potential  
M&A transactions for negotiations, due diligence, legal  
Including special items, the reported EBITDA was 39.0  
mEUR. (2020: 38.3 mEUR)  
EBIT before special items increased 50% to 45.5 mEUR  
(2020: 30.4 mEUR). Including special items, the report-  
ed EBIT was 28.8 mEUR (2020: 30.5 mEUR).  
2020  
2021  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
22  
Net financial items  
The majority of the Group’s tax are paid in Denmark  
(incl. tax on other comprehensive income of 3.6 mEUR),  
followed by Austria and France.  
increasing from 1.66 in 2020, and well below the target  
of 3.0.  
Net financial costs amounted to 2.5 mEUR (2020: 1.8  
mEUR) and included net interest, fees relating to bank  
credit lines and exchange rate adjustments. Interest ex-  
penses amounted to 2.2 mEUR and included non-pay-  
able, calculated interest expenses on certain balance  
sheet items, whereas financial fees and net exchange  
rate gain amounted to 1.7 mEUR and 1.3 mEUR respec-  
tively. The financial fees included fees related to financ-  
ing obtained in connection with the acquisition of Ac-  
tion Network.  
Investments  
Net profit  
On May 28, 2021, the acquisition of the Action Network  
was completed at a price of 196 mEUR (240 mUSD) at  
a cash and debt-free basis. The net cash flow impact in  
connection with the acquisition was 177.5 mEUR, taking  
into account deferred payments and payment in Better  
Collective shares. On January 1, 2021, Better Collective  
increased its ownership to 90% of the shares in Mind-  
way AI that specialises in software solutions based on  
artificial intelligence and neuroscience for identifying,  
preventing, and intervening in at-risk and problem gam-  
bling. The price for the additional 70% was 2.3 mEUR  
(17 mDKK) paid in cash. In addition to the investment in  
Action Network and Mindway AI, 6.0 mEUR (5.0 mGBP)  
was paid on the deferred payment related to the acqui-  
sition of Atemi, and a payment of 1.2 mEUR was made  
related to variable payment and adjustment of closing  
net working capital related to the acquisition of HLTV.  
In March 2021, Better Collective completed the asset  
acquisition of online sports betting media platform,  
Rekatochklart.com for 3.8 mEUR and in September the  
transactions for the Dutch assets Soccernews.nl and  
Voetbalwedden.net were completed at a total purchase  
price of 10 mEUR. As a consequence of regulatory clar-  
Net profit after tax was 17.3 mEUR (2020: 21.9 mEUR).  
Equity  
The equity increased to 344.8 mEUR as per December  
31, 2021 from 162.6 mEUR on December 31, 2020. Be-  
sides the YTD profit of 17.3 mEUR, the equity has been  
impacted by capital increases (159.1 mEUR) and related  
transaction costs (-2.3 mEUR), treasury share transac-  
tions (8.1 mEUR), and warrant related transactions (3.7  
mEUR).  
Income tax  
Better Collective has a tax-presence in the places  
where the company is incorporated, which are Denmark  
(where the parent company is incorporated), Austria,  
France, Greece, Malta, Netherlands, Romania, UK, US,  
Poland, Serbia, and Sweden.  
Tax per country  
USA  
293 tEUR  
Malta  
34 tEUR  
Sweden  
Poland  
38 tEUR  
481 tEUR  
Greece  
97 tEUR  
Balance sheet  
Denmark  
7,966 tEUR  
Austria  
2,322 tEUR  
Income tax YTD amounted to 8.9 mEUR (2020: 6.8  
mEUR). The Effective Tax Rate was (ETR) 34.1% (YTD  
2020: 23.6%). The increase in the Effective tax rate from  
2020 to 2021 is due to an increase in tax non-deducta-  
ble special items.  
Total assets amounted to 597.4 mEUR (2020: 315.1  
mEUR), with an equity of 344.9 mEUR (2020: 162.5  
mEUR). This corresponds to an Equity to assets ratio of  
58% (2020: 52%). The liquidity ratio was 1.13 resulting  
from current assets of 62.9 mEUR and current liabilities  
of 55.5 mEUR. The ratio of Net interest bearing debt to  
EBITDA before special items was 1.96 in 2021, slightly  
France  
1,849 tEUR  
UK  
194 tEUR  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
23  
The parent company  
ification of accounts containing old players in the Neth-  
erlands, the value of accounts has been impaired and  
the related variable payment has been adjusted by 1.7  
mEUR. The total cash flow impact from investments in  
business combinations and intangible assets in 2021  
was -207.9 mEUR and -11.6 mEUR respectively. Invest-  
ments in tangible assets were 0.7 mEUR.  
were >11 mEUR. Performance was boosted by the  
market opening in the state of New York and related  
CPA income.  
Better Collective A/S, Denmark, is the parent company  
of the Group.  
Revenue for 2021 grew by 37% to 37.0 mEUR (2020:  
26.9 mEUR).  
¡ On January 21, 2022, Better Collective entered into a  
media partnership with the New York Post to bring  
the best in commercial sports betting content to  
the publication’s readership of more than 92 million  
unique users. The agreement covers the delivery of  
content, data, and statistics for the betting section of  
the New York Post. New York state opened for online  
sports betting on January 8, 2022. Better Collective  
is off to a great start across all assets, in particular  
Action Network.  
Total costs including depreciation and amortisation was  
40.1 mEUR (2020: 26.1 mEUR). Profit after tax was 47.7  
mEUR (2020: 15.7 mEUR).  
Cash flow and financing  
Cash Flow from operations before special items 2021  
was 51.2 mEUR (2020: 38.3 mEUR). Acquisitions and  
other investments reduced cash flow with 219.2 mEUR  
in 2021 (2020: 68.1 mEUR).  
The difference in profit before tax is primarily driven by  
differences in dividend payments from subsidiaries and  
exchange rate adjustments.  
In November 2021 Better Collective and Nordea agreed  
on a new 3-year committed credit facility of 124 mEUR,  
replacing the bridge financing taken up in connection  
with the acquisition of Action Network. At the end of  
2021, 121 mEUR was drawn up, and cash and unused  
credit facilities amounted to 30.1 mEUR.  
Total equity ended at 355.1 mEUR by December 31, 2021  
(2020: 154.9 mEUR). The equity in the parent compa-  
ny was impacted by capital increases (159.1 mEUR) and  
related transaction costs (2.3 mEUR), treasury share  
transactions (8.1 mEUR), and cost of warrants of 3.7  
mEUR.  
¡ On January 11, 2022, the share buyback program  
of 10 mEUR initiated on December 8, 2021, was  
completed with 532,482 shares accumulated under  
the program.  
¡ The board of directors have implemented a new  
Long Term Incentive Plan (LTI) for key employees in  
the Better Collective group (excluding the executive  
management). Grants under the new LTI will be in the  
form of performance share units and share options  
vesting over a 3-year period. The total value of the  
2022 LTI grant program is 1.4 mEUR (Black-Scholes  
value) measured at the target level.  
On May 26, 2021, the board of directors resolved on a  
directed share issue of 6.9 million shares, raising net  
proceeds of 145 mEUR to maintain financial flexibility.  
Significant events after the closure of  
the period  
¡ January revenue reached >26 mEUR, more than  
double vs. January 2021, of which 69% was organic  
growth. Earnings (EBITDA before special items)  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Strategyꢀ  
24  
age. This has allowed management to stay focused and  
communicate both on the organic development of the  
company, how profitability is being managed and how  
the M&A-strategy has been value accretive. The target  
relating to debt leverage has facilitated communication  
on how to finance the M&A-strategy.  
Included in the financial targets is assumed continued  
strong performance in the US-business including con-  
tinued market openings by ways of additional US states  
allowing online sports betting.  
Financial review  
Disclaimer  
This report contains for-  
ward-looking statements which  
are based on the current ex-  
pectations of the management  
of Better Collective. All state-  
ments regarding the future are  
subject to inherent risks and  
uncertainties, and many factors  
can lead to actual profits and  
developments deviating sub-  
stantially from what has been  
expressed or implied in such  
statements.  
Financial  
targets  
The financial targets are based upon the assumption  
that the US-market will still mainly be a CPA-market.  
Better Collective however experiences more operators  
being open to work fully or partly on revenue share,  
which will be preferred pending deal terms. If Better  
Collective is successful in reaching attractive revenue  
share agreements in the US, this may impact revenue  
and earnings short term. If this will be implemented, the  
financial targets may be adjusted and communicated  
accordingly.  
For the year 2022, the focus will be on the same aspects  
including executing value accretive acquisitions and  
from an operational perspective staying focused on or-  
ganic growth and profitability.  
Financial targets and drivers for  
shareholder return  
In Better Collective, we strive to improve our financial  
performance and create added value for our stakehold-  
ers through profitable growth.  
Major assumptions and additional comments:  
The Financial targets do not include new potential  
acquisitions. Excluding any new acquisitions the debt  
leverage (Net debt/EBITDA) will expectedly be <1,0 by  
end of 2022.  
2021 performance  
The Board of Directors decided on targets for the fi-  
nancial year 2021 as announced in the full year report  
and updated in the Q2 report following the acquisition  
of the Action Network. The Group targets for organic  
growth, EBITDA margin and capital structure were all  
met, whereas the revenue growth target came in a bit  
below, mainly as a result of the high number of NDCs  
sent throughout the year, dampening short term rev-  
enue recognition. Compounded annual growth rates  
(CAGR) for revenue in the period 2018-2021 was 62%  
of which 21% organic growth. In the two business seg-  
ments, Paid Media performed lower than expected,  
whereas Publishing performed significantly better.  
Financial targets and actuals for 2021  
Target  
Group  
Actual  
Target  
Actual  
Target  
Actual  
2021  
publishing  
2021  
paid media  
2021  
Revenue / revenue growth  
>180 mEUR  
>25%  
177 mEUR  
29%  
>40%  
>25%  
>40%  
-
62% Full year effect  
234%  
9%  
8%  
-
Organic growth  
41%  
43%  
-
>30%  
>10%  
-
EBITDA / EBITDA margin (before special items)  
Net interest bearing debt/EBITDA  
>55 mEUR  
<3.0  
56 mEUR  
1.7  
Financial targets for 2022  
Target  
Group  
Actual  
2021  
Financial targets for 2022  
Organic revenue growth (%)  
15-25%  
75 mEUR  
<3.0  
29%  
56 mEUR  
1.7  
Better Collective has historically disclosed financial  
targets for the coming year(s). The Financial targets  
have focused on growth, profitability and debt lever-  
EBITDA (before special items)  
Approx.  
Net interest bearing debt/EBITDA  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
25  
Corporate Matters  
26  
35  
36  
38  
39  
41  
Corporate Governance Report  
Key risk factors  
Board of directors  
Executive management  
Shareholder information  
Sustainability  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
26  
Better Collective  
complies with  
the Swedish code  
of corporate  
Corporate Governance Report
Better Collective A/S is a Danish public limited liability company and is governed
by the provisions of the Danish Companies act. The registered office and
headquarters is situated in Copenhagen, Denmark. Better Collective has been
listed on Nasdaq Stockholm since June 8, 2018, in the Mid Cap index.
governance with  
the following  
exceptions:  
As stipulated in Better Collec-  
tive’s Articles of Association,  
the board of directors appoint  
the meeting chair for the AGM  
instead of letting the nomination  
committee propose a meeting  
chair. The Articles also stipulate  
that the meeting chair approves  
the AGM minutes instead of  
letting an AGM participant that  
is not a member of the board  
or an employee of the compa-  
ny approve the minutes of the  
meeting.  
Framework for corporate governance
Council’s good practises in the stock market, the Swedish
Code of Corporate Governance and Better Collective’s
guidelines, which include the Articles of Association,
various policies, and other guidelines. Better Collective
has resolved that it will comply with the Swedish Code
instead of the Danish recommendations on Corporate
Governance, as is customary for companies listed on
Nasdaq Stockholm. The main corporate laws and rules
on governance relevant for shareholders in a Danish
public limited liability company that is listed on Nasdaq
Stockholm, and complying with the Code, are to a large
extent materially similar to the corresponding Swedish
rules that would apply for a Swedish public limited
liability company under the same circumstances.
of shareholders on December 31, 2021 was 4,149 which
in Better Collective
is an increase from the 2,983 shareholders at December
31, 2020. The largest shareholders on December 31, 2021
were Chr. Dam Holding and J. Søgaard Holding (the
co-founders of Better Collective) with each 10,671,179
shares and each representing 19.5% percent of the votes
and share capital in the company. Further information
on the Better Collective share and shareholders are
available in the section Share and shareholders on page
39 as well as on the company’s website.
The purpose of corporate governance is to ensure
that a company is run sustainably, responsibly and
as efficiently as possible. In Better Collective, good
corporate governance is about earning the confidence
of shareholders, business partners, and legislators by
creating transparency in decision-making and business
processes. A well-defined and structured distribution of
roles and areas of responsibilities between shareholders,
the board, and the management secures efficiency at all
levels. Particularly, it allows the management team to
focus on business development and thereby the creation
of shareholder value. The board of directors serves as a
highly qualified dialogue partner for the management
team supporting the outlined growth strategy, securing
a tight risk management setup, and optimal capital
structure. The corporate governance is based on
applicable Danish legislation and other external rules
and instructions, including the Danish Companies Act,
Nasdaq Stockholm’s Rulebook, the Swedish Securities
The respective reports on cor-  
porate governance and sustain-  
ability do not include a part of  
the auditor’s report covering  
the specific reports, as these  
subjects are not individually ad-  
dressed in the auditor’s report.  
General meeting
Pursuant to the Danish Companies Act, the general
meeting is the Company’s superior decision-making
body. The general meeting may resolve upon every
issue for the Company which does not specifically fall
within the scope of the exclusive powers of another
corporate body, for example the power to appoint the
executive management, which falls within the scope of
The share and shareholders
Better Collective A/S was listed on Nasdaq Stockholm
in the Mid Cap segment on June 8, 2018. The number of
shares outstanding on December 31, 2021 was 54,625,157.
Each share entitles the holder to one vote. The number
These deviations are due to dif-  
ferences between Danish and  
Swedish laws and practices.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
27  
the board of directors in limited liability companies that
are managed by a board of directors.
Better Collective Corporate Governance Structure  
At the general meeting, the shareholders exercise
their voting right on key issues, such as amendments
of the Company’s Articles of Association, approval
of the annual report, appropriation of the Company’s
profit or loss (including distribution of any dividends),
resolutions to discharge the members of the board of
directors and the executive management from liability,
the appointment and removal of members of the board
of directors and auditors and remuneration for the board
of directors and auditors. Other matters transacted at
the meeting may include matters that, according to the
articles of association or the Danish Companies Act,
must be submitted to the general meeting.
Shareholders  
Auditor  
Nomination Committee  
Elect  
Vote  
Appoint  
Information  
Proposal  
Annual general meeting  
Elect  
Board Committees  
Audit Committee  
Information  
Appoint  
Board of directors  
Remuneration Committee  
Appoint  
Executive management  
Time and place
The annual general meeting must be held at a date
that allows sufficient time to send the Danish Business
Authority a copy of the audited and adopted annual
report within four months of the end of the financial
year. In addition to the annual general meeting,
extraordinary general meetings may be convened
and held when required. According to the Company’s
articles of association, general meetings must be held in
Greater Copenhagen, Gothenburg or Stockholm.
the Company’s website. If requested, shareholders shall
receive written notices of the general meetings as the
case may be.
The notice to convene a general meeting must be made
in the form and substance for public limited liability
companies admitted to trading on a regulated market
as stipulated in the Danish Companies Act. The notice
must also specify the time and place of the general
meeting and contain the agenda of the business to be
addressed at the general meeting. If an amendment of
the Company’s articles of association shall be resolved
upon at a general meeting, the complete proposal
must be included in the notice. For certain material
amendments, the specific wording must be set out in
the notice.
Electronic general  
meetings  
Extraordinary general meetings must be held upon
request from the board of directors or the auditor
elected by the general meeting. In addition, shareholders
that individually or collectively hold ten percent or
more of the share capital can make a written request
to the board of directors that an extraordinary general
meeting be held to resolve upon a specific matter. Such
extraordinary general meetings must be convened
within two weeks of the board of directors’ receipt of a
request to that effect.
The board of directors is  
authorised to decide that  
general meetings are held  
as a completely electronic  
general meetings without  
physical attendance or partially  
electronic meetings  
Notice
According to the Company’s Articles of Association,
general meetings must be convened by the board
of directors giving written notice no earlier than five
weeks and no later than three weeks prior to the general
meeting. Pursuant to the Danish Companies Act, notices
convening general meetings shall be made public on
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
28  
As regards the annual general meeting, the Company
must announce the date for the meeting as well as the
deadline for any shareholder proposals no later than
eight weeks before the scheduled date for the annual
general meeting.
A year with the board of directors  
Right to attend general meetings
Q3 report approval  
FY report approval  
¡
¡
¡
¡
¡
¡
¡
A shareholder’s right to attend a general meeting and
to vote on their shares is determined on the basis
of the shares held by the shareholder at the date
of registration. The date of registration is one week
before the general meeting is held. The holdings of
each individual shareholder is based on the number
of shares held by that shareholder as registered
in the Company’s share register maintained by
Euroclear Sweden as well as any notificationsof
ownership received by the Company for the purpose
of registration in the share register, but not yet
registered.
Strategy seminar  
Financial targets  
Board/management evaluation  
Budget planning  
Preparation of AGM  
Q4 Q1  
Q3 Q2  
To attend the general meeting, a shareholder must,
in addition to the above-mentioned, also notify the
Company of his or her attendance no later than three
days prior to the date of the general meeting, as
stipulated by the Company’s articles of association.
Shareholders may attend general meetings in person,
through a proxy or by postal vote, and may be
accompanied by an advisor. All attending shareholders
are entitled to speak at general meetings.
Half-year report approval  
US development plan  
Evaluation of policies  
Q1 report approval  
¡
¡
¡
¡
¡
¡
Annual General Meeting  
Approval of remuneration policy  
Voting rights and shareholders initiatives
Each share entitles the holder to one vote. All matters
addressed at the general meeting must be decided by
a simple majority vote, unless otherwise stipulated by
ꢀOrdinary board meetingsꢁꢁꢁ ꢀExtraordinary board meetingsꢁꢁꢁ ꢀAnnual General Meetingꢁꢁꢁ ꢀBudget approval and follow-up  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
29  
Annual general meeting 2022
the Danish Companies Act or the Company’s articles
of association. A resolution to amend the articles of
association requires that no less than two thirds of the
votes cast as well as the share capital represented at
the general meeting vote in favour of the resolution,
unless a larger majority is required by the Danish
Companies Act (for example resolutions to reduce
shareholder rights to receive dividends or to restrict
the transferability of the shares) or the Company’s
articles of association. Shareholders who wish to have
a specific matter brought before the general meeting
must submit a written request to the Company’s board
of directors no later than six weeks prior to the general
meeting. If the request is received less than six weeks
before the date of the general meeting, the board of
directors must decide whether the request has been
made with enough time for the issues to be included
on the agenda.
¡ Jesper Ribacka, private shareholder
The annual general meeting 2022 will take place on
April 26, 2022 at 2.00 p.m. For more information,
please see the section on annual general meeting on
the company’s website.
Nomination  
¡ Jens Bager, Chair of the board of directors, Better
Committee  
Collective
meeting with  
board members  
In all, the nomination committee represented 49,5% of
the total number of shares in Better Collective, based on
ownership data as per August 31, 2021.
Each year, the nomination  
Nomination committee
committee conducts individ-  
ual interviews with the board  
members leading up to the AGM  
as a supplement to the board  
self evaluation results. Similarly,  
any new board candidates meet  
with the nomination committee.  
According to the Code, the Company shall have a
nomination committee, the duties of which shall include
the preparation and drafting of proposals regarding the
election of members of the board of directors, the chair
oftheboardofdirectors, thechairofthegeneralmeeting
and auditors. In addition, the nomination committee
shall propose fees for board members and the auditor.
The Company’s Articles of Association hold instructions
and rules of procedure for the nomination committee
according to which the nomination committee is to
have at least three members representing the three
largest shareholders per the end of August, together
with the chair of the board of directors. The names of
the members of the nomination committee must be
published by the Company no later than six months
prior to the annual general meeting.
Independence of the nomination committee
The Code requires the majority of the nomination
committee’s members to be independent in relation
to the Company and its management and that at least
one of these shall also be independent in relation to
the Company’s largest shareholder in terms of voting
power. All members are independent in relation to the
Company and the Company’s management and all
members except for Søren Jørgensen are independent
in relation to major shareholders.
General meetings in 2021
The annual general meeting 2021 was held on April 26,
2021 and approved the 2020 annual report, discharged
the board and executive management, and re-elected
five out of six board members, elected one new board
member, and re-elected the current auditor. The
shareholders further approved the proposals from the
board of directors to authorise the board of directors
to increase the company’s share capital without pre-
emption rights for the existing shareholders and to
authorise the board of directors to acquire treasury
shares. The shareholders adopted the remuneration
report based on an advisory vote. Additionally, the
board was authorised to convene and conduct general
meetings as a complete or partially electronic meeting.
No extraordinary general meetings were held in 2021.
On August 31, 2021, the two largest shareholders were
Chr. Dam Holding and J. Søgaard Holding which are
grouped. In accordance with shareholders’ decision, the
nomination committee was appointed and is composed
by four members in total:
¡ Søren Jørgensen, chair, appointed by Chr. Dam
Holding and J. Søgaard Holding
¡ Martin Jonasson, appointed by Andra AP-Fonden,
also representing Tredje AP-Fonden
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
30  
Meetings of the nomination committee
Diversity
According to the Company’s articles of association, the
board of directors shall consist of no less than three
and no more than seven board members. Furthermore,
the Code stipulates that no deputy members may
be appointed. Currently, the board of directors is
composed of six ordinary board members elected by
the general meeting: Jens Bager (chair), Todd Dunlap,
Therese Hillman, Klaus Holse, Leif Nørgaard, and Petra
von Rohr. The board attended Nasdaq’s stock market
training course for board and management prior to the
listing in 2018. Todd Dunlap received Nasdaq training in
2020 after joining the board. For information about the
board members see page 36.
Ahead of the AGM 2022, the nomination committee has
held four meetings, all of which with full attendance. No
fees have been paid for work on the committee.
Theboardcompositionmustbesetwithappropriateness
to the Company’s operations, phase of development,
and must collectively exhibit diversity regarding gender,
age, nationality, experience, professional background,
and business expertise. Regarding gender diversity at
the board of directors’ level, the company has set a
target for the board to consist of five to seven members
of which at least 35% must be the underrepresented
gender. In 2021, a change to the composition of the
board was made as Therese Hillman joined the Better
Collective’s board of directors and Søren Jørgensen
left. The candidate was chosen due to her specific
capabilities and knowledge from the iGaming industry.
Currently, the board has a 67% (men) and 33% (women)
split, why the target figure was reached in 2021.
Gender diversity at  
the BoD in 2021  
Board of directors
After the general meeting, the board of directors is the
most superior decision-making body of the Company.
The duties of the board of directors are set forth in
the Danish Companies Act, the Company’s articles of
association, the Code and the written rules of procedure
adopted by the board of directors, which are revised
annually. The rules of procedure regulate, inter alia,
the practice of the board of directors, tasks, decision-
making within the Company, the board of directors’
meeting agenda, the chair’s duties and allocation of
responsibilities between the board of directors and
the executive management. Rules of procedure for
the executive management, including instruction for
financial reporting to the board of directors, are also
adopted by the board of directors.
4
Men  
Evaluation of board performance
The board of directors regularly evaluates its work
through a structured process. The chair is responsible
for carrying out the evaluation and presenting the
results to the nomination committee. In 2021, an external
management consultancy conducted an assessment of
the board’s work, including the collaboration with the
executive management. The assessment was based
on individual interviews with each board member and
the executive management as well as a questionnaire.
The evaluation was presented to and discussed by the
board and subsequently the nomination committee.
In addition, the nomination committee conducted
individual interviews with the board members leading
up to the AGM. The overall conclusion was that the
board’s performance and efficiency is found to be
satisfactory and that the board has a well-balanced mix
of competencies.
Better Collective aims to offer equal opportunities to
men and women across our organisation, as well as
promoting equal opportunities regardless of gender,
ethnicity, race, religion, and sexual orientation. The
executive management is made up of three men. For the
other management levels in the company, the gender
split in 2021 was 77% men and 23% women, which is an
improvement from 2020 (83% men and 17% women).
Recruitment and promotion of managers in 2021 was
performed with an aim of increasing diversity, resulting
in new managers of both genders. We will continually
work to increase the share of the underrepresented
gender at all management levels, on average, aiming
for a Group and management target of 35% to consist
of the underrepresented gender over the coming years
and by 2030 at the latest.
2
The board of directors meets according to
a
predetermined annual schedule. At least five ordinary
board meetings shall be held between each annual
general meeting. In addition to these meetings,
extraordinary meetings can be convened for processing
matters which cannot be referred to any of the ordinary
meetings. In 2021, 8 meetings were held.
Women  
Composition of the board
The members of the board of directors are elected
annually at the annual general meeting for the period
until the end of the next annual general meeting.
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
31  
executive management. The executive management
is responsible for the day-to-day management of
the Company. Currently, the executive management
consists of Jesper Søgaard as CEO, Flemming Pedersen
as CFO and Christian Kirk Rasmussen as COO. The
members of the executive management are presented
in further detail on page 38.
Attendance at board and committee meetings  
Name  
Board Meetings  
Audit Committee  
Remuneration Committee  
Jens Bager (Chair)  
Todd Dunlap*  
-
-
Therese Hillman*  
Klaus Holse  
The duties and responsibilities of the executive
management are governed by the Danish Companies
Act, the Company’s articles of association, the rules of
procedures for the executive management adopted by
the board of directors, other instructions given by the
board as well as other applicable laws and regulations.
The executive management’s duties and responsibilities
include, inter alia, ensuring that the Company maintains
adequate accounting records and procedures, that the
board of directors’ resolutions are implemented in the
daily management of the Company, that the board of
directors are up to date on all matters of importance to
the Company and that the day-to-day management of
the Company is carried out.
-
Leif Nørgaard  
-
-
-
Søren Jørgensen*  
Petra von Rohr  
Attendance  
Non-attendance  
*ꢀFollowing the annual general meeting on  
April 26, 2021, Therese Hillman joined the  
board and the audit committee, Søren Jør-  
gensen left the board and the audit commit-  
tee, and Todd Dunlap joined the remunera-  
tion committee  
Board committees
Remuneration committee
The board of directors has established two committees:
the audit committee and the remuneration committee.
The board of directors has adopted rules of procedure
for both committees.
The remuneration committee consists of Jens
Bager (chair), Todd Dunlap, and Klaus Holse. The
remuneration committee’s role is primarily to prepare
matters regarding remuneration and other terms
of employment for the executive management and
other key employees. The remuneration committee
shall also monitor and evaluate ongoing and
completed programs for variable remuneration to the
Company’s management and monitor and evaluate the
implementation of the guidelines for remuneration to
the executive management which the annual general
meeting has adopted. The remuneration committee has
an annual work plan and has held four meetings in 2021.
Audit committee
Remunerationtotheboardofdirectors
and the executive management
The audit committee consists of Leif Nørgaard (chair),
Therese Hillman, and Petra von Rohr. The audit
committee’s role is mainly to monitor the Company’s
financial position, to monitor the effectiveness of the
Company’s internal control and risk management, to
be informed about the audit of the annual report and
the consolidated financial statements, to monitor the
quality of the external audit, to review and monitor the
auditor’s impartiality and independence and to monitor
the Company’s compliance with law and regulations
related to financial matters. The audit committee has an
annual work plan and has held five meetings in 2021.
Remuneration to the board of directors
Find Better Collective’s  
statutory reporting cf. §99a,  
§99b, and §107d, in the  
Sustainability report 2021:  
Fees and other remuneration to board members elected
by the general meeting are resolved at the annual
general meeting. At the annual general meeting held on
April 26, 2021, it was resolved that a fee of EUR 90,000 is
to be paid to the chairman and that fees of EUR 30,000
is to be paid to each of the other board members. The
work in a board committee is remunerated with EUR
http://bettercollective.com/  
wp-content/uploads/2022/03/  
BetterCollective_SR21_web.pdf  
Executive management
According to the Danish Companies Act and the
Company’s articles of association, the board of
directors appoints and removes the members of the
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
32  
13,500 for a chair position and EUR 6,750 for a regular
member. In addition, the AGM resolved that 1/3 of the
total remuneration payable to the chair of the board of
directors, the members of the board of directors and
to members and chairs of the remuneration and audit
committee is paid in shares in the Company.
Cash bonus schemes for executive management
may consist of an annual bonus, which the individual
member of the executive management can receive
if specific targets of the Company and other possible
personal targets for the relevant year are met. The
maximum cash bonus shall be equivalent to 100 percent
of the fixed base salary of each eligible participant of
the executive management. Payment of bonus is only
relevant when conditions and targets have been fully or
partly met (as determined by the board of directors).
If no targets are met, no bonus is paid out. Targets for
the executive management shall be agreed upon by the
board of directors and the executive management. The
general meeting will decide whether to establish a long-
term incentive program (LTI program).
Remuneration report 2021  
http://bettercollective.com/  
wp-content/uploads/2022/03/  
BetterCollective_Remunera-  
tion21_web.pdf  
Internal controls
Remuneration policy  
For the financial year 2021, the board of directors
received remuneration as set out in note 5 on page 63
For additional detail, see also the remuneration report
for 2021 available from bettercollective.com.
The board of directors has the overall responsibility for
the internal control of the Company. The main purpose
of the internal control is to ensure that the Company’s
strategies and objectives can be implemented within the
https://bettercollective.com/  
wp-content/uploads/2020/07/  
Remuneration_Policy_ap-  
proved_2020.04.22.pdf  
Remuneration to the executive management
Number of shares in Better Collective A/S held by members of the Board and the executive management  
Remuneration to the executive management consists
of basic salary, variable remuneration, pension benefits,
share related incentive programs and other benefits.
For the financial year 2021, the executive management
received remuneration as set out in note 5 on page 63.
Holdings at  
beginning of year  
Bought during  
the year  
Sold during  
the year  
Holdings at  
end of the year  
Market value1  
Name and position  
tEUR  
Jesper Søgaard, CEO  
10,671,179  
37,322  
-
150,000  
-
-
-
-
-
10,671,179  
187,322  
160,527  
2,818  
Flemming Pedersen, CFO  
Christian Kirk Rasmussen, COO  
Executive management, total  
10,671,179  
21,379,680  
10,671,179  
21,379,680  
160,527  
323,873  
150,000  
Remuneration policy
The current Remuneration Policy was adopted at the
annual general meeting on April 22, 2020 in compliance
with section 139 and 139a in the Danish Companies Act.
Jens Bager, Chair  
1,000,000  
-
1,229  
475  
-
-
1,001,229  
475  
15,062  
7
Todd Dunlap, member  
Therese Hillman, member2  
Klaus Holse, member  
Søren Jørgensen, member3  
Leif Nørgaard, member  
Petra von Rohr, member  
Board of directors, total  
Total  
-
1,375  
437  
1,375  
21  
Members of the Company’s board of directors
and executive management receive a fixedannual
remuneration. In addition, members of the executive
management may receive incentive-based remuneration
consisting of share-based rights. Finally, members of the
executive management may receive incentive-based
remuneration consisting of a cash bonus (including cash
bonuses based on development in the share price), on
both an ongoing, single-based and event-based basis.
170,622  
218,594  
440,139  
21,600  
1,850,955  
23,230,635  
-
-
-
-
-
-
171,059  
219,031  
440,656  
22,037  
2,573  
5,165  
6,629  
332  
437  
517  
437  
4,907  
154,907  
1,855,862  
23,235,542  
29,788  
353,661  
1
2
3
The end-of-year market values are based on the official share prices prevailing 2021.12.31  
Therese Hillman joined the board at the AGM in 2021  
Søren Jørgensen left the BoD in connection with the AGM in 2021, holdings ultimo is recorded as of April 26, 2021  
 
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
33  
business, that there are effective systems for monitoring
and control of the Company’s business and the risks
associated with the Company and its business, and to
ensure that the financial reporting has been prepared in
accordance with applicable laws, accounting standards
and other requirements imposed on listed companies.
The board of director’s responsibility for the internal
control and financial reporting is governed by the
Danish Financial Statements Act, the Danish Companies
Act and the Code. In addition, the board of directors
has implemented an internal control framework based
on the COSO standard, which focuses on the five areas:
control environment, risk assessment, control activities,
information as well as communication and monitoring.
the Company’s internal control, internal audit and risk
management, to be informed about the audit of the
annual report and consolidated financialstatements,
and to review and monitor the auditor’s impartiality
and independence. The board evaluates the need for an
internal audit function annually. In 2021, given the size
of the company, it was decided that an internal audit
function is not currently needed.
to the audit committee and subsequently to the board
of directors. The risk management assessment shall
include a follow-up on previous year’s work and a
review of any changes to procedures, control systems
and risk-mitigating actions.
Risk management  
Through an Enterprise Risk Man-  
agement process, a number of  
gross risks in Better Collective  
are identified. Each risk is de-  
scribed, including current risk  
mitigation in place, or planned  
mitigating actions.  
With regards to financial reporting, the CFO and the
finance department annually prepares a report for the
audit committee, including a review of items subject to
special risks and significant accounting estimates and
judgements, allowing the audit committee to monitor
the financial reporting process. The audit committee
also evaluates the need for an internal audit function
annually and makes recommendations to the board of
directors.
The Company applies an internal “signing & approval”
framework to ensure a clear and formalised distribution
and limitation of power, and to define and govern
guidelines for the delegation of authority to sign on
behalf of the Company. The Company has furthermore
established an IT governance structure to ensure that
all major IT projects support the Company’s business
goals and that existing IT systems and resources
are used optimally. The Company has implemented
a whistleblower scheme providing employees with
the ability to easily and anonymously report any
observations of potentially destructive, unethical or
illegal activities related to the Company.
The subsequent analysis of the  
identified risks includes an inher-  
ent risk evaluation based on two  
main parameters: probability of  
occurrence and impact on future  
Earnings and Cash Flow.  
Control environment
Control activities
In order to create and maintain a functioning control
environment, the board of directors has adopted a
number of steering documents and policies, including
rules of procedure for the board of directors, the
board committees and the executive management
with instruction for financial reporting to the board
of directors. The policies include a tax policy, treasury
policy, IT policy, information policy, insider policy,
instruction for insider lists and a code of conduct. The
Company also has a group accounting manual which
contains principles, guidelines and processes for
accounting and financial reporting.
Better Collective’s management  
continuously monitors risk de-  
velopment in the Better Collec-  
tive Group. The Risk Evaluation  
is presented to the Board of Di-  
rectors annually, for discussion  
of and any further mitigating  
actions required.  
Control activities are performed for the purpose of
preventing, detecting and correcting any errors and
irregularities, including fraud. Control activities are
implemented in the Company’s systems and procedures,
including financial reporting systems and procedures.
Control activities include, for example, physical and
electronic preventive access controls concerning
sensitive and confidential information, preventive IT
based controls limiting access to systems, joint approval
procedures for electronic bank transfers and detective
controls. Financial control activities are performed in
accordance with the group accounting manual and are
carried out on a monthly basis and are documented.
Risk assessment
Risk assessment includes identifying risks pertaining
to the Company’s business, assets and financialre-
porting as well as assessing the impact and probabil-
ity of those risks, to ensure that actions to reduce or
eliminate risks are analysed and implemented. Within
the board of directors, the audit committee is respon-
sible for continuously assessing the Company’s risks
The Board evaluates risk dynam-  
ically to cater for this variation  
in risk impact. The policies and  
guidelines in place stipulate how  
Better Collective management  
must work with risk manage-  
ment.  
The division of roles and responsibilities within the
rules of procedure for the board of directors and the
executive management aim to facilitate an effective
management of the Company’s risks. The board of
directors has also established an audit committee
whose main task is to monitor the effectivenessof
Information and communication
Internal communication to employees occurs, inter alia,
through policies, instructions and blog posts, including
The executive management shall annually prepare an
internal risk management assessment which is reported
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
34  
a Code of Conduct which serves as an overall guiding
principle for employees in all communication, an
information policy which governs internal and external
information as well as an insider policy which ensures
appropriate handling of insider information that has
not yet been disclosed to the public. Additionally, the
Company’s CEO holds the overall responsibility for the
handling of matters regarding insider information.
disclosure practises. Furthermore, the audit committee
also reviews the consistency of accounting policies
across the Group on a yearly basis.
The efficiency of the key controls is evaluated at
regular intervals and reported to the board of directors
summarising the performed evaluations and accounting
for any deviations that must be managed. In 2021, a
review of internal controls was performed with the
purpose of reviewing compliance with processes
and internal controls covering key areas and process
flows according to the Company’s group accounting
manual. The review concluded that the Company’s
financial internal controls were deemed appropriate.
Furthermore, the Group’s policies are subject to at least
one annual review by the board of directors.
The Company’s investor relations function is led
and supervised by the CFO and the Head of Investor
Relations. The principal tasks of the investor relations
function are to support matters relating to the capital
market as well as to assist in preparing financial reports,
general meetings, capital market presentations and
other regular reporting regarding investor relations
activities.
External audit
Monitoring
The Company’s auditor is appointed by the annual
general meeting for the period until the end of the next
annual general meeting. The auditor audits the financial
statements prepared by the board of directors and the
executive management. Following each financial year,
the auditor shall submit an audit report to the annual
general meeting. The Company’s auditor reports its
observations from the audit and its assessment of the
Company’s internal control to the board of directors.
Compliance and effectiveness of internal controls are
continuously monitored. The executive management
ensures that the board of directors receives continuous
reports on the development of the Company’s activities,
including the Company’s financial results and position,
and information about important events, such as key
contracts. The executive management also reports on
such matters at each board meeting.
The total fee paid to the Company’s auditor for the
financial year 2021 amounted to 312 tEUR, all of which
regarded the audit assignment.
The board of directors and the audit committee
examines the annual report and the interim reports and
conducts financial evaluations based on established
business plans. The audit committee reviews any
changes in accounting policies to determine the
appropriateness of the accounting policies and financial
At the annual general meeting held on April 26, 2021,
EY Godkendt Revisionspartnerselskab was re-elected
as the Company’s auditor with Jan C. Olsen as the lead
auditor. It was also resolved that the fees to the auditor
should be paid in accordance with normal charging
standards and approved invoice.
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
35  
Key risk factors  
Better Collective’s management continuously monitors risk  
development in the Better Collective Group  
Market  
Legal  
Cybercrime  
Recruitment  
regulation  
and retention  
Changes to applicable laws  
and regulations could lead  
to an increased burden of  
compliance, which could be  
costly and time-consuming  
to maintain efficiently. So-  
cially responsible marketing  
of gambling products and  
Better Collective believes  
contractual risk as well as  
legal risk related to reg-  
ulatory requirements are  
critical. Failure to meet or  
implement regulatory re-  
quirements, in a timely fash-  
ion concerning, for instance,  
data protection, confidenti-  
ality agreements, IPR, and  
fraud constitutes a risk.  
As a digital software-based  
company with a core busi-  
ness based on modern  
People remain the key driv-  
ers in everything that we do  
at Better Collective since  
our business is based on  
specialised expertise and in-  
novation. Failure to attract,  
develop, and retain the most  
skilled employees and man-  
agement talent constitutes  
a risk to the company.  
information  
technology,  
Better Collective’s failure  
to adequately protect itself  
against IT risk represents  
Risk profile following  
The risk evaluation is presented to the board  
of directors annually, for discussion of and  
US acquisitions  
a
distinct risk. Cybercrime  
any further mitigating actions required. The With the acquisitions in the US, the overall  
board evaluates risk dynamically to cater for risk profile of Better Collective has changed,  
a
safer gambling environ-  
including unauthorised ac-  
cess to Better Collective’s  
network and data could en-  
danger applications as well  
as the infrastructure and  
the technical environment  
stored on Better Collective’s  
network.  
ment for consumers either  
through regulation or vol-  
untary measures will add to  
the long-term sustainability  
and growth of the iGaming  
industry  
this variation in risk impact.  
and regulatory as well as financial risk has  
increased. Better Collective has mitigated the  
additional risks in US in a number of ways:  
Risk management framework  
Through an enterprise risk management ¡ Regulatory and compliance risk through  
process, a number of gross risks in Better  
Collective are identified. Each risk is described,  
including current risk mitigation in place, or  
planned mitigating actions. The subsequent  
involvement of regulatory bodies in our  
licensing process for newly established  
entities  
Changes in regulation may  
involve imposing licence  
requirements, marketing re-  
strictions and local taxation,  
although it can also imply a  
liberalisation of the market.  
iGaming regulation provides  
transparency to the legal  
framework, which in turn  
Better Collective has estab-  
lished a central legal func-  
tion that, together with the  
commercial and business  
Better Collective’s IT de-  
Better Collective’s values  
and the notion of a work-  
life balance serve as strong  
tools for recruitment of  
talent. Naturally, we have  
found that talented people  
partment  
continuously  
monitors its global techni-  
cal infrastructure, aiming to  
identify and minimise risk to  
the company’s production  
and performance. Through  
well-established procedures  
and solutions, Better Col-  
lective can quickly restore  
critical business operations.  
analysis of the identified risks includes an ¡ Financial risk through  
a performance  
based valuation of the acquired entities)  
development  
operations,  
ensures stage-gate ap-  
a
inherent risk evaluation based on two main  
parameters: probability of occurrence and  
impact on future earnings and cash flow.  
proach when new contracts  
are made and when new  
regulations or compliance  
are being imposed.  
are happy to stay with a  
company that treats them  
with respect and gives them  
freedom.  
¡ Organisational risk through establishment  
of local governance/management, and  
finance, HR, and Legal organisation  
dedicated to the US operations.  
enhances  
predictability.  
Through our sustainability  
efforts, our focus on re-  
sponsible gambling, and our  
collaborations we promote  
a
socially responsible ap-  
proach across the industry.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
36  
Board of directors  
Jens Bager  
Todd Dunlap  
Therese Hillmann  
Chair of the board and of the remuneration committee  
Born, 1959  
Nationality, DK  
Board member and member of the remuneration committee  
Born, 1966  
Nationality, USA  
Present position since 2020  
Board member and member of the audit committee  
Born, 1980  
Nationality, SE  
Present position since 2017  
Present position since 2021  
Education: Jens Bager holds a M.Sc in Economics and Business Administration  
from Copenhagen Business School.  
Education: Todd Dunlap holds two Bachelor of Science degrees, one in aero-  
space engineering and the other in business administration. He has completed  
graduate programs in Business and International Management from Stanford  
University and The Thunderbird School of Global Management.  
Education: Therese Hillman holds a M.Sc. in Accounting and Finance from the  
Stockholm School of Economics with exchange terms at the University of Vir-  
ginia and the University of North Georgia.  
Professional background: Jens Bager was the CEO of ALK-Abelló A/S for 16  
years before joining Better Collective, and prior to that he was an EVP of Chr.  
Hansen A/S. Jens Bager is an Industrial Partner at Impilo AB, the chairman of  
Scantox Holding ApS and Marleybones Ltd, and has served on various boards  
in Denmark, Sweden, and France. He has extensive experience within general  
management of international and listed companies.  
Professional background: CEO of Network of Design (NOD), a group of  
Scandinavian design companies. Therese Hillman was prior to her current  
role as CEO of NOD the Group CEO of NetEnt. In this role, she steered the  
company during a turnaround phase, in a time of changing regulation and  
market conditions, US market expansion, and a large acquisition of the  
fast-growing competitor Red Tiger.  
Professional background: Todd Dunlap is the current CEO of the startup Of-  
ferUp, one of the Seattle region’s only tech startups valued at more than $1  
billion. Prior to this role he was the CEO of North America for Booking.com and  
as such was responsible for the overall growth of the company’s business in the  
United States and Canada. Prior to joining Booking.com in 2012, Todd worked  
14 years at Microsoft, most recently in the role of Vice President & COO of Mi-  
crosoft’s Consumer & Online Division.  
Other assignments: Member of the executive board of Apto Invest ApS, Apto  
Advisory ApS, 56* NORTH Equity Partners ApS, Enhance Systems A/S, and  
Tandlægen.dk.  
Other assignments: Board member of Actic since 2018.  
Previous assignments: Prior to joining NetEnt in 2017, Therese Hillman  
worked at Gymgrossisten.com for 10 years, where she was the CEO for  
the last six years, and prior to that she worked in the roles as COO and  
CFO. Former board member of Unibet.  
Other assignments: Guest lecturer and mentor at the University of Washing-  
ton’s Foster School of Business, and strategic advisor for Booking Holdings.  
Previous assignments: Board chairman of Ambu A/S, Heatex AB and Poul Due  
Jensens Fond. CEO of ALK-Abelló A/S.  
Previous assignments: Todd Dunlap has served as the Vice President and Manag-  
ing Director of the Americas Region also at Booking.com. President and general  
manager at Microsoft Licensing, and former Board Advisor to Better Collective.  
Todd Dunlap also led the Internet Business Unit at WRQ, a global software and  
consulting firm.  
Independence in relation to:  
Independence in relation to:  
– shareholders  
– the company  
Yes  
Yes  
– shareholders  
– the company  
Yes  
Yes  
Independence in relation to:  
– shareholders  
– the company  
Yes  
Yes  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
37  
Board of directors  
Klaus Holse  
Leif Nørgaard  
Petra von Rohr  
Board member and member of the remuneration committee  
Born, 1961  
Board member and chair of the audit committee  
Born, 1955  
Board member and member of the audit committee  
Born, 1972  
Nationality, DK  
Nationality, DK  
Nationality, SE  
Present position since, 2017  
Present position since 2014  
Present position since 2018  
Education: Klaus Holse holds a M.Sc. in Computer Science from the University  
of Copenhagen, and a Graduate Diploma in Business Administration (HD) from  
Copenhagen Business School.  
Education: Leif Nørgaard holds a M.Sc in Economics and Business Administra-  
tion from Aarhus Business School and is a state authorised public accountant.  
Education: Petra von Rohr holds a M.Sc. in Economics from Stockholm School  
of Economics and McGill University in Montreal, Canada.  
Professional background: Leif Nørgaard has held senior positions in global  
companies such as CFO for Chr. Hansen Group, CFO for Dako Group, CFO for  
Teleca Group, and has served on boards in several countries. Leif Nørgaard is a  
professional investor and part-time CFO in start-up companies. He has exten-  
sive experience in finance, start-ups and growth companies.  
Professional background: Petra von Rohr is currently the CEO of Biocool AB  
and she has experience from executive management positions both from the  
finance industry and the communications industry. Most recently, she was Head  
of Group Communications at Com Hem AB. Previous experience includes work-  
ing as an equity analyst in London and Stockholm. She has extensive experience  
from working with corporate communication and investor relations  
Professional background: Klaus Holse is currently a Senior Executive Advisor  
for SimCorp, where he until September 2021, was the CEO. Klaus Holse has pre-  
viously been a Corporate VP at Microsoft, and Senior President at Oracle. At Mi-  
crosoft, he was President of Western Europe, leading the largest area outside of  
the US. Klaus Holse has extensive experience from the IT and software industry.  
Other assignments: Leif Nørgaard is currently the board chairman of MuteBox  
ApS, Myselfie Aps, and K/S Sunset Boulevard, Esbjerg. He is a member of the  
executive board of Dialægt/Citatplakat ApS, AnnoAnno ApS, Ooono A/S, Nøller  
Invest ApS, 2XL2016 ApS, Komplementarsel. Landshut ApS, Sunset Boulevard,  
Esbjerg Komplementar ApS and Robo Invest 2020 ApS.  
Other assignments Board chairman of EG Group A/S, Macrobond AB, Super-  
Office AS, Vizrt AB and Zenegy A/S. Vice chairman of the Supervisory Board of  
the Confederation of Danish Industry.  
Other assignments: Board member of The Global Vector Control Standard and  
Webrock Ventures.  
Previous assignments: Member of the Executive Management team of Com  
Hem AB, Partner of Kreab AB, Board member of Lauritz. com A/S, Lauritz.com  
Group A/S, Novare Human Capital Aktiebolag and Takkei Trainingsystems AB.  
Previous assignments: Board chairman of AX IV EG Holding III ApS, Danske  
Lønsystemer A/S, Lessor A/S, EG A/S, Ipayroll Holding ApS, Lessor Group ApS,  
Lessor Holding ApS and Delegate BE Holding ApS. Former member of the  
board of directors of The Scandinavian ApS.  
Previous assignments: Board member of Komplementarsel. Landshut ApS and  
Teklatech A/S, Actimo LATAM Holdco ApS and DTU Science Park A/S. Chairman  
of the board of K/S SDR. Fasanvej, Frederiksberg. Partner of ApS Komplemen-  
tarselskabet SDR. Fasanvej, Frederiksberg.  
Independence in relation to:  
– shareholders  
– the company  
Yes  
Yes  
Independence in relation to:  
Independence in relation to:  
– shareholders  
– the company  
Yes  
Yes  
– shareholders  
– the company  
Yes  
Yes  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
38  
Executive management  
Jesper Søgaard  
Christian Kirk Rasmussen  
Flemming Pedersen  
CEO & Co-Founder  
Born, 1983  
COO & Co-Founder  
Born, 1983  
CFO  
Born, 1965  
Nationality, DK  
Present position since 2004  
Nationality, DK  
Present position since 2004  
Nationality, DK  
Present position since 2018  
Education: Jesper Søgaard holds a M.Sc. in Political Science from the University  
of Copenhagen.  
Education: Christian Kirk Rasmussen holds a bachelor of Commerce from Co-  
penhagen Business School.  
Education: Flemming Pedersen holds a M.Sc. (cand. merc. aud.) and HD (Bach-  
elor of Business Administration) from Copenhagen Business School.  
Professional background: Jesper Søgaard founded Better Collective together  
with Christian Kirk Rasmussen in 2004 and has been working with and devel-  
oping the Group’s operations since its beginning.  
Professional background: Christian Kirk Rasmussen founded Better Collective  
together with Jesper Søgaard in 2004 and has been working with and develop-  
ing the Group’s operations since its beginning.  
Professional background: Flemming Pedersen has more than 25 years of man-  
agement experience, whereof more than 20 years in executive positions in pub-  
lic companies. He has served as CFO of ALK-Abelló A/S, and was CEO and pres-  
ident of Neurosearch A/S. He has experience in general management, finance,  
accounting, tax matters, risk management and capital markets. In addition, he  
has experience from board positions in both public and private companies in  
Denmark as well as internationally.  
Other assignments: Member of the board of directors of Rådhusholmen A/S,  
MM PROPERTIES, Over Bølgen A/S, BetterNow WORLDWIDE ApS, and Center-  
holmen A/S. CEO of J. Søgaard Holding ApS, and founding member of Dream-  
craft Ventures Management ApS. Member of the executive board of Better  
Holding 2012 A/S and J. Søgaard holding A/S.  
Other assignments: Member of the board of directors Omnigame ApS and MM  
Properties ApS. Member of the executive board Chr. Dam Holding ApS, and  
Better Holding 2012 A/S. Founding member of Dreamcraft Ventures Manage-  
ment ApS.  
Other assignments: Chairman of the Board Mindway AI ApS. Member of the  
executive board of Naapster ApS.  
Previous assignments (past five years): Board member of Bumble Ventures  
General Partners ApS, Bumble Ventures Management ApS, Bumble Ventures In-  
vest ApS, Scatter Web ApS and Ejendomsselskabet Algade 30-32 A/S. Member  
of the executive board Yellowsunmedia ApS. Member of the executive board  
Bumble Ventures SPV ApS.  
Previous assignments (past five years): Member of the board of directors of  
Bumble Ventures General Partners ApS, Bumble Ventures Management ApS,  
Bumble Ventures Invest ApS, Ejendomsselskabet Algade 30-32 A/S, Symmetry  
Invest A/S, Shiprs Danmark ApS, Scatter Web ApS, Ploomo ApS and VIGGA.us  
A/S. Member of the executive board Bumble Ventures SPV ApS.  
Previous assignments (past five years): Chairman of the board of directors of  
ALK-Abelló Nordic A/S and Good-stream ApS. Member of the board of direc-  
tors of MB IT Consulting A/S and MBIT A/S. Member of the executive manage-  
ment of ALK-Abelló A/S.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
39  
approximately 95,900, corresponding to a value of 19.3  
mSEK. An average of 839 trades were completed per trad-  
ing day. The highest price paid during the period January 1,  
2021 to December 31, 2021 was 269.00 SEK on May 9, 2021  
and the lowest price paid was 158.50 SEK on January 4,  
2021. During the period from January 1, 2021 to December  
31, 2021, Better Collective’s share price increased 30.0%,  
while the OMX Mid Cap list increased by 38.5%.  
Shareholder information  
Share data  
Marketplace  
Nasdaq Stockholm  
June 8, 2018  
Mid Cap  
The BETCO share  
and shareholders  
Date of listing  
Segment  
Sector  
Media  
Ticker symbol  
ISIN code  
BETCO  
DK0060952240  
SEK  
Share price and trading  
Better Collective A/S
has been listed since  
June 8, 2018 and is  
traded on the Nasdaq  
Stockholm Mid Cap  
index. The company’s  
ticker is BETCO.  
Currency  
Shareholders  
The closing price for the BETCO share on December 31,  
2021 was 197,00 SEK, corresponding to a market cap of  
approximately 9,240 mSEK. During the period from Jan-  
uary 1, 2021 to December 31, 2021, a total of 24,275,023  
BETCO shares were traded on the Nasdaq Stockholm  
exchange at a total value of 4,882 mSEK, corresponding  
to 44% percent of the total number of BETCO shares on  
the Nasdaq Stockholm exchange at the end of the period.  
The average number of shares traded per trading day was  
Standard trading unit  
No. of shares outstanding  
1 share  
On December 31, 2021, most of the share capital was  
owned by the company’s founders and institutions pre-  
dominantly in Sweden, Denmark, and the rest of Europe.  
On December 31, 2021, Better Collective had 4,149 share-  
holders, corresponding to a 39% increase from January 1,  
2021. The ten largest shareholders accounted for 63.6%  
of the votes and share capital. The members of Better  
Collective’s board of directors held a total of 1,855,862  
54,625,157 shares  
Highest closing price  
paid in 2021  
269.00 SEK (May 9)  
Lowest closing price  
paid in 2021  
158.50 (Jan 4)  
151.50 SEK  
+30%  
Last price paid 2021  
Share price development in 2021  
Share price performance  
Analysts  
Index  
No. of million shares  
ABG Sundal Collier  
175  
150  
125  
100  
75  
5
Oscar Rönnkvist  
oscar.Ronnkvist@abgsc.se  
4
3
2
1
Nordea Markets  
Marlon Värnik  
marlon.varnik@nordea.com  
Redeye  
50  
0
Hjalmer Ahlberg  
hjalmar.ahlberg@redeye.se  
Jan  
Feb  
Mar  
Apr  
May  
Jun  
Jul  
Aug  
Sep  
Oct  
Nov  
Dec  
ꢀBETCOꢁꢁ ꢀOMX_Stockholm_Mid Cap_GI ꢁꢁ ꢀNumber of shares traded per month  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
40  
Dividend policy  
Individuals with an insider position  
Listed companies are required to record a logbook of indi-  
viduals who are employed or contracted by the company  
and have access to insider information relating to the com-  
pany. These can include insiders, but also other individuals  
who have obtained inside information. Better Collective  
records a logbook for each financial report or regulatory  
release containing information that could affect the share  
price.  
BETCO shares. The executive management held a total of  
21,379,680 BETCO shares. The holdings of the individual  
board members and members of the executive manage-  
ment can be found on page 32.  
Better Collective has successfully executed an acquisition  
strategy since 2017, completing 25 acquisitions so far. The  
M&A-pipeline is strong with the opportunity to acquire  
large companies. Therefore, the company does not expect  
to pay dividends until further. The board of directors will  
revisit the capital structure of the Group annually and eval-  
uate whether to pay dividends. The decision to pay divi-  
dends will be based on the company’s financial position,  
investment needs, liquidity position as well as general eco-  
nomic and business conditions. If the board of directors  
finds it appropriate, dividend pay-out may be partially or  
wholly substituted by a share buy-back. Thus, the board  
has proposed that no dividend is paid out for the financial  
year of 2021.  
Financial calendar  
April 26, 2022  
AGM  
May 18, 2022  
Interim Financial report Q1  
Share capital and capital structure  
On 31 December 2021, the share capital amounted to  
546,251.57 EUR. The total number of shares amounted to  
54,625,157. All shares in the market hold equal voting rights  
and equal rights to the company’s earnings and capital.  
August 23, 2022  
Interim Financial report Q2  
Annual General Meeting 2022  
November 17, 2022  
Interim Financial report Q3  
The Annual General Meeting 2022 will take place on April  
26, 2022 at 2.00 p.m. For more information, see the sec-  
tion on General Meetings on the company’s website.  
Investor relations  
Top 10 largest shareholders as at December 31, 2020  
Owner  
Better Collective shall provide correct, relevant and clear  
information to all its shareholders, the capital market, the  
society, and the media, at the same time. Information that  
is deemed to be inside information shall be published so  
that it reaches the public in a quick, non-discriminatory  
manner. All important events, that could influence the val-  
ue of Better Collective, shall be communicated as soon as  
possible, that is in direct connection with the decision be-  
ing taken, the election taking place or the event becoming  
known to Better Collective. The Better Collective website,  
www.bettercollective.com, contains relevant material for  
shareholders, including the current share price, press reg-  
ulatory releases, and general information about the com-  
pany. Better Collective maintains a quiet period of 30 days  
prior to the publication of interim financial reports. During  
this period, representatives of the Group do not meet with  
financial media, analysts or investors.  
Number of shares  
Capital and votes  
Jesper Søgaard  
10,671,179  
10,671,179  
2,523,000  
2,465,982  
1,937,139  
1,838,839  
1,352,665  
1,200,000  
1,095,871  
33,755,854  
20,869,303  
54,625,157  
19.54%  
19.54%  
4.62%  
Christian Kirk Rasmussen  
Chr. Augustinus Fabrikker A/S  
Third Swedish National Pension Fund  
Second Swedish National Pension Fund  
Danica Pension  
4.52%  
3.55%  
3.37%  
IR contact  
Avanza Pension  
2.48%  
Jesper Ribacka  
2.20%  
Christina Bastius Thomsen,  
Knutsson Holdings AB  
Top 10 largest shareholders  
Other shareholders  
2.01%  
Head of Investor Relations  
& CSR  
61.83%  
38.17%  
100.00%  
Phone: +45 2363 8844  
e-mail: investor@bettercollec-  
tive.com  
Total number of shares  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
41  
Our approach  
Our framework and
sustainability strategy
Responsibility and sustainability are ingrained
elements of Better Collective’s business model and
have been cornerstones of our organisation since its
inception in 2004.
The United Nations Global Compact (UNGC) is a
non-binding pact encouraging all businesses worldwide
to adopt sustainable and socially responsible policies,
and to report on their implementations and operation-
al impacts. By incorporating the Ten Principles into our
strategies, policies, and procedures, we are establishing
a culture of integrity where we uphold our basic re-
sponsibilities to society and the planet, while we also
set the stage for our long-term success. We adhere to
the UNGC and understand it as a normative and morally
guiding codex to be followed in all of Better Collective’s
endeavours. In doing so, we stay committed to improv-
ing our business practises in four areas that ultimately
can aid globalisation to be more inclusive for all: human
rights, labour rights, environmental rights and, anti-cor-
ruption laws. Though the UNGC constitutes the overall
framework for our sustainability strategy and reporting,
we also implement into our strategy the UN Sustainable
Development Goals (SDGs) that we find the most perti-
nent to our operations.
Sustainability Report 2021  
Market leading digital sports media group connecting sports  
enthusiastic bettors with betting operators through innovative  
technologies and trusted digital media products  
Better Collective A/SꢀꢀCVR no. 27 65 29 13  
In 2021, the CSR team enrolled in a six months long SDG
Ambition programme hosted by the UNGP. So far, the
program has challenged us to accelerate our integration
of the SDGs, while it has taught us how to align corpo-
rate goals and KPIs with the SDG ambition benchmarks.
By strategically expanding our SDG focus and efforts
we can unlock even more business value, improve re-
silience, and enable long term sustainable growth. In
summation, our expanded effort now revolves around
Sustainability and ESG  
report 2021  
http://bettercollective.com/  
wp-content/uploads/2022/03/  
BetterCollective_SR21_web.pdf  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
42  
contributing to the positive development of SDG 3 on
good health and well-being, SDG 5 on gender equality,
SDG 8 on decent work and economic growth, and SDG
10 on reduced inequalities. As part of this exercise, we
also initiated a process of redefining our KPIs so they
better align with the SDGs, and we expect to continue
this work in 2022. Most importantly, we ensured that
the SDGs could also be embedded into our corporate
strategy and aspiration to be the #1 sports betting ag-
gregator in the world.
OOuur arpproavceh  
Sustainable Development Goals  
Ensure healthy lives and  
promote well-being for all at  
all ages  
focus areas  
Read more  
Roughly 17 years ago Better Collective was founded in
Denmark, and our headquarters remain in Copenhagen.
However, we proudly engage in the local communities
where we are active, by paying our taxes and initiating
local projects, partnering with local stakeholders. We
persistently strive to be a socially responsible sports
betting media group while we aspire to strengthen the
standards of the iGaming industry to empower users.
We believe that as a business we have an increasingly
important role to play in securing a sustainable future.
We also strongly believe that operating in a responsi-
ble way, across all business verticals while adding value
to the surrounding communities, positively affects our
business and competitiveness. Our sustainability strat-
egy and reporting are built around five strategic prior-
ities core to Better Collective’s business: Responsible
gambling (RG), Governance, People, Local community,
and Environment. Our sustainability strategy is a natural
part of our overall business strategy, and operationally,
the strategy is rolled out through our sustainability pro-
grammes “Better for Bettors” and “Better Community”.
Most importantly, our sustainability strategy and ap-
proach are deeply rooted in our core values, which have
remained the same since the birth of Better Collective.
Achieve gender equality and  
empower all women and girls  
Read more  
Responsible  
Gambling  
Governance  
Promote sustained, inclusive  
and sustainable economic  
growth, full and productive  
employment and decent  
work for all  
People  
Local  
Community  
Read more  
Environment  
Reduce inequality within and  
among countries  
Read more  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
43  
bling behaviour. We can educate users, e.g. by making  
sure that they know the legal gambling age, of possi-  
ble adverse effects of gambling, and prevention.  
Creating a safer and more  
Taking action on problem gambling  
prevention  
responsible iGaming universe  
At Better Collective, we are fully aware that there are  
users for whom gambling surpasses entertainment  
and becomes a form of addiction. As a result, we have  
increased our resources by expanding our responsi-  
ble gambling team during 2021. On November 1, we  
announced the decision to launch Gamalyze on key  
websites, a process which we have already finalised.  
Gamalyze is a self-test developed by Mindway AI.  
Throughout 2021, we have continued to offer RG re-  
sources on our websites, as well as a Betting Acade-  
my to educate users. For our employees, we recently  
updated our responsible gambling policy, which is ex-  
pected to be fully rolled out during 2022. To take ac-  
tion on problem gambling prevention, we implement-  
ed the Gamalyze software on our internal employee  
platform during 2021. For 2022, we plan to implement  
RG training for all employees across the Better Collec-  
tive Group.  
Better Collective’s long-term commitment is prevention of  
problem gambling through the education of our users. Ultimately,  
the focus on safer gambling and being a responsible business is  
what grants us our social licence to operate.  
Better Collective views sports betting and gambling  
purely as a form of entertainment, and wants to make  
sure that users’ and employees’ iGaming experiences  
remain as a form of fun and entertainment. This in-  
cludes awareness of the fact that gambling should not  
be seen as a source of income, but only be practised as  
a fun activity. When gambling, the sole purpose should  
not be to increase one’s initial stake but to set aside a  
stake that one is willing to lose for the sake of enter-  
tainment. This view of betting is the reason why we  
strongly endorse responsible gaming. When creating  
content or new websites, we always have responsible  
gambling in mind.  
We want to ensure that our users are better suited to  
navigate the iGaming world by visiting a Better Col-  
lective website before registering an account with a  
sports betting or gambling operator. We focus on the  
teaching of gambling strategies and the presentation  
of insightful information and data to make our users  
more confident in their betting. However, we do not,  
and cannot, guarantee winning – and we will nev-  
er claim to do so. As Better Collective is not a sports  
betting or gambling operator, we rely on our partner  
operators to scan for user behaviour and take action  
when a user shows signs of at-risk or problem gam-  
We want to continue our implementation of RG re-  
sources on all of our websites, and it remains our wish  
to have an even stronger collaboration across the  
iGaming industry to promote and advance responsi-  
ble gambling. By taking responsibility in protecting  
end-users from potential negative health-impacts - in  
this case gambling addiction - and by promoting men-  
tal health and well-being through various initiatives, it  
is our goal to aid the positive advancement of SDG 3.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
44  
Environment data
Unit
2021
2020
2019
ESG key metrics
CO2e, scope 1
Metric tonnes
Metric tonnes
Metric tonnes
Metric tonnes
Times
73.88
70.08
346.42
490.38
0.77
73.53
49.99
176.88
300.41
0.72
13.95
215.14
730.14
1,063.69
2.92
CO2e, scope 2
CO2e, scope 3
Total tonnes of CO2e
Tonnes of CO2e per employee
Tonnes of CO2e per mEUR turnover
Times
2.77
3.30
15.76
Social data
Unit
Target
2021
2020
2019
Average number of FTE
Total headcount
FTE
-
-
635
781
30
420
476
30
364
428
31
HC
Gender diversity
%
35
35
-
Environment  
Gender diversity top management
Gender pay ratio
%
Times
%
17
17
17
1.19
16.86
1.20
21.15
1.19
13.79
Employee turnover ratio
-
Sickness absence
Days per HC
mEUR
-
1.12
12.6
1.13
6.0
2.04
5.0
Corporate income tax
Governance data
Unit
Target
2021
2020
2019
Gender diversity, board
Board meeting attendance rate
CEO pay ratio
%
%
35
-
33.3
96
17
97
20
100
Times
-
10.27
8.27
9.12
Sustainability and ESG
report 2021
http://bettercollective.com/
wp-content/uploads/2022/03/
BetterCollective_SR21_web.pdf
Social  
Governance  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
45  
Statements  
46 Statement by management  
47  
Independent Auditor’s Report  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
46  
Statement by management
The Board of Directors and the Executive Board have
today discussed and approved the annual report of
Better Collective A/S for 2021.
Copenhagen, March 23, 2022
Executive Management  
The annual report has been prepared in accordance
with International Financial Reporting Standards as
adopted by the EU and additional requirements of the
Danish Financial Statements Act.
Jesper Søgaard
Christian Kirk Rasmussen
Flemming Pedersen
CEO & Co-founder
COO & Co-founder
CFO
It is our opinion that the consolidated financial state-
ments and the parent company financial statements
give a true and fair view of the financial position of the
Group and the Parent Company at December 31, 2021
and of the results of the Group’s and the Parent Com-
pany’s operations and cash flows for the financial year
January 1 – December 31, 2021.
Executive Vice President
Executive Vice President
Board of Directors  
Further, in our opinion, the Management’s review gives
a fair review of the development in the Group’s and the
Parent Company’s activities and financial matters, re-
sults of operations, cash flows and financial position as
well as a description of material risks and uncertainties
that the Group and the Parent Company face.
Jens Bager
Chairman
Todd Dunlap
Leif Nørgaard
Therese Hillman
Petra von Rohr
Klaus Holse
We recommend that the annual report be approved at
the annual general meeting.
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
47  
Independent Auditors’ Report
Our opinion is consistent with our long-form audit
report to the Audit Committee and the Board of
Directors.
scribed in article 5(1) of Regulation (EU) no.
537/2014.
financial statements” section, including in relation
to the key audit matters below. Accordingly, our au-
dit included the design and performance of proce-
dures to respond to our assessment of the risks of
material misstatement of the financial statements.
The results of our audit procedures, including the
procedures performed to address the matters be-
low, provide the basis for our audit opinion on the
financial statements
To the shareholders of
Better Collective A/S
Appointment of auditor
Opinion
Basis for opinion
We have audited the consolidated financial
statements and the parent company financial
statements of Better Collective A/S for the finan-
cial year January 1 – December 31, 2021, which
comprise income statement, statement of com-
prehensive income, balance sheet, statement of
changes in equity, cash flow statement and notes,
including accounting policies, for the Group and
the Parent Company. The consolidated financial
statements and the parent company financial
statements are prepared in accordance with In-
ternational Financial Reporting Standards as
adopted by the EU and additional requirements
of the Danish Financial Statements Act.
On June 8, 2018, Better Collective A/S complet-
ed its Initial Public Offering and was admitted to
trading and official listing on Nasdaq Stockholm.
Subsequent to Better Collective A/S being listed
on Nasdaq Stockholm, we were initially appoint-
ed as auditor of Better Collective A/S on April 25,
2019 for the financial year 2019. We have been re-
appointed annually by resolution of the general
meeting for a total consecutive period of 3 years
up until and including the financial year 2021.
We conducted our audit in accordance with Inter-
national Standards on Auditing (ISAs) and addi-
tional requirements applicable in Denmark. Our
responsibilities under those standards and re-
quirements are further described in the “Auditor’s
responsibilities for the audit of the consolidated
financial statements and the parent company fi-
nancial statements” (hereinafter collectively re-
ferred to as “the financial statements”) section
of our report. We believe that the audit evidence
we have obtained is sufficient and appropriate to
provide a basis for our opinion.
Valuation of goodwill, domains and
websites
Goodwill as well as domains and websites with
indefinite life are not subject to amortisation,
but are reviewed annually for impairment, or
more frequently if any indicators of impairment
are identified. Valuation of goodwill, domains
and websites is significant to our audit due to
the carrying values as well as the management
judgement involved in the assessment of the
carrying values, assessment of indefinite life and
judgements involved in impairment testing of the
goodwill, domains and websites.
Key audit matters
Key audit matters are those matters that, in our Key
audit matters are those matters that, in our profes-
sional judgement, were of most significance in our
audit of the financial statements for the financial
year 2021. These matters were addressed during
our audit of the financial statements as a whole and
in forming our opinion thereon. We do not provide a
separate opinion on these matters. For each matter
below, our description of how our audit addressed
the matter is provided in that context.
Independence
In our opinion, the consolidated financial state-
ments and the parent company financial state-
ments give a true and fair view of the financial
position of the Group and the Parent Company
at December 31, 2021 and of the results of the
Group’s and the Parent Company’s operations
and cash flows for the financial year January 1 –
December 31, 2021 in accordance with Interna-
tional Financial Reporting Standards as adopted
by the EU and additional requirements of the
Danish Financial Statements Act.
We are independent of the Group in accord-
ance with the International Ethics Standards
Board for Accountants’ International Code of
Ethics for Professional Accountants (IESBA
Code) and the additional ethical requirements
applicable in Denmark, and we have fulfilled
our other ethical responsibilities in accordance
with these requirements and the IESBA Code.
To the best of our knowledge, we have not pro-
vided any prohibited non-audit services as de-
Management prepares and reviews impairment
tests for each cash-generating unit and for the
domains and websites related to each individ-
ual significant acquisition. Impairment testing
is based on the estimated recoverable amounts
of the assets, which for this purpose are deter-
We have fulfilled our responsibilities described in
the “Auditor’s responsibilities for the audit of the
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
48  
mined based on the value in use. The value in use
is based on a discounted cash flow (DCF) model
and is calculated for each cash-generating unit
and for each individual significant acquisition.
consolidated financial statements and in note
13 to the financial statements for the parent
company..
key assumptions to market data, where
available, underlying accounting records,
past performance of the acquired businesses,
our past experience of similar transactions
and Management’s forecasts supporting the
acquisition.
Moreover, it is our responsibility to consider
whether the Management’s review provides the
information required under the Danish Financial
Statements Act.
Accounting for acquisitions
Refer to note 13 in the consolidated financial
statements and to note 13 in the financial state-
ments for the parent company.
Based on the work we have performed, we con-
clude that the Management’s review is in accord-
ance with the financial statements and has been
prepared in accordance with the requirements of
the Danish Financial Statements Act. We did not
identify any material misstatement of the Man-
agement’s review.
The Group has in 2021 completed two business
combinations. Management has determined the
fair value of the identifiable assets and liabilities
acquired. The total consideration for the two busi-
ness combinations amounts to EUR 206 million.
¡ Assessment of the fair value of the contingent
consideration including key assumptions
applied by management to calculate the fair
value.
How our audit addressed the above
key audit matter
Our audit procedures included:
Due to the significantlevel of management
judgement involved in estimation of the contin-
gent consideration and estimating the fair value
of especially the intangible assets acquired, we
considered the accounting for acquisitions of
most significance in our audit.
¡ Assessment of the adequacy of the
disclosures in note 22 related to the
acquisitions, including the fair value of
acquired intangible assets, compared to
applicable accounting standards
Management’s responsibilities for
the financial statements
¡ Assessment of the indefinite life assumption
including examination of data provided by
management and other sources as well as
inquiries to management and comparison
with industry practice and comparable
companies.
¡ Evaluation of internal procedures relating to
estimating future cash flows, preparation of
budgets and forecasts.
Management is responsible for the preparation
of consolidated financial statements and parent
company financial statements that give a true
and fair view in accordance with International Fi-
nancial Reporting Standards as adopted by the
EU and additional requirements of the Danish
Financial Statements Act and for such internal
control as Management determines is necessary
to enable the preparation of financial statements
that are free from material misstatement, wheth-
er due to fraud or error.
Statement on the Management’s
For details on the acquisitions, reference is made
to note 22 in the consolidated financialstate-
ments.
review
Management is responsible for the Management’s
review.
¡ Examination of the value-in-use model
prepared by Management, including
consideration of the cash-generation units
defined by Management and the valuation
methodology and the reasonableness of
key assumptions and input based on our
knowledge of the business and industry
together with available supporting evidence
such as available budgets and externally
observable market data related to interest
rates, etc.
How our audit addressed the above
key audit matter
Our audit procedures included:
Our opinion on the financial statements does not
cover the Management’s review, and we do not
express any form of assurance conclusion there-
on.
¡ Assessment of the assumptions and
methodology applied by management to
calculate the fair value of intangible assets
acquired compared to generally applied
valuation methodologies. We have considered
the approach taken by Management, assessed
key assumptions and obtained evidence for
the explanations provided by comparing
In preparing the financial statements, Manage-
ment is responsible for assessing the Group’s
and the Parent Company’s ability to continue as a
going concern, disclosing, as applicable, matters
related to going concern and using the going con-
cern basis of accounting in preparing the financial
statements unless Management either intends to
liquidate the Group or the Parent Company or to
In connection with our audit of the financial state-
ments, our responsibility is to read the Manage-
ment’s review and, in doing so, consider whether
the Management’s review is materially inconsist-
ent with the financial statements or our knowl-
edge obtained during the audit, or otherwise ap-
pears to be materially misstated.
¡ Assessment of the adequacy of disclosures
about key assumptions in note 13 to the
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
49  
cease operations, or has no realistic alternative
but to do so.
for our opinion. The risk of not detecting a
material misstatement resulting from fraud
is higher than for one resulting from error,
as fraud may involve collusion, forgery,
intentional omissions, misrepresentations or
the override of internal control.
the audit evidence obtained up to the date of
our auditor’s report. However, future events
or conditions may cause the Group and the
Parent Company to cease to continue as a
going concern.
ships and other matters that may reasonably be
thought to bear on our independence, and where
applicable, actions taken to eliminate threats or
safeguards applied.
Auditor’s responsibilities for the
audit of the financial statements
Our objectives are to obtain reasonable assurance
as to whether the financial statements as a whole
are free from material misstatement, whether due
to fraud or error, and to issue an auditor’s report
that includes our opinion. Reasonable assurance
is a high level of assurance, but is not a guaran-
tee that an audit conducted in accordance with
ISAs and additional requirements applicable in
Denmark will always detect a material misstate-
ment when it exists. Misstatements can arise from
fraud or error and are considered material if, indi-
vidually or in the aggregate, they could reasona-
bly be expected to influence the economic deci-
sions of users taken on the basis of the financial
statements.
From the matters communicated with those
charged with governance, we determine those
matters that were of most significance in the au-
dit of the consolidated financial statements and
the parent company financial statements of the
current period and are therefore the key audit
matters. We describe these matters in our audi-
tor’s report unless law or regulation precludes
public disclosure about the matter or when, in
extremely rare circumstances, we determine that
a matter should not be communicated in our re-
port because the adverse consequences of doing
so would reasonably be expected to outweigh the
public interest benefits of such communication.
¡ Evaluate the overall presentation, structure
and contents of the financial statements,
including the note disclosures, and whether
the financial statements represent the
underlying transactions and events in a
manner that gives a true and fair view.
¡ Obtain an understanding of internal control
relevant to the audit in order to design
audit procedures that are appropriate in the
circumstances, but not for the purpose of
expressing an opinion on the effectiveness of
the Group’s and the Parent Company’s internal
control.
¡ Obtain sufficient appropriate audit evidence
regarding the financial information of the
entities or business activities within the Group
to express an opinion on the consolidated
financial statements. We are responsible for
the direction, supervision and performance of
the group audit. We remain solely responsible
for our audit opinion.
¡ Evaluate the appropriateness of accounting
policies used and the reasonableness of
accounting estimates and related disclosures
made by Management.
¡ Conclude on the appropriateness of
Report on compliance with the
ESEF Regulation
Management’s use of the going concern
basis of accounting in preparing the financial
statements and, based on the audit evidence
obtained, whether a material uncertainty
exists related to events or conditions that
may cast significant doubt on the Group’s and
the Parent Company’s ability to continue as a
going concern. If we conclude that a material
uncertainty exists, we are required to draw
attention in our auditor’s report to the related
disclosures in the financial statements or, if
such disclosures are inadequate, to modify
our opinion. Our conclusions are based on
As part of an audit conducted in accordance with
ISAs and additional requirements applicable in
Denmark, we exercise professional judgement
and maintain professional scepticism throughout
the audit. We also::
We communicate with those charged with gov-
We communicate with those charged with gov-
ernance regarding, among other matters, the
planned scope and timing of the audit and sig-
nificant audit findings, including any significant
deficiencies in internal control that we identify
during our audit.
As part of our audit of the financial statements
of Better Collective A/S we performed pro-
cedures to express an opinion on whether the
annual report for the financial year January 1 –
December 31, 2021 with the file name bettercol-
lective-2021-12-31-en.zip is prepared, in all mate-
rial respects, in compliance with the Commission
Delegated Regulation (EU) 2019/815 on the Eu-
ropean Single Electronic Format (ESEF Regula-
tion) which includes requirements related to the
preparation of the annual report in XHTML format
¡ Identify and assess the risks of material
misstatement of the financial statements,
whether due to fraud or error, design and
perform audit procedures responsive to
those risks and obtain audit evidence that is
sufficient and appropriate to provide a basis
We also provide those charged with governance
with a statement that we have complied with rel-
evant ethical requirements regarding independ-
ence, and to communicate with them all relation-
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
50  
and iXBRL tagging of the Consolidated Financial
Statements.
ment, including the assessment of the risks of
material departures from the requirements set
out in the ESEF Regulation, whether due to fraud
or error. The procedures include:
Copenhagen, March 23, 2022
Management is responsible for preparing an an-
nual report that complies with the ESEF Regula-
tion. This responsibility includes:
EY Godkendt Revisionspartnerselskab
¡ Testing whether the annual report is prepared
in XHTML format;
CVR no. 30 70 02 28
¡ The preparing of the annual report in XHTML
format;
¡ Obtaining an understanding of the company’s
iXBRL tagging process and of internal control
over the tagging process;
Jan C. Olsen
Peter Andersen
State Authorised
Public Accountant
MNE no. mne33717
State Authorised
Public Accountant
MNE no. mne34313
¡ The selection and application of appropriate
iXBRL tags, including extensions to the
ESEF taxonomy and the anchoring thereof
to elements in the taxonomy, for financial
information required to be tagged using
judgement where necessary;
¡ Evaluating the completeness of the iXBRL
tagging of the Consolidated Financial
Statements;
¡ Evaluating the appropriateness of the
company’s use of iXBRL elements selected
from the ESEF taxonomy and the creation of
extension elements where no suitable element
in the ESEF taxonomy has been identified;
¡ Ensuring consistency between iXBRL
tagged data and the Consolidated Financial
Statements presented in human readable
format; and
¡ For such internal control as Management
determines necessary to enable the
preparation of an annual report that is
compliant with the ESEF Regulation.
¡ Evaluating the use of anchoring of extension
elements to elements in the ESEF taxonomy;
and
¡ Reconciling the iXBRL tagged data with the
Our responsibility is to obtain reasonable assur-
ance on whether the annual report is prepared,
in all material respects, in compliance with the
ESEF Regulation based on the evidence we have
obtained, and to issue a report that includes our
opinion. The nature, timing and extent of proce-
dures selected depend on the auditor’s judge-
audited Consolidated Financial Statements.
In our opinion, the annual report for the financial
year January 1 – December 31, 2021 with the file
name bettercollective-2021-12-31-en.zip is pre-
pared, in all material respects, in compliance with
the ESEF Regulation.
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Financial Statementsꢀ  
51  
Financial  
Statements  
52  
52  
53  
54  
55  
57  
Statement of profit and loss  
Statement of comprehensive income  
Balance sheet  
Statement of changes in equity  
Cash flow statement  
Notes  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
52  
Consolidated statement  
of profit and loss  
Consolidated statement  
of comprehensive income  
Note tEUR  
2021  
2020  
Note tEUR  
2021  
2020  
4
Revenue  
177,051
91,186
Profit for the period  
17,292
21,927
Direct costs related to revenue  
64,863
40,813
1,764
20,471
24,156
1,548
Other comprehensive income  
Other comprehensive income to be reclassified  
to profit or loss in subsequent periods:  
5, 6 Staff costs  
14  
7
Depreciation  
Currency translation to presentation currency  
-300
16,497
-3,629
12,568
29,860
68
-3,414
751
Other external expenses  
15,600
54,011
8,407
Currency translation of non-current intercompany loans  
Operating profit before amortisations (EBITA) and special items  
36,604
11  
Income tax  
Net other comprehensive income/loss  
Total other comprehensive income/(loss) for the period, net of tax  
-2,595
19,332
12  
8
Amortisation and impairment  
8,516
6,235
Operating profit (EBIT) before special items  
Special items, net  
45,495
-16,746
30,369
Attributable to:  
120
Shareholders of the parent  
29,860
19,332
Operating profit  
Financial income  
Financial expenses  
28,749
3,383
30,489
1,965
9
10  
5,905
3,742
Profit before tax  
26,227
28,712
11  
Tax on profit for the period  
8,935
6,785
Profit for the period  
17,292
21,927
Earnings per share attributable to equity holders of the company  
Average number of shares  
50,541,901 46,664,615
Average number of warrants – converted to number of shares  
Earnings per share (in EUR  
2,334,756 2,043,366
0.34
0.33
0.47
0.45
Diluted earnings per share (in EUR)  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
53  
Consolidated balance sheet  
Note tEUR  
2021  
2020  
Note tEUR  
2021  
2020  
Assets  
Equity and liabilities  
Non-current assets  
12, 13 Intangible assets  
Goodwill  
16  
Equity  
Share Capital  
Share Premium  
Currency Translation Reserve  
Treasury Shares  
546
469
267,873
10,798
-8,074
73,705
0
108,826
-1,770
-2
55,019
0
178,182
329,276
12,453
99,315
150,274
9,378
Domains and websites  
Accounts and other intangible assets  
Retained Earnings  
Proposed Dividends  
Total equity  
519,911
258,967
17  
344,848
162,542
14  
Property, plant and equipment  
Land and buildings  
47
2,708
1,610
721
3,225
1,449
5,395
Non-current Liabilities  
Right of use assets  
20  
20  
19  
Debt to mortgage credit institutions  
Debt to credit institutions  
Lease liabilities  
0
121,025
1,521
507
68,770
2,124
Fixtures and fittings, other plant and equipment  
4,365
11  
20  
20  
Deferred tax liabilities  
69,595
4,939
0
25,207
8,796
20,807
126,211
Other non-current assets  
Other non-current financial assets  
Deposits  
Other long-term financial liabilities  
Contingent Consideration  
Total non-current liabilities  
20  
11  
0
660
1,093
434
197,080
Deferred tax asset  
9,545
621
10,205
534,481
2,148
Current Liabilities  
Total non-current assets  
266,510
Prepayments received from customers and deferred revenue  
Trade and other payables  
Corporation tax payable  
3,400
18,393
1,735
450
10,247
1,985
18  
11  
Current assets  
15  
11  
Trade and other receivables  
Corporation tax receivable  
Prepayments  
30,083
500
18,248
788
20  
20  
20  
19  
Other financial liabilities  
10,683
19,893
0
9,850
2,498
20
Contingent Consideration  
Debt to mortgage credit institutions  
Lease liabilities  
Total current liabilities  
Total liabilities  
2,223
1,466
20  
20  
Restricted Cash  
Cash  
1,489
6,926
1,347
1,262
28,603
62,898
597,379
21,127
55,451
252,531
597,379
26,312
152,523
315,065
Total current assets  
Total assets  
48,555
315,065
Total equity and liabilities  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
54  
Consolidated statement of changes in equity  
Currency  
Currency  
trans-  
trans-  
Share  
Share  
lation Treasury Retained Proposed  
reserve  
Total  
equity  
Share  
Share  
lation Treasury Retained Proposed  
Total  
equity  
tEUR  
capital premium  
shares earnings Dividend  
tEUR  
capital premium  
reserve  
shares earnings Dividend  
As of January 1, 2021  
469
108,826
-1,770
-2
55,019
0
162,542
As of January 1, 2020  
464
106,296
825
0
30,732
0
138,317
Result for the period  
0
0
0
0
17,292
0
17,292
Result for the period  
0
0
0
0
21,927
0
21,927
Other comprehensive  
income  
Other comprehensive  
income  
Currency translation to  
presentation currency  
Currency translation to  
presentation currency  
0
0
0
0
0
0
0
0
16,197
-3,629
12,568
12,568
0
0
0
0
0
0
0
0
0
0
16,197
-3,629
12,568
29,860
0
0
0
0
0
0
0
0
-3,346
751
0
0
0
0
0
0
0
0
0
-3,346
751
Tax on other  
comprehensive income  
Tax on other  
comprehensive income  
0
0
Total other  
comprehensive income  
Total other  
comprehensive income  
0
-2,595
-2,595
-2,595
19,332
Total comprehensive  
income for the year  
Total comprehensive  
income for the year  
17,292
21,927
Transactions with owners  
Transactions with owners  
Capital Increase  
77
159,047
0
0
0
0
159,124
Capital Increase  
5
2,530
0
0
0
0
2,535
Acquisition of treasury  
shares  
Acquisition of treasury  
shares  
0
0
0
0
0
0
0
0
0
0
0
0
-8,135
71
0
11
0
0
0
0
-8,135
82
0
0
0
0
0
0
0
0
0
0
0
0
-4,903
0
1,438
955
0
0
0
0
-4,903
6,339
955
Disposal of treasury shares  
Share based payments  
Transaction cost  
Disposal of treasury shares  
Share based payments  
Transaction cost  
4,901
0
3,688
-2,305
3,688
-2,313
0
0
-8
-33
-33
Total transactions  
with owners  
Total transactions  
with owners  
77
159,047
267,873
0
-8,072
-8,074
1,394
0
0
152,446
344,848
5
2,530
0
-2
-2
2,360
0
0
4,893
At December 31, 2021  
546
10,798
73,705
At December 31, 2020  
469
108,826
-1,770
55,019
162,542
During the period no dividend was paid.  
During the period no dividend was paid.  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
55  
Consolidated statement of cash flow  
Note tEUR  
2021  
2020  
Note tEUR  
2021  
2020  
Profit before tax  
26,227
2,522
28,712
1,777
20  
20  
Repayment of borrowings  
-87,069
139,373
-1,147
-843
-22,756
74,629
-1,025
485
Adjustment for finance items  
Proceeds from borrowings  
Lease liabilities  
Adjustment for special items  
16,746
45,495
10,280
-531
-120
Operating Profit for the period before special items  
Depreciation and amortisation  
30,369
7,783
955
Other non-current liabilities  
Capital increase  
148,893
-8,143
-2,305
188,759
393
Other adjustments of non cash operating items  
Treasury shares  
-4,903
-33
Cash flow from operations before changes in  
working capital and special items  
Transaction cost  
55,244
-4,040
51,204
-5,997
45,207
3,702
39,107
-786
Cash flow from financing activities  
46,790
21  
Change in working capital  
Cash flow from operations before special items  
Special items, cash flow  
38,321
-625
Cash flows for the period  
1,102
28,053
937
5,375
22,755
-77
Cash and cash equivalents at beginning  
Foreign currency translation of cash and cash equivalents  
Cash and cash equivalents period end*  
Cash flow from operations  
37,696
1,415
Financial income, received  
30,092
28,053
Financial expenses, paid  
-4,693
44,216
-12,654
31,562
-2,496
36,615
-9,940
26,675
Cash flow from activities before tax  
Income tax paid  
*Cash and cash equivalents period end  
Restricted cash  
11  
1,489
28,603
30,092
6,926
21,127
28,053
Cash flow from operating activities  
Cash  
Cash and cash equivalents period end  
22  
12  
14  
14  
Acquisition of businesses  
-207,900
-11,591
-687
-65,792
-1,802
-460
1
Acquisition of intangible assets  
Acquisition of property, plant and equipment  
Sale of property, plant and equipment  
Change in non-current assets  
972
-13
-37
Cash flow from investing activities  
-219,219
-68,090
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
56  
Cashflow statement – specifications  
Note tEUR  
2021  
2020  
Acquisition of business combinations:  
22  
Net Cash outflow from business combinations at acquisition  
Business Combinations deferred payments from current period  
Deferred payments – business combinations from prior periods  
Total cashflow from business combinations  
-179,732  
-2,158  
-53,429  
-1,384  
-26,010  
-10,979  
-65,792  
-207,900  
Acquisition of intangible assets:  
12  
Acquisitions through asset transactions  
Deferred payments related to acquisition value  
Deferred payments - acquisitions from prior periods  
Other investments  
-14,297  
3,535  
-70  
-1,070  
0
0
-759  
-732  
-1,802  
Total cash flow from intangible assets  
-11,591  
Cashflow from Equity movements:  
Equity movements with cashflow impact – from cash flow statement:  
Capital increase  
148,893  
-8,143  
393  
-4,903  
-33  
Treasury shares  
Transaction cost  
-2,305  
Total equity movements with cashflow impact  
138,445  
-4,543  
Non-cash flow movements on equity:  
New shares for M&A payments  
10,231  
82  
2,142  
6,339  
955  
Treasury shares used for M&A payments  
Share based payments – warrant expenses with no cash flow effect  
Total non-cash flow movements on equity  
3,688  
14,001  
9,436  
Total Transactions with owners  
– Consolidated statement of changes in equity  
152,446  
4,893  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
57  
Notes to the consolidated financial statements  
Note  
Page  
1
Accounting policies  
58  
60  
61  
63  
63  
65  
66  
67  
67  
67  
68  
70  
71  
73  
75  
75  
75  
76  
76  
77  
82  
82  
85  
86  
89  
89  
2
Significant accounting judgements, estimates and assumptions  
Segment information  
3
4
Revenue specification – affiliate model  
Staff and other costs  
5
6
Share-based payment plans  
Fees paid to auditors appointed at the annual general meeting  
Special items  
7
8
9
Finance income  
10  
11  
12  
13  
14  
15  
16  
17  
18  
19  
20  
21  
22  
23  
24  
25  
26  
Finance costs  
Income tax  
Intangible assets  
Goodwill and intangible assets with indefinite lives  
Property, plant and equipment  
Trade and other receivables  
Issued capital and reserves  
Distributions made and proposed  
Trade and other payables  
Leasing  
Financial risk management objectives and policies  
Change in working capital  
Biusiness combinations  
Related party disclosures  
Group information  
Other contingent liabilities  
Events after the reporting date  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
58  
Notes  
1ꢁAccounting policies  
In the consolidated financial statements, the statements of compre-  
hensive income of Group entities with a functional currency other than  
EUR are translated at the exchange rate on the transaction date, and the  
balance sheet items are translated at closing rates. An average exchange  
rate for each month is used as the exchange rate at the transaction date  
in so far as this does not significantly distort the presentation of the un-  
derlying transactions. Foreign exchange differences arising on translation  
to the EUR presentation currency are recognised in other comprehensive  
income (OCI) in a separate translation reserve under equity. On disposal  
of a reporting entity, the component of other comprehensive income  
relating to that particular reporting entity is reclassified to profit or loss.  
New financial reporting standards not yet adopted  
The IASB has issued a number of new or amended standards and in-  
terpretations with effective date after December 31, 2021. None of the  
standards are expected to have a significant effect for Better Collective  
A/S.  
General  
The financial statements section of the annual report for the period  
January 1 – December 31, 2021 comprises both the consolidated financial  
statements of Better Collective A/S and its subsidiaries (the Group or  
the Better Collective Group) and the separate parent company financial  
statements (the Parent). The comparative figures cover the period January  
1 – December 31, 2020.  
Basis for preparation  
The annual report for the Group and the parent company has been  
prepared in accordance with IFRS as adopted by the EU and additional  
Danish disclosure requirements for listed companies.  
The consolidated financial statements of Better Collective A/S have been  
prepared in accordance with International Financial Reporting Standards  
as adopted by the EU and additional Danish disclosure requirements for  
listed companies. Better Collective A/S is incorporated and domiciled in  
Denmark.  
Presentation currency  
The Parent company has provided non-current intercompany loans in  
USD to fund acquisitions of assets and business combinations in US.  
Unrealised exchange rate gains/losses and related tax impact related  
to these loans are recognised in Other Comprehensive Income for the  
group.  
The Group’s consolidated financial statements and parent financial state-  
ments are presented in Euro (EUR), and the parent company’s functional  
currency is Danish Kroner (DKK). In general, rounding will occur and  
cause variances in sums and percentages in the consolidated and parent  
company financial statements.  
The Board of Directors and the Executive Board have discussed and  
approved the annual report for Better Collective A/S on March 24, 2022.  
The annual report will be presented to the shareholders of Better Collec-  
tive A/S for adoption at the annual general meeting on April 26, 2022.  
Basis for consolidation  
The consolidated financial statements include the parent company Better  
Collective A/S and its subsidiaries.  
Foreign currencies  
For each of the reporting entities in the Group, including subsidiaries and  
foreign associates, a functional currency is determined. The functional  
currency is the currency used in the primary financial environment in  
which the reporting entity operates. Transactions denominated in curren-  
cies other than the functional currency are foreign currency transactions.  
New segment reporting  
Following the acquisition of Action Network in May 2021 Better Col-  
lective has reported on the geographical segments US and RoW (Rest  
of World), measuring and disclosing separately for Revenue, Cost and  
Earnings. The additional segment reporting is in addition to the segment  
reporting on Publishing and Paid Media introduced in 2020.  
Subsidiaries are entities over which the Better Collective Group has  
control. The Group has control over an entity when the Group is exposed  
to or has rights to variable returns from its involvement in the entity and  
has the ability to affect those returns through its power over the entity.  
Only potential voting rights considered to be substantive at the balance  
sheet date are included in the control assessment. The Group re-assesses  
if it controls an investee if facts and circumstances indicate that there  
are changes to one or more of the elements of control. Consolidation of  
a subsidiary begins when the Group obtains control over the subsidiary  
and ceases when the Group loses control of the subsidiary.  
On initial recognition, foreign currency transactions are translated to the  
functional currency at the exchange rate on the transaction date. Foreign  
exchange differences arising between the rate on the transaction date  
and the rate on the date of settlement are recognised in profit or loss as  
financial income or financial expenses.  
New financial reporting standards  
All new or amended standards (IFRS) and interpretations (IFRIC) as  
adopted by the EU and which are effective for the financial year begin-  
ning on 1 January 2021 have been adopted. The implementation of these  
new or amended standards and interpretations had no material impact  
on the financial statements.  
At the end of a reporting period, receivables and payables and other  
monetary items denominated in foreign currencies are translated to the  
functional currency at the exchange rate on the balance sheet date.  
The consolidated financial statements are prepared by combining  
uniform items. On consolidation, intercompany income and expenses,  
shareholdings, intercompany accounts and dividend as well as realised  
and unrealised profit and loss on transactions between the consolidated  
companies are eliminated.  
The accounting policies have been applied consistently during the finan-  
cial year and for the comparative figures. For standards implemented  
prospectively the comparative figures are not restated.  
The difference between the exchange rates on the balance sheet date  
and on the date the receivable or payable was recognised in the latest  
reporting period is recognised in profit or loss as financial income or  
financial expenses.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
59  
Notes  
1ꢁAccounting policies (continued)  
Cash flow statement  
Accounting principles:  
The Cash Flow Statement shows the cash flows of the Group for the year,  
distributed on operating activities, investing activities, and financing  
activities for the year, changes in cash and cash equivalents, and the  
cash and cash equivalents at the beginning and the end of the year,  
respectively.  
Fair value measurement  
The Group uses the fair value concept in connection with certain disclo-  
sure requirements and for recognition of financial instruments. Fair value  
is defined as the price that would be received to sell an asset or paid to  
transfer a liability in an orderly transaction between market participants  
at the measurement date (“exit price”).  
The cash flow effect of acquisitions of businesses is shown separately in  
cash flows from investing activities. Cash flows from acquired businesses  
are recognised in the cash flow statement from the date of acquisition.  
The fair value is a market-based and not an entity-specific measurement.  
The entity uses the assumptions that the market participants would  
use for the pricing of the asset or liability based on the current market  
conditions, including risk assumptions. The entity’s purpose of holding  
the asset or settling the liability is thus not taken into account when the  
fair value is determined.  
Cash flow from operating activities  
Cash flows from operating activities are determined as profit for the year  
adjusted for noncash operating items, the change in working capital and  
income tax paid.  
Cash flow from investing activities  
The fair value measurement is based on the principal market. If a princi-  
pal market does not exist, the measurement is based on the most advan-  
tageous market, i.e. the market that maximises the price of the asset or  
liability less transaction and transport costs.  
Cash flows from investing activities comprise payments in connection  
with the acquisition and sale of businesses, intangible assets, property,  
plant and machinery and financial assets.  
Cash flow from financing activities  
All assets and liabilities measured at fair value, or in respect of which the  
fair value is disclosed, are categorised into levels within the fair value  
hierarchy based on the lowest level input that is significant to the entire  
fair value measurement, see below:  
Cash flows from financing activities comprise change in the size or com-  
position of the Group’s share capital and related costs as well as borrow-  
ing, repayment of interest-bearing debt, re-payment of lease liabilities,  
and payment of dividends to shareholders.  
Level 1: Quoted priced in an active market for identical assets or liabili-  
ties  
Level 2: Inputs other than quoted prices included in Level 1 that are  
observable either directly or indirectly  
Level 3: Inputs that are not based on observable market data (valuation  
techniques that use inputs that are not based on observable  
market data)  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
60  
Notes  
2ꢁSignificant accounting judgements, estimates and assumptions  
The preparation of the Group’s consolidated financial statements  
requires management to make judgements, estimates and assumptions  
that affect the reported amounts of revenue, expenses, assets and  
liabilities, and the accompanying disclosures, as well as the disclosure  
of contingent liabilities. Uncertainty about these assumptions and  
estimates could result in outcomes that require a material adjustment  
to the carrying amount of assets or liabilities affected in future periods.  
The key accounting judgements, estimates, and assumptions, that have a  
significant risk of causing a material adjustment to the carrying amounts  
of assets and liabilities within the next financial year are discussed below.  
Management based its assumptions and estimates on parameters avail-  
able when the consolidated financial statements were prepared. Existing  
circumstances and assumptions about future developments, however,  
may change due to uncertainty about the situation in Ukraine, market  
changes or circumstances arising that are beyond the control of the  
Group. Such changes are reflected in the assumptions when they occur.  
derlying business activities of the operators. Consequently, Management  
including the expected life of the share option or appreciation right,  
volatility and dividend yield and making assumption about them. The  
2020 and 2021 warrant programs (including the Action Network MIP)  
include performance targets that adjust the number of warrants vested.  
The employee retention factor and performance factors are included in  
the expense calculation. Reference is made to note 6 of the consolidated  
financial statements.  
has assessed indefinite life of domain names and websites similar to its  
peers in the industry. Management reviews this assessment annually to  
determine whether the indefinite life continues to be supportable.  
Management reviews goodwill and domain names and websites for im-  
pairment at least once a year. This requires Management to make an es-  
timate of the projected future cash flows from the continuing use of the  
cash-generating unit to which the assets are allocated and also to choose  
a suitable discount rate for those cash flows. Management has assessed  
that the cash generating units identified in 2020 continue (Atemi, HLTV,  
US, and the rest of Better Collective), and that the 2021 acquisitions of  
Action Network Inc. and Mindway are included in US and Rest, respec-  
tively for impairment. Performance and cash flows from domain names  
and websites owned by the individual cash generating units are allocated  
and forms the basis for impairment. Reference is made to note 13 of the  
consolidated financial statements.  
Special items  
Significant expenses and income, which Better Collective consider  
non-recurring, are presented in the Income statement in a separate line  
item labelled ‘Special items’ in order to distinguish these items from  
other income statement items and provide a more transparent and  
comparable view of Better Collective’s ongoing performance. Types of  
expenses and income included in special items include cost related to  
M&A, adjustments to Earn-out payments, cost related to restructuring,  
income from divestiture of non-strategic assets, and cost related to the  
Action Network Management Incentive Program. The cost relating to  
the Action Network MIP is considered Special Items as the program was  
agreed in connection with the acquisition. Reference is made to note 8 of  
the consolidated financial statements and note 6 of the parent company  
financial statements.  
Business combinations  
The Group is required to allocate the acquisition cost of entities and  
activities through business combinations on the basis of the fair value of  
the acquired assets and assumed liabilities. The Group uses external and  
internal valuations to determine the fair value. The valuations include  
management estimates and assumptions as to future cash flow projec-  
tions from the acquired business and selection of models to compute  
the fair value of the acquired components and their depreciation period.  
Estimates made by Management influence the amounts of the acquired  
assets and assumed liabilities and the depreciation and amortisation  
of acquired assets in profit or loss. Reference is made to note 22 of the  
consolidated financial statements.  
If the events and circumstances do not continue to support a useful  
life assessment and the projected future cash flows from the intangible  
assets is less than the assets’ carrying value, an impairment loss will be  
recognised. In addition, Management will change the indefinite useful life  
assessment from indefinite to finite and this change will be accounted for  
prospectively as a change in accounting estimate.  
Contingent consideration  
Contingent consideration resulting from business combinations is valued  
at fair value at the acquisition date as part of the business combination.  
When the contingent consideration meets the definition of a financial li-  
ability, it is subsequently remeasured to fair value at each reporting date.  
The determination of the fair value is based on discounted cash flows.  
The key assumptions take into consideration the probability of meeting  
the performance target (see Note 22 (Group) for details). The contingent  
liability related to the acquisition of Better Collective Tennessee has been  
re-assessed in connection with the November 4, 2021 agreement to pay  
the remaining 40% of the shares.  
Revenue from agreements with variable components  
The Group has agreements with customers that include variable revenue,  
e.g. agreements where the CPA value depends on the achievement of  
NDC targets. CPA revenue under these contracts are recognised with  
the number of NDCs delivered and the estimated CPA value based on  
expected performance for the contract period.  
Goodwill, intangible assets with indefinite useful life and  
impairment  
Goodwill and domain names and websites are expected to have an indef-  
inite useful life and are therefore not subject to amortisation. Manage-  
ment believes that as long as content is being updated continuously and  
based on existing technology there is no foreseeable limit to the period  
on which the assets can generate revenues and cash flow from the un-  
Share-based payments  
Estimating fair value for share-based payment transactions requires  
determination of the most appropriate valuation model, which depends  
on the terms and conditions of the grant. This estimate also requires  
determination of the most appropriate inputs to the valuation model  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
61  
Notes  
3ꢁSegment information  
Paid / Publishing  
The performance for the Publishing and Paid Media Segments is presented in the below table:  
From Q4, 2020, and following the acquisition of the Atemi Group on  
October 1, 2020, Better Collective has operated two different business-  
models regarding customer acquisition with different earnings-profiles.  
Publishing  
Paid Media  
Total  
tEUR  
2021  
2020  
2021  
2020  
2021  
2020  
The Publishing business includes revenue from Better Collective’s pro-  
prietary online platforms and media partnerships where the online traffic  
is coming either directly or through organic search results, whereas Paid  
Media generates revenue through paid ad-traffic to our websites, thereby  
running on a significantly lower earnings margin. The segment reporting  
includes these two segments.  
Revenue  
Cost  
120,188  
68,947  
74,184  
38,820  
56,863  
52,329  
17,002  
14,214  
177,051  
121,276  
91,186  
53,034  
Operating profit before depreciation, amortisations and special items  
EBITDA-Margin before special items  
51,241  
43%  
35,364  
48%  
4,534  
2,788  
16%  
55,775  
32%  
38,152  
42%  
8%  
Special items, net  
-16,746  
563  
0
-443  
-16,746  
120  
Operating profit before depreciation and amortisations  
34,496  
35,927  
4,534  
2,345  
39,030  
38,272  
Depreciation  
1,726  
1,532  
38  
16  
1,764  
1,548  
Operating profit before amortisations  
32,769  
34,395  
4,496  
2,329  
37,265  
36,724  
EBITA-Margin  
27%  
46%  
8%  
14%  
21%  
40%  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
62  
Notes  
3ꢁSegment information (continued)  
US / Rest of World  
The performance for US and Rest of World segments is presented in the below table:  
Rest of world  
In 2021, Following the acquisition of Action Network (included in Group  
accounts from the time of closing on May 28, 2021), Better Collective has  
reported on the geographical segments US and RoW (Rest of World),  
measuring and disclosing separately for Revenue, Cost and Earnings.  
US  
Total  
tEUR  
2021  
2020  
2021  
2020  
2021  
2020  
Revenue  
Cost  
130,021  
91,789  
81,181  
45,127  
47,030  
29,487  
10,005  
7,907  
177,051  
121,276  
91,186  
53,034  
Comparative figures have been re-stated according to the new segment  
reporting.  
Operating profit before depreciation, amortisations and special items  
EBITDA-Margin before special items  
38,232  
29%  
36,054  
17,544  
37%  
2,098  
21%  
55,775  
32%  
38,152  
42%  
The performance of the segments is monitored at the level of operating  
profit before amortisations and special items, hence assets and liabilities  
for individual segments are not presented.  
44%  
Special items, net  
2,745  
-366  
-19,491  
486  
-16,746  
120  
Operating profit before depreciation and amortisations  
40,976  
35,688  
-1,947  
2,584  
39,030  
38,272  
Depreciation  
1,474  
1,104  
290  
444  
1,764  
1,548  
Operating profit before amortisations  
39,502  
34,584  
-2,236  
2,140  
37,265  
36,724  
EBITA-Margin  
30%  
43%  
-5%  
21%  
21%  
40%  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
63  
Notes  
4ꢁRevenue specification – affiliate model  
5ꢁStaff and other costs  
Accounting principles:  
In accordance with IFRS 15 disclosure requirements, total revenue is split  
on Revenue Share, Cost per Acquisition (CPA), Subscription Revenue and  
Other, as follows:  
tEUR  
2021  
2020  
Revenue  
Wages and salaries  
32,681  
3,009  
2,465  
1,203  
19,188  
1,974  
1,521  
Revenue is recognised to the extent that it is probable that the economic  
benefits will flow to the Group and the revenue can be reliably measured,  
regardless of when the payment is received. Revenue is measured at the  
fair value of the consideration received or receivable, taking into account  
contractually defined terms of payment and excluding taxes or duties.  
The Group’s revenue is derived from affiliate marketing activities and  
subscription services, as follows:  
Pensions, defined contribution  
Other social security costs  
Share-based payments  
Other staff costs  
tEUR  
2021  
2020  
955  
Revenue  
1,455  
518  
Revenue Share  
CPA  
67,858  
80,423  
11,770  
53,697  
22,251  
5,645  
9,593  
91,186  
Total staff costs  
40,813  
24,156  
Revenue - Subscription  
Aff. Revenue Other  
Total Revenue  
Revenue share: In a revenue share model the Group receives a share  
of the revenues that a gaming operator has generated from a player  
betting or gambling on their IGaming website, the player initially having  
been referred from one of the Group’s websites. Revenue is recognised  
at a point in time equal to the month that it is earned by the respective  
gaming operator.  
Average number of full-time employees  
635  
420  
17,001  
177,051  
Remuneration to Executive Directors  
Wages and salaries  
1,150  
119  
765  
87  
%-split  
2021  
2020  
Pensions, defined contribution  
Other social security costs  
Share-based payments  
Total  
Cost per acquisition (CPA): For CPA deals, the gaming operator pays  
a one-time fee for each referred player who deposits money on their  
IGaming website. Cost per acquisition consists of a pre-agreed rate with  
the gaming operator. Revenue is recognised at a point in time equal to  
the month in which the deposits are made.  
Revenue  
2
2
Revenue Share  
CPA  
38  
45  
7
59  
24  
6
205  
1,475  
455  
1,308  
Revenue - Subscription  
Aff. Revenue Other  
Total Revenue  
10  
11  
Remuneration to Board of Directors  
Wages and salaries  
Share-based payments  
Total  
Subscription Revenue: Subscription revenue is subscription fees  
received by players who subscribe to services provided by the Group’s  
websites, primarily in the US market. Subscription revenue is recognised  
at the point in time equal to the month where the services under the  
subscription is delivered.  
100  
100  
297  
27  
195  
32  
The Group has earned 37.8 mEUR in revenues from one major customer,  
which represents 21 % of the Group’s revenue (2020: 36%). The effect  
of consolidating new acquisitions on a full year basis will be a further  
decline of this percentage.  
324  
226  
Aff. Other Revenue: Other revenue primarily includes revenue from  
sales of banners and other marketing fees from customers related to the  
Group’s websites and is recognised when the service is delivered.  
Other operating income: Other operating income in the Parent Company  
consists of management fees for subsidiaries and is recognised at the  
time of delivery of the management services.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
64  
Notes  
5ꢁStaff and other costs (continued)  
Board Fees  
Accounting principles:  
Jens  
Klaus  
Holse  
Leif  
Petra  
Therese  
Hillman  
Todd  
Søren  
Direct cost related to revenue  
tEUR  
Bager  
Nørgaard  
von Rohr  
Dunlap Jørgensen  
Total  
Direct cost related to revenue contains cost of running the websites and  
includes, content production, domain name registration, domain hosting,  
and external development cost.  
2021  
105  
37  
44  
37  
27  
65  
9
324  
2020  
69  
25  
29  
25  
0
56  
25  
228  
Staff cost  
Staff cost include wages and salaries, including compensated absence  
and pension to the Company’s employees, as well as other social security  
contributions, etc. The item is net of refunds from public authorities.  
Costs related to long term employee benefits, e.g. share-based  
payments, are recognised in the period to which they relate.  
Remuneration to executive directors  
Jesper  
Søgaard  
Christian  
Kirk Rasmussen  
Flemming  
Pedersen  
tEUR  
Total  
Other external expenses  
2021  
Other external expenses include the year’s expenses relating to  
the Company’s core activities, including expenses relating to sale,  
advertising, administration, premises, bad debts, etc.  
Wages and salaries  
Pensions, defined contribution  
Other social security costs  
Share-based payments  
Total  
370  
31  
370  
31  
409  
57  
1,150  
119  
1
1
1
2
51  
51  
104  
570  
205  
1,475  
453  
453  
2020  
Wages and salaries  
Pensions, defined contribution  
Other social security costs  
Share-based payments  
Total  
216  
22  
216  
22  
332  
43  
765  
87  
1
1
1
2
121  
360  
121  
360  
213  
589  
455  
1,308  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
65  
Notes  
6ꢁShare-based payment plans  
Other key  
Exercise price,  
Board of  
Directors  
Executive Management  
Total,  
weighted  
2017 Warrant program:  
directors  
personnel  
numbers  
average EUR  
During the year 2021 the company did not grant any warrants under this  
program.  
Share options outstanding at January 1, 2020  
0
874,644  
1,173,700  
2,048,344  
5.40  
During the year 2021, employees have exercised warrants corresponding  
to 388,534 shares issued.  
Granted  
25,000  
0
260,000  
68,840  
226,116  
0
285,000  
68,840  
226,116  
0
13.76  
6.90  
1.74  
0
Forfeited/expired  
0
0
Expenses for the first vesting period are recognised based on expected  
retention rates and performance factors.  
Exercised  
0
0
0
0
Transferred  
2019 Warrant program:  
Share options outstanding at December 31, 2020  
25,000  
874,644  
1,138,744  
2,038,388  
6.92  
No grants nor exercises has taken place during the year.  
Of this exercisable at the end of the period  
0
91,530  
162,208  
253,738  
1.74  
Expenses for the first vesting period are recognised based on expected  
retention (75%) and the performance factor, which is 83% for 2021.  
Share options outstanding at January 1, 2021  
25,000  
874,644  
1,138,744  
2,038,388  
6.92  
2020 Warrant programs:  
Granted  
0
0
0
1,097,301  
116,031  
238,534  
0
1,097,301  
116,031  
388,534  
0
19.39  
8.52  
1.74  
0
2020 KE warrant program  
Forfeited/expired  
0
No grants nor exercises has taken place during the year.  
Exercised  
0
0
150,000  
0
Transferred  
Expenses for the first vesting period are recognised based on expected  
retention (75%/100%) and the performance factor, which is 83% for 2021.  
Share options outstanding at December 31, 2021  
25,000  
724,644  
1,881,480  
2,631,124  
8.72  
2021 Warrant programs:  
Of this exercisable at the end of the period  
0
124,644  
182,550  
307,194  
1.74  
On September 10th, 2021 422,500 new warrants were granted to certain  
key employees, all with the right to subscribe for one ordinary share and  
are classified as equity-settled sharebased payment transactions*. The  
vesting periods range from 2022-2024 and the exercise periods range  
from 2024 to 2026.  
* The Board of Directors maintains the right to settle the incentive programs in cash.  
Expenses for the first vesting period are recognised based on expected  
retention (75%) and the performance factor, which is 83% for 2021.  
On October 1st, 2021, 473,563 PSUs and 201,238 share options were  
issued for a management incentive program related to Action Network,  
with the right to subscribe for one ordinary share and are classified as  
equity-settled sharebased payment transactions*. The vesting periods  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
66  
Notes  
6ꢁShare-based payment plans (continued)  
7ꢁFees paid to auditors appointed at the annual  
general meeting  
range from 2022-2024 and the exercise periods range from 2024 to  
2026.  
Accounting principles:  
Group  
tEUR  
2021  
2020  
Share-based payments  
Expenses for the first vesting period are recognised based on expected  
retention (75%) and the performance factor, which is 100% for 2021.  
Employees (including senior executives) and directors of the Group re-  
ceive remuneration in the form of share-based payments, whereby they  
render services as consideration for equity instruments (equity-settled  
transactions).  
Fee related to statutory audit  
Fees for tax advisory services  
Assurance engagements  
Other assistance  
291  
0
198  
0
Warrant programs impact in accounts:  
20  
0
22  
The total share based compensation expense recognised for the full year  
2021 is 3,688 tEUR (2020: 955 tEUR ), of which the 2019 program is 376  
tEUR, 2020 Key Employees program is 501 tEUR, 2020 Board Member  
program is 27 tEUR, 2021 Key Employees program is 299 tEUR, 2021 MIP  
PSU program is 2,124 tEUR, and 2021 MIP Share Options program is 360  
tEUR. The cost of the MIP Action program is included as special items in  
total (2,485 tEUR).  
The cost is recognised in staff costs, together with a corresponding  
increase in equity (other capital reserves), over the period in which the  
service and, where applicable, the performance conditions are fulfilled  
(the vesting period). The cumulative expense recognised for equity-set-  
tled transactions at each reporting date until the vesting date, reflects  
the extent to which the vesting period has expired and the Group’s best  
estimate of the number of equity instruments that will ultimately vest.  
The expense or credit in the statement of profit or loss for a period  
represents the movement in cumulative expense recognised as at the  
beginning and end of that period.  
48  
268  
311  
The weighted average remaining contractual life of warrants to key  
employees outstanding as of December 31, 2021 and 2020 was 2.95 and  
3.27 years respectively. The weighted exercise prices for outstanding  
warrants as of December 31, 2021 and 2020 was EUR 8.72 and EUR 6.92.  
The non-employee directors that have been granted warrants are en-  
titled to the total number of warrants immediately. Accordingly, these  
awards are considered to vest immediately and therefore the related  
compensation expense is recognised in full on the date the warrants are  
granted.  
Board of Directors, Executive Directors, and Key Employees  
2021  
2020  
2019  
2018  
Dividend yield (%)  
0%  
50%  
0%  
0%  
45-50%  
0%  
0%  
35%  
0%  
5
6%  
30%  
1%  
No expense is recognised for awards that do not ultimately vest because  
non-market performance and/or service conditions have not been met.  
Expected  
volatility (%)*  
Risk free  
interest rate (%)  
The dilutive effect of outstanding warrants is reflected as additional  
share dilution in the computation of diluted earnings per share.  
Expected life of  
warrants (years)  
When warrants are exercised, the Company issues new shares. The  
proceeds received are credited to share capital for the par value of the  
shares and share premium for the remainder.  
4.4-5  
18.34  
19.44  
5
12.21  
13.76  
5
Share price (EUR)  
7.89 2.59-5.22  
8.68 1.74  
Exercise price (EUR)  
Fair Value at  
grant date (EUR)  
7.19  
4.73  
2.17 0.41 - 2.32  
* Based on analysis of historical market data for Better Collective A/S and peers  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
67  
Notes  
8ꢁSpecial items  
9ꢁFinance income  
Significant income and expenses, which Better Collective consider non-recurring are presented in the Income statement in a separate line item labelled  
‘Special items’. The impact of special items is specified as follows:  
tEUR  
2021  
2020  
Exchange gains  
3,349  
11  
1,925  
40  
tEUR  
2021  
2020  
Interest Income  
Other financial income  
Total finance income  
23  
0
Operating profit  
Special Items related to:  
28,749  
30,489  
3,383  
1,965  
Special items related to M&A  
-5,991  
-11,487  
2,952  
-6  
-676  
0
10ꢁFinance costs  
Variable payments regarding acquisitions - cost  
Variable payments regarding acquisitions - income  
Special items related to Restructuring  
Special items related to Divestiture of Assets  
Special items related to Management Incentive Program  
Special items, total  
658  
-493  
632  
0
tEUR  
2021  
2020  
272  
Exchange losses  
1,957  
2,084  
120  
1,688  
1,460  
156  
-2,485  
-16,746  
Interest expenses  
120  
Interest - right of use assets (Leasing)  
Other financial costs  
Total finance costs  
1,743  
5,905  
438  
Operating profit (EBIT) before special items  
45,495  
30,369  
3,742  
Amortisations  
8,516  
6,235  
Accounting principles:  
Operating profit before amortisations and special items (EBITA before special items)  
Depreciation  
54,011  
1,764  
36,604  
1,548  
Financial income and expenses  
Financial income and expenses are recognised in the income statements  
at the amount that concerns the financial year. Net financials include  
interest income and expenses, interest expenses calculated according to  
IFRS16, foreign exchange adjustments, fees related to credit facilities,  
gains and losses on the disposal of securities, as well as allowances and  
surcharges under the advance-payment-of-tax scheme, etc.  
Operating profit before depreciation, amortisations, and special items (EBITDA before special items)  
55,775  
38,152  
Accounting principles:  
Special items  
items’ and ‘Operating profit before special items”, as these are assessed  
to provide a more transparent and comparable view of Better Collective’s  
ongoing performance. Better Collective considers items related to M&A,  
adjustments to Earn-out payments, cost related to restructuring, income  
from divestiture of non-strategic assets, and cost related to the Action  
Network Management Incentive Program, as special items.  
Significant expenses and income, which Better Collective consider  
non-recurring, are presented in the Income statement in a separate line  
item labelled ‘Special items’ in order to distinguish these items from  
other income statement items. The income statement and key figures in-  
clude the subtotals ‘Operating profit before depreciation, amortisations,  
and special items’, ‘Operating profit before amortisations and special  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
68  
Notes  
11ꢁIncome tax  
Total tax for the year is specified as follows:  
tEUR  
2021  
2020  
tEUR  
2021  
2020  
tEUR  
2021  
2020  
Deferred tax liabilities  
Deferred tax liabilities January 1  
Additions from business acquisitions  
Income tax payable, net  
Tax for the period  
8,935  
3,629  
6,785  
-751  
24,586  
33,197  
20,360  
5,262  
Income tax payable January 1  
Exchange differences  
1,196  
87  
3,280  
85  
Tax on other comprehensive income  
Total  
12,564  
6,034  
Adjustments of deferred tax in profit and loss  
Exchange rate adjustments  
-38  
2,305  
-1,036  
0
Tax on other comprehensive income  
Current tax  
3,629  
8,890  
84  
-751  
Income tax on profit for the year is specified as follows:  
7,848  
-27  
Deferred tax liabilities December 31  
60,050  
24,586  
tEUR  
2021  
2020  
Tax from prior year  
Additions from business acquisitions  
Income tax paid during the year  
Income tax payable December 31  
2
702  
Deferred tax is recognised in the balance sheet as:  
Deferred tax asset*  
Deferred tax  
-38  
8,890  
84  
-1,036  
7,848  
-27  
-12,654  
1,235  
-9,940  
1,196  
9,545  
69,595  
60,050  
621  
25,207  
24,586  
Current tax  
Deferred tax liability  
Adjustment from prior years  
Total  
Deferred tax liabilities December 31  
8,935  
6,785  
Income tax is recognised in the balance sheet as:  
Corporation tax receivable  
500  
1,735  
1,235  
788  
1,985  
1,196  
Tax on the profit for the year can be explained as follows:  
Deferred tax is related to:  
Intangible assets  
Corporation tax payable  
tEUR  
2021  
2020  
69,649  
-9,545  
-55  
25,263  
-621  
Income tax payable December 31  
Losses carried forward  
Specification for the year:  
Property, plant and equipment  
Deferred tax liabilities December 31  
-55  
Calculated 22% tax of the result before tax  
5,770  
297  
6,317  
376  
60,050  
24,586  
Adjustment of the tax rates in foreign  
subsidiaries relative to the 22%  
*Relates to brought forward tax losses in BC US to be used within the  
coming 3-5 years.  
Tax effect of:  
Special Items - non tax-deductable  
Other Non-taxable income  
2,110  
0
0
-388  
Other Non-deductible costs  
Adjustment of tax relating to prior years  
Total  
676  
84  
507  
-27  
8,935  
34.1%  
6,785  
23.6%  
Effective tax rate  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
69  
Notes  
11ꢁIncome tax (continued)  
Accounting principles:  
Joint taxation of the parent Company and Danish subsidiaries  
The Parent Company is subject to the Danish rules on compulsory joint  
taxation of the Group’s Danish subsidiaries. Subsidiaries are included in  
the joint taxation arrangement from the date when they are included in  
the consolidated financial statements and up to the date when they are  
excluded from the consolidation.  
The tax expense for the year, which comprises current tax and changes  
in deferred tax, is recognised in the income statement as regards the  
portion that relates to the profit/loss for the year, and directly in equity  
as regards the portion that relates to entries directly in equity. Tax ex-  
pense relating to amounts recognised in other comprehensive income is  
recognised in other comprehensive income. Tax is provided on the basis  
of the tax rules and tax rates applicable in the individual countries where  
Better Collective has a tax presence.  
The Parent Company acts as administration company for the joint  
taxation arrangement and consequently settles all corporate income tax  
payments with the tax authorities.  
Current and deferred tax  
On payment of joint taxation contributions, the Danish corporation tax  
charge is allocated between the jointly taxed entities in proportion to  
their taxable income. Entities with tax losses receive joint taxation contri-  
butions from entities that have been able to use the tax losses to reduce  
their own taxable income.  
Current tax liabilities and current tax receivables are recognised in the  
balance sheet as tax computed on the year’s taxable income adjusted for  
tax on the previous year’s taxable income and tax paid on account.  
Deferred tax is measured using the balance sheet liability method on all  
temporary differences between the carrying amount and the tax value of  
assets and liabilities. Deferred tax liabilities as well as deferred tax assets  
are recognised. However, deferred tax is not recognised on temporary  
differences relating to goodwill which is not deductible for tax purposes  
and on office premises and other items where temporary differences,  
apart from business combinations, arise at the date of acquisition with-  
out affecting either profit/loss for the year or taxable income.  
Joint taxation contributions payable and receivable are recognised in the  
balance sheet as corporation tax receivable or corporation tax payable.  
Deferred tax assets, including the tax value of tax loss carry forwards,  
are recognised under other non-current assets at the expected value of  
their utilisation; either as a set-off against tax on future income or as a  
set-off against deferred tax liabilities in the same legal tax entity and  
jurisdiction.  
Deferred tax is measured according to the tax rules and at the tax rates  
applicable in the respective countries at the balance sheet date when the  
deferred tax is expected to crystallise as current tax.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
70  
Notes  
12ꢁIntangible assets  
Accounts  
Accounts  
and other  
intangible  
assets  
and other  
intangible  
assets  
Domains  
Goodwill and websites  
Domains  
Goodwill and websites  
Total  
Total  
Cost or valuation  
As of January 1, 2020  
Additions  
Cost or valuation  
As of January 1, 2021  
Additions  
41,968  
0
132,848  
761  
20,963  
309  
3,900  
0
195,779  
1,070  
83,406  
0
99,315  
0
150,274  
10,998  
157,151  
0
25,175  
3,298  
7,949  
0
274,764  
14,297  
240,842  
0
Acquisitions through business combinations  
Transfer  
58,955  
0
20,551  
0
Acquisitions through business combinations  
Transfer  
75,741  
0
Disposals  
0
0
0
0
Disposals  
0
0
0
0
Currency Translation  
At December 31, 2020  
-1,609  
99,315  
-3,887  
150,274  
4
-5,492  
274,764  
Currency Translation  
At December 31, 2021  
3,126  
178,182  
10,853  
329,276  
404  
14,383  
544,285  
25,175  
36,827  
Amortisation and impairment  
As of January 1, 2020  
Amortisation for the period  
Impairment included in Special items  
Amortisation on disposed assets  
Currency translation  
Amortisation and impairment  
As of January 1, 2021  
Amortisation for the period  
Impairment for the period*  
Amortisation on disposed assets  
Currency translation  
0
0
0
0
0
0
0
0
0
0
0
0
9,008  
6,235  
558  
9,008  
6,235  
558  
0
0
0
0
0
0
0
0
0
0
0
0
15,797  
6,823  
1,693  
0
15,797  
6,823  
1,693  
0
0
0
-4  
-4  
61  
61  
At December 31, 2020  
15,797  
15,797  
At December 31, 2021  
24,374  
24,374  
Net book value at December 31, 2020  
99,315  
150,274  
9,378  
258,967  
Net book value at December 31, 2021  
178,182  
329,276  
12,453  
519,911  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
71  
Notes  
Gains or losses arising from de-recognition of an intangible asset are  
measured as the difference between the net disposal proceeds and the  
carrying amount of the asset and are recognised in the statement of  
profit or loss when the asset is derecognised.  
of assets that together have cash inflows that are largely independent of  
the cash inflows from other assets. Better Collective continues to have  
four cash generating units with the 2021 acquisitions of Action Network  
Inc. and Mindway ApS included in US CGU and Rest CGU, respectively.  
Performance and cash flows from domain names and websites owned by  
the individual cash generating units are allocated and forms the basis for  
impairment.  
12ꢁIntangible assets (continued)  
Accounting principles:  
Goodwill and intangible assets  
Costs related to maintenance of intangible assets, are not capitalised on  
the balance sheet but recognised in Profit and Loss in the financial year  
they are incurred.  
Goodwill  
Goodwill is initially recognised at cost. Subsequently, goodwill is  
measured at cost less accumulated impairment losses. Goodwill is not  
amortised and impairment losses on goodwill are not reversed.  
Carrying amount of goodwill and Domains and Websites for the CGUs:  
Amortisation  
The item comprises amortisation of intangible asset, as well as any im-  
pairment losses recognised for these assets during the period.  
2021  
The carrying amount of goodwill is allocated to the Group’s cash-gen-  
erating units at the date of acquisition. Impairment is performed once  
a year as of December 31 or more frequently if events or changes in  
circumstances indicate that there is an impairment. An impairment loss  
is recognised if the recoverable amount of the cash-generating unit to  
which goodwill has been allocated is less than the carrying amount of  
the cash-generating unit. Identification of cash-generating units is based  
on the management structure and internal financial controls.  
tEUR  
US  
HLTV  
Atemi  
Rest  
Total  
The basis of amortisation, which is calculated as cost less any residual  
value, is amortised on a straight-line basis over the expected useful life.  
The expected useful lives of long-lived assets are as follows:  
Goodwill  
91,949  
17,777  
41,178 27,278 178,182  
100,318 329,276  
Domains and Websites  
208,407 20,551  
0
Goodwill  
Domains and websites  
Other intangible assets  
Indefinite  
Indefinite  
3-5 years  
2020  
Intangible assets  
tEUR  
US  
HLTV  
Atemi  
Rest  
Total  
Separately acquired intangible assets are measured on initial recognition  
at cost including directly attributable costs. Intangible assets acquired  
in a business combination are measured at fair value at the acquisition  
date. Expenditures relating to internally generated intangible assets are  
recognised in profit or loss when incurred.  
Goodwill  
16,485  
17,777  
41,178 23,875 99,315  
89,315 150,274  
13ꢁGoodwill and intangible assets with  
indefinite life  
Domains and Websites  
40,407 20,551  
0
As at December 31, 2020 and December 31, 2021 the directors have  
evaluated goodwill, domains and websites for impairment. The directors  
are of the view that the carrying amount of domains and goodwill is  
recoverable on the basis that the cashflows generated from these assets  
are in line, or exceed, the estimated projections made prior to the  
acquisitions. The directors are satisfied that the judgements made are  
appropriate to the circumstances.  
The Group’s addition of goodwill and domain names and websites  
for 2021 arise from the acquisitions of business combinations Action  
Network Inc. and Mindway ApS as described in note 22. Domains and  
websites acquired in the parent company as asset transactions are also  
included.  
Intangible assets with a finite useful life are amortised over their useful  
life and reviewed for impairment whenever there is an indication that the  
asset may be impaired. The amortisation period and the amortisation  
method for an intangible asset are reviewed at least at each year end.  
Agreements related to media partnerships are measured at fair value of  
the fixed payments related to the agreement at the starting date. The  
value is amortised over the lifetime of the agreement  
Goodwill and domain names and websites arising on business combi-  
nations are not subject to amortisation, but are reviewed annually for  
impairment, or more frequently if there are any indicators of impairment  
that are noted during the year.  
Intangible assets with indefinite useful lives (domains and websites) are  
not amortised, but are tested for impairment annually, either individually  
or at the cash-generating unit level. The assessment of indefinite life is  
reviewed annually to determine whether the indefinite life continues to  
be supportable. If not, the change in useful life from indefinite to finite is  
made on a prospective basis.  
Cash-generating units  
Goodwill from a business combination is allocated to cash-generating  
units in which synergies are expected to be generated from the acquisi-  
tion. A cash-generating unit represents the smallest identifiable group  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
72  
Notes  
operator decisions to discontinue old player databases, resulted in an  
impairment of 1.7 mEUR. The liability related to the asset, recorded as  
a variable payment, was reduced and the adjustment of 2.9 mEUR was  
included in Special items.  
interests in the acquired business) over the fair value of the identifiable  
net assets acquired is recorded as goodwill.  
13ꢁGoodwill and intangible assets with indefinite  
life (continued)  
If uncertainties regarding identification or measurement of acquired  
assets, liabilities or contingent liabilities or determination of the consid-  
eration transferred exist at the acquisition date, initial recognition will be  
based on provisional values. Any adjustments in the provisional values,  
including goodwill, are adjusted retrospectively, until 12 months after the  
acquisition date, and comparative figures are restated.  
Recoverable amount  
When testing for impairment, the Group estimates a recoverable amount  
for goodwill and for domain names and websites. The recoverable  
amount is the higher of the asset or cash-generating unit’s fair value less  
costs of disposal and its value in use. The recoverable amount is normally  
determined for an individual asset, unless the asset does not generate  
cash inflows that are largely independent of those from other assets or  
groups of assets. The recoverable amount of domains and websites has  
been determined on the level of the cash-generating units, as explained  
above.  
In 2020, the evaluation of one of the intangible assets resulted in an  
impairment of 558 tEUR. The liability related to the asset was reduced  
in the assessment and the net impact (profit) on P/L was included in  
Special items.  
Besides the impairment mentioned above, the results of the impairment  
tests for goodwill and domains and websites showed that the recovera-  
ble amount exceeded the carrying value and that there was no impair-  
ment loss to be recognised.  
After initial recognition, goodwill is measured at cost less any accumu-  
lated impairment losses. For the purpose of impairment testing, from the  
acquisition date, goodwill acquired in a business combination is allocated  
to each of the Group’s cash-generating units that are expected to benefit  
from the combination, irrespective of whether other assets or liabilities  
of the acquired business combination are assigned to those units.  
Impairment test:  
Accounting principles:  
For all CGUs US, HLTV, Atemi and the rest of Better Collective, the Group  
has performed an impairment test on goodwill and domain names and  
websites as of December 31, 2021, on a value-in-use basis. Management  
has based the value in use by estimating the present value of future cash  
flows from a three-year forecast approved by the Board of Directors and  
corresponding to the Group’s long-term forecast for 2022-2024. Key  
parameters in the forecast are trends in revenue, cost development and  
growth expectations. Beyond this, 2025 and 2026 has been forecasted  
with a declining growth margin. The time horizon in the forecast has been  
increased from three to five years compared to the 2020 impairment  
testing. Based on 2026 EBITDA and cash flow Management has applied  
a terminal value rate of 2%. The cash flows assume a discount factor of  
15% based on the Group’s weighted average cost of capital (WACC) in all  
years 2022-2026, with individual tax rates per country (19-26.5%). The  
Board of Directors have approved the inputs to the impairment testing  
and are satisfied that the judgements made are appropriate.  
Business combinations and goodwill  
Where goodwill has been allocated to a cash-generating unit (CGU) and  
part of the operation within that unit is disposed of, the goodwill asso-  
ciated with the disposed operation is included in the carrying amount  
of the operation when determining the gain or loss on disposal of the  
operation. Goodwill disposed in these circumstances is measured based  
on the relative fair values of the disposed operation and the portion of  
the cash generating unit retained.  
Business combinations are accounted for using the acquisition method.  
The acquisition date is the date when Better Collective A/S effectively  
obtains control over the acquired business. Any costs directly attributa-  
ble to the acquisition are expensed as Incurred.  
If a put and call option exists for an acquired business combination, the  
put and call option is taken into consideration when assessing the own-  
ership of the business combination.  
Impairment  
The carrying amounts of goodwill, intangible assets, property, plant and  
equipment and investments in subsidiaries is assessed for impairment on  
an annual basis. Impairment tests are conducted on assets or groups of  
assets when there is evidence of impairment. Furthermore, goodwill and  
intangible assets with indefinite useful lives are tested on an annual basis  
as at December 31. The carrying amount of impaired assets is reduced  
to the higher of the net selling price and the value in use (recoverable  
amount).  
The acquired businesses’ identifiable assets, liabilities and contingent  
liabilities are measured at fair value at the acquisition date. Identifiable  
intangible assets are recognised if they are separable or arise from a  
contractual right. Deferred tax related to the revaluations is recognised.  
The consideration paid for a business consists of the fair value of the  
agreed consideration in the form of the assets transferred, equity instru-  
ments issued, and liabilities assumed at the date of acquisition. If part  
of the consideration is contingent on future events, such consideration  
is recognised at fair value. Subsequent changes in the fair value of con-  
tingent consideration are recognised in the income statement as special  
items. A positive excess (goodwill) of the consideration transferred  
(including any previously held equity interests and any non-controlling  
Other domains and websites:  
The recoverable amount is the higher of the net selling price of an asset  
and its value in use. Reference is made to the section “Impairment test”  
for actual assumptions.  
Further to the CGUs, acquired domains and websites with indefinite life  
have been individually evaluated for indicators of impairment. The eval-  
uation is based on actual traffic on the websites, as well as actual and  
expected revenue and NDCs generated by the accounts with operators  
that are linked to the websites. The evaluation of acquired revenue share  
accounts in the Netherlands, following the regulatory development and  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
73  
Notes  
13ꢁGoodwill and intangible assets with indefinite  
life (continued)  
14ꢁProperty, plant and equipment  
Fixtures and  
fittings, other plant  
and equipment  
The value in use is calculated as the present value of the expected net  
cash flows from the use of the asset or the group of assets and the  
expected net cash flows from the disposal of the asset or the group of  
assets after the end of the useful life.  
Land and  
buildings Right of use assets  
tEUR  
Total  
Cost or valuation  
Impairment losses are recognised in the income statement under depre-  
ciation and amortisation. Previously recognised impairment losses are  
reversed when the reason for recognition no longer exists. Impairment  
losses on goodwill are not reversed.  
At December 31, 2020  
Additions  
813  
35  
4,849  
1,072  
0
2,383  
655  
98  
8,045  
1,762  
98  
Acquisitions through business combinations  
Disposals  
0
-790  
1
-624  
31  
-2  
-1,416  
54  
Currency Translation  
At December 31, 2021  
23  
59  
5,328  
3,157  
8,544  
Depreciation and impairment  
At December 31, 2020  
Depreciation for the period  
Depreciation on disposed assets  
Currency translation  
92  
8
1,623  
1,147  
-219  
935  
613  
2,650  
1,768  
-330  
90  
-91  
3
-20  
70  
17  
At December 31, 2021  
13  
2,620  
1,546  
4,179  
Net book value at December 31, 2021  
47  
2,708  
1,610  
4,365  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
74  
Notes  
14ꢁProperty, plant and equipment (continued)  
Accounting principles:  
Fixtures and  
fittings, other plant  
and equipment  
Land and  
buildings Right of use assets  
Property, plant and equipment  
tEUR  
Total  
Property, plant and equipment are measured at cost less accumulated  
depreciation and impairment losses. Cost includes the acquisition price  
and costs directly related to the acquisition until the time at which the  
asset is ready for use.  
Cost or valuation  
At December 31, 2019  
Additions  
787  
24  
0
3,570  
1,269  
61  
1,894  
453  
61  
6,250  
1,746  
Gains and losses from the disposal of property, plant and equipment are  
recognised in the income statement as depreciation. Gains or losses are  
calculated as the difference between the selling price less selling costs  
and the carrying amount at the date of disposal.  
Acquisitions through business combinations  
Disposals  
0
0
-6  
-6  
-6  
Currency Translation  
At December 31, 2020  
3
10  
-19  
813  
4,849  
2,383  
8,045  
Depreciation  
Depreciation and impairment  
At December 31, 2019  
Depreciation for the period  
Depreciation on disposed assets  
Currency translation  
The item comprises depreciation of property, plant and equipment, and  
right of use assets, as well as any impairment losses recognised for these  
assets during the period.  
68  
21  
0
565  
1,061  
0
487  
437  
-6  
1,119  
1,519  
-6  
The basis of depreciation, which is calculated as cost less any residual  
value, is amortised on a straight-line basis over the expected useful life.  
The expected useful lives of long-lived assets are as follows:  
3
-2  
17  
18  
At December 31, 2020  
92  
1,623  
935  
2,650  
Land Not  
Buildings  
depreciated  
10-50 years  
Up to 7 years  
3-5 years  
Net book value at December 31, 2020  
721  
3,225  
1,449  
5,395  
Right of use assets and leasehold improvements  
Fixtures and fittings, other plant and equipment  
Where individual components of an item of property, plant and equip-  
ment have different useful lives, they are accounted for as separate  
items, which are depreciated separately. The basis of depreciation is  
calculated considering the residual value at the end of the expected  
useful life and less any impairment. The depreciation period and residual  
value are determined at the time of acquisition and are reassessed every  
year. Where the residual value exceeds the carrying amount of the asset,  
no further depreciation charges are recognised.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
75  
Notes  
15ꢁTrade and other receivables  
16ꢁIssued capital and reserves  
Share premium  
tEUR  
2021  
2020  
tEUR  
2021  
2020  
2019  
2018  
2017  
2016  
Share premium can be used for dividend.  
Trade receivables  
Other receivables  
Total receivables  
26,102  
3,981  
17,401  
847  
Share capital:  
Opening balance  
Capital increase  
Total  
Currency translation reserve  
469.0  
77.2  
464.3 404.9  
4.8 59.4  
68.5  
68.4  
0.1  
67.9  
0.6  
Foreign exchange differences arising on translation of Group entities  
and parent company to the EUR presentation currency are recognised  
in other comprehensive income (OCI) in a separate currency translation  
reserve under equity. On disposal of a reporting entity, the component of  
other comprehensive income relating to that particular reporting entity is  
reclassified to profit or loss.  
30,083  
18,248  
336.4  
546.2 469.0 464.3 404.9  
68.5  
68.4  
Accounting principles:  
Receivables  
The share capital consists of 54,625,157 shares of nominal EUR 0.01 each.  
Receivables are measured at amortised cost, which usually corresponds  
to nominal value.  
Share buy-back-2021  
In March 2021 the company purchased 3,532 shares at an average price of  
16.5 EUR to cover board fees payable in shares.  
17ꢁDistributions made and proposed  
Write-downs on trade receivables are based on the simplified expected  
credit loss model. Credit loss allowances on individual receivables are  
provided for when objective indications of credit losses occur such as  
customer bankruptcy and uncertainty about the customers’ ability and/  
or willingness to pay, etc. In addition to this, allowances for expected  
credit losses are made on the remaining trade receivables based on a  
simplified approach. Reference is made to note 20 of the consolidated  
financial statements regarding credit risk.  
241 treasury shares were used in April 2021 as part of variable payment  
together with newly issued shares.  
tEUR  
2021  
2020  
In December 2021 a share buy-back program of up to 10 mEUR was  
announced. As of December 31, 2021, 445,575 shares had been purchased  
and was held at an average price of 18.1 EUR. The purpose of the buyback  
program was to cover future payments relating to completed acquisitions  
and to cover established Incentive Plans.  
Declared and paid during the year  
on ordinary shares  
0
0
0
0
Proposed dividend on ordinary shares  
Accounting principles:  
Proposed dividends  
Prepayments  
Share buy-back-2020  
Prepayments recognised under “Assets” comprise prepaid expenses  
regarding subsequent financial reporting years.  
During March-June 2020 the company purchased 625,964 shares at an  
average price of 8 EUR. The buy-back was approved by the Board of  
Directors with the purpose to cover existing and future deferred aquisition  
related payment obligations with 180,458 and 445,265 shares respectively.  
Dividends proposed for the year are recognised as a liability when the  
distribution is authorised by the shareholders at the annual general  
meeting (declaration date). Dividends expected to be distributed for the  
financial year are presented as a separate line item under “Equity”.  
Cash and restricted cash  
Restricted cash comprise funds in escrow account and cash consist of  
cash and cash equivalents in financial institutions.  
241 treasury shares remained as of December 31, 2020.  
Proposed dividends on ordinary shares are subject to approval at the Annual  
General Meeting.  
Accounting principles:  
Equity  
Treasury shares  
Treasury shares are own equity instruments that are re-acquired. They are  
recognised at cost as a deduction from equity in the reserve for treasury  
shares. The difference between par value and the acquisition price and  
consideration (net of directly attributable transaction costs) and dividends  
on treasury shares are recognised directly in equity in retained earnings.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
76  
Notes  
18ꢁTrade and other payables  
19ꢁLeasing  
Right-of-use assets  
Lease liabilities  
tEUR  
2021  
2020  
tEUR  
Buildings  
Cars  
Total  
tEUR  
2021  
2020  
Trade Payables  
Other payables  
Total payables  
9,866  
8,527  
7,166  
3,080  
Balance at January 1, 2021  
Additions  
3,225  
480  
0
0
0
0
0
0
0
0
3,225  
480  
0
Maturity analysis - contractual  
undiscounted cash flows  
18,393  
10,247  
Accounting principles:  
Less than one year  
One to five years  
More than five years  
Total undiscounted cash flows  
Total lease liabilities  
Current  
1,283  
1,735  
-
1,193  
2,386  
-
Additions from acquisitions  
Modifications  
127  
127  
Prepayments consist of payments received from customers relating to  
income in subsequent periods. Prepayments are mainly classified as  
current, as the related revenue is recognised within one year.  
Exchange rate adjustment  
Depreciation  
22  
22  
3,017  
2,868  
1,347  
1,521  
3,579  
3,386  
1,262  
2,124  
1,147  
2,707  
1,147  
2,707  
Balance at December 31, 2021  
Trade payables are obligations to pay for goods or services acquired  
in the normal course of business. Trade payables are initially reported  
at fair value and, subsequently, at amortised cost using the effective  
interest method.  
Non-current  
Balance at January 1, 2020  
Additions  
2,982  
314  
23  
0
3,005  
314  
The total cash outflow for leases during 2021 was 1,266 tEUR.  
Additions from acquisitions  
Modifications  
931  
0
931  
Other payables comprise amounts owed to staff, including wages, sala-  
ries and holiday pay; amounts owed to the public authorities, including  
taxes payable, VAT, excise duties, interest expenses etc.  
Amounts recognised in the consolidated income statement  
51  
-23  
0
28  
Exchange rate adjustment  
Depreciation  
6
6
tEUR  
2021  
2020  
1,059  
3,225  
0
1,059  
3,225  
Other financial liabilities comprise amounts payable to sellers as a result  
of business combinations and asset acquisitions.  
Balance at December 31, 2020  
0
Interest on lease liabilities  
120  
543  
2
156  
169  
1
Expenses relating to short-term lease  
Expenses relating to lease of low value assets  
Accounting principles:  
The Group assesses at contract inception whether a contract is, or con-  
tains, a lease. That is, if the contract conveys the right to control the use  
of an identified asset for a period of time in exchange for consideration.  
Group as a lessee  
The Group applies a single recognition and measurement approach for all  
leases, except for short-term leases and leases of low-value assets. The  
Group recognises lease liabilities to make lease payments and right-of-  
use assets representing the right to use the underlying assets.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
77  
Notes  
19ꢁLeasing (continued)  
Right-of-use assets  
Historically, exposure to currency fluctuations has not had a material  
impact on the Group’s financial condition or results of operations and  
accordingly Management deems that a sensitivity analysis showing how  
profit or pre-tax equity would have been impacted by changes in these  
foreign exchange rates is not deemed necessary.  
20ꢁFinancial risk management objectives and  
policies  
The Group recognises right-of-use assets at the commencement date of  
the lease (i.e., the date the underlying asset is available for use). Right-  
of-use assets are measured at cost, less any accumulated depreciation  
and impairment losses, and adjusted for any remeasurement of lease lia-  
bilities (due to indexation of lease payments or extension of leases). The  
cost of right-of-use assets includes the amount of lease liabilities recog-  
nised, initial direct costs incurred, and lease payments made at or before  
the commencement date less any lease incentives received. Right-of-use  
assets are depreciated on a straight-line basis over the lease term.  
The Group’s activities expose it to a variety of financial risks: market risk  
(including foreign currency exchange risk and interest rate risk), credit  
risk, and liquidity risk. The Group has established principles for overall  
risk management, which seek to minimise potential adverse effects on  
the Group’s performance.  
Interest rate risk  
Interest rate risk is the risk that the fair value or future cash flows of a  
financial instrument will fluctuate because of changes in market interest  
rates. The Group’s exposure to interest rate risk arises mainly from the  
credit facility with Nordea and deposits held by the Group. These are  
short-term and not material amounts. Management expects to re-pay the  
credit facility in the short term, as the Group is generating positive cash  
flows. Therefore, exposure to interest rate risk is considered minimal.  
Market Risk  
Market risk is the risk that the fair value of future cash flows of a financial  
instrument will fluctuate because of changes in market prices. For the  
Group, market risk comprises foreign currency risk and interest rate risk.  
Lease liabilities  
At the commencement date of the lease, the Group recognises lease lia-  
bilities measured at the present value of lease payments to be made over  
the lease term. The lease payments include fixed payments (including  
insubstance fixed payments) less any lease incentives receivable.  
Foreign currency risk  
Foreign currency risk is the risk that the fair value of future cash flows of  
an exposure will fluctuate because of changes in foreign exchange rates.  
The Group’s exposure to the risk of changes in foreign exchange rates  
relates primarily to the Group’s international operating activities. The  
Group’s revenues are mainly denominated in DKK, EUR, USD, and GBP,  
with limited revenues in SEK and PLN. With the 2020 and 2021 acqui-  
sitions of Atemi Ltd. and Action Network Inc., the group’s currency risk  
has spread as these companies operate in GBP and US with both revenue  
and expenses denominated in these currencies. Across the Group,  
expenses have a general pattern which is in line with the revenue in the  
individual currencies. The expenses are mainly in DKK, EUR, GBP, and  
USD, with limited spending in SEK, RON and PLN. The DKK exchange  
rate is fixed to the EUR. For GBP and USD, the expenses are linked to and  
follow the revenue in the entities operating in UK and US, respectively.  
Since revenues in other foreign currencies than DKK, EUR, GBP, and USD  
(SEK and PLN) are limited and expenses in SEK, PLN, and RON reduces  
the exposure, the Group is not overly exposed to foreign currency risk.  
The Group regularly monitors its interest rate risk and considers it to be  
insignificant, therefore an interest rate sensitivity analysis is not deemed  
necessary.  
In calculating the present value of lease payments, the Group uses its  
incremental borrowing rate of 4%, at the lease commencement date  
because the interest rate implicit in the lease is not readily determina-  
ble. After the commencement date, the amount of lease liabilities is  
increased to reflect the accretion of interest and reduced for the lease  
payments made. In addition, the carrying amount of lease liabilities  
is remeasured if there is a modification, a change in the lease term,  
a change in the lease payments (e.g., changes to future payments  
resulting from a change in an index or rate used to determine such lease  
payments) or a change in the assessment of an option to extend the  
term of lease.  
Credit risk  
As per January 1, 2018 the Group implemented IFRS 9 using the simplified  
expected credit loss model. The model implies that the expected loss over  
the lifetime of the asset is recognised in the profit and loss immediately  
and is monitored on an ongoing basis until realisation. The Group has  
limited overdue trade receivables and historically there has been minimal  
losses on trade receivables. The inputs to the expected credit loss model  
reflects this.  
As per December 31, 2021 the Group’s impairment for expected loss is  
included in the trade receivables (ref note 15).  
Short-term leases and leases of low-value assets  
The Group applies the short-term lease recognition exemption to its  
short-term leases (i.e., those leases that have a lease term of 12 months  
or less from the commencement date and do not contain a purchase op-  
tion). It also applies the lease of low-value assets recognition exemption  
to leases. Lease payments on short-term leases and leases of low-value  
assets are recognised as expense on a straight-line basis over the lease  
term.  
Within the group, the US acquisitions are funded from the parent compa-  
ny through a long-term loan in USD to Better Collectiv eUS, Inc. The  
exchange rate adjustments and corresponding tax impact on these loans  
are included in Other Comprehensive Income.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
78  
Notes  
20ꢁFinancial risk management objectives and  
policies (continued)  
Expected credit loss on receivables from trade receivables as of Decem-  
ber 31, 2021 can be specified as follows:  
Expected credit loss on receivables from trade recievables as of Decem-  
ber 31, 2020 were:  
Expected  
Gross Expected  
Net  
Expected  
Gross Expected  
Net  
tEUR  
Loss Rate receivable  
loss receivable  
tEUR  
Loss Rate receivable  
loss receivable  
2021  
2020  
Not Due  
0.0%  
0.0%  
9,638  
0
2
9,638  
Not Due  
0.0%  
0.2%  
8,769  
3,883  
0
8
8,769  
3,875  
Less than 30 days  
4,485  
4,483  
Less than 30 days  
Between 31 and 60  
days  
Between 31 and 60  
days  
0.6%  
3,771  
24  
3,747  
3.4%  
765  
26  
739  
Between 61 and 90  
days  
Between 61 and 90  
days  
1.8%  
6.7%  
1.9%  
1,833  
6,893  
33  
459  
518  
1,800  
6,434  
10.6%  
16.8%  
361  
4,437  
18,217  
38  
744  
816  
323  
3,694  
17,401  
More than 91 days  
More than 91 days  
Total  
26,620  
26,102  
Total  
As no significant losses were recognised during 2021, expected loss rate  
has been reduced compared to loss percentage recorded in 2020:  
Liquidity risk  
The Group is exposed to liquidity risk in relation to meeting future  
obligations associated with its financial liabilities, which mainly include  
trade payables, other payables, earn-outs and deferred M&A payments,  
contingent consideration, and the credit facility. The group ensures ade-  
quate liquidity through the management of cash flow forecasts and close  
monitoring of cash inflows and outflows.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
79  
Notes  
20ꢁFinancial risk management objectives and policies (continued)  
The following table summarises the maturities of the Group’s financial obligations. The Group had no derivative financial instruments.  
Carrying  
amount Fair Value  
Contractual cash flows:  
Total  
< 1 year 2-5 years  
> 5 years  
2021  
Non-derivative financial instruments:  
Financial liabilities measured at fair value  
Earn-Out consideration  
5,793  
19,893  
3,486  
5,793  
19,893  
3,486  
5,864  
19,893  
3,547  
5,379  
19,893  
1,191  
485  
0
0
0
0
Contingent consideration  
Other financial liabilities measured at fair value  
Financial liabilities measured at amortised costs  
Trade and other payables  
2,355  
18,393  
6,342  
18,393  
6,342  
18,393  
6,343  
18,393  
5,320  
21,694  
71,871  
0
1,023  
0
0
0
0
Deferred payment on acquisitions  
Debt to credit institutions  
121,025  
174,933  
121,025  
174,933  
125,568  
179,607  
103,873  
107,736  
Total non-derivative financial instruments  
Assets:  
Trade and other receivables  
Restricted Cash  
Cash  
30,083  
1,489  
30,083  
1,489  
30,083  
1,489  
30,083  
1,489  
0
0
0
0
0
0
0
0
28,603  
60,175  
28,603  
60,175  
28,603  
60,175  
28,603  
60,175  
Total financial assets  
Net  
114,758  
114,758  
119,432  
11,696  
107,736  
0
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
80  
Notes  
20ꢁFinancial risk management objectives and policies (continued)  
Fair value of Earn-out consideration, contingent  
Carrying  
amount Fair Value  
consideration, and other financial liabilities  
Contractual cash flows:  
Total  
< 1 year 2-5 years  
> 5 years  
Fair Value is measured based on level 3 - Valuation techniques, for which  
the lowest level input that is significant to the fair value measurement is  
unobservable. The Fair Value of Earn-Out consideration, Contingent con-  
sideration, and Other financial liabilities is measured based on weighted  
probabilities of assessed possible payments discounted to present value.  
For further information on the contingent liability consideration, please  
refer to note 22  
2020  
Non-derivative financial instruments:  
Financial liabilities measured at fair value  
Earn-Out consideration  
7,882  
23,305  
4,237  
7,882  
23,305  
4,237  
8,173  
24,346  
4,373  
2,688  
11,770  
744  
5,484  
12,576  
3,629  
0
0
0
Contingent consideration  
Fair value  
Other financial liabilities measured at fair value  
Financial liabilities measured at amortised costs  
Trade and other payables  
In all material aspects the financial liabilities are current/short termed.  
Non-current loans and overdraft facility are subject to a variable interest  
rate. Thus, the fair value of the financial assets and liabilities is consid-  
ered equal to the booked value.  
3,422  
6,526  
3,422  
6,526  
3,422  
6,559  
536  
3,422  
5,176  
26  
0
1,384  
0
0
Deferred payment on acquisitions  
Debt to mortgage credit institutions  
Debt to credit institutions  
527  
527  
100  
410  
0
Capital Management  
68,770  
114,669  
68,770  
114,669  
71,672  
119,081  
963  
70,709  
93,883  
For the purpose of the Group’s capital management, capital includes  
issued capital, share premium, and all other equity reserves attributable  
to the equity holders of the parent. The primary objective of the Group’s  
capital management is to maximise shareholder value and to maintain  
an optimal capital structure. The Group manages its capital structure  
and makes adjustments in light of changes in economic conditions.  
To maintain or adjust the capital structure, the Group may adjust the  
dividend payment to shareholders, issue new shares or return capital to  
shareholders.  
Total non-derivative financial instruments  
24,788  
410  
Assets:  
Financial assets measured at amortised costs  
Non-current financial assets*  
Trade and other receivables  
Restricted Cash  
555  
18,248  
6,926  
555  
18,248  
6,926  
572  
18,248  
6,926  
572  
18,248  
6,926  
0
0
0
0
0
0
0
0
0
0
Cash  
21,127  
21,127  
21,127  
21,127  
Credit facilities  
Better Collective has non-current bank credit facilities of total 124  
mEUR, of which 121 mEUR was drawn up end of December 2021. As  
of December 31, 2021 cash and unused credit facilities, amounted to  
approximately 33 mEUR.  
Total financial assets  
46,857  
46,857  
46,873  
46,873  
Net  
67,812  
67,812  
72,209  
-22,085  
93,883  
410  
Net debt includes current and non-current debt to financial institutions  
and other financial liabilities, less cash and cash equivalents.  
*Non-current financial assets consist of a subordinated loan to Mindway Ai.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
81  
Notes  
20ꢁFinancial risk management objectives and policies (continued)  
Change in liabilities arising from financing activity  
Accounting principles:  
Cash  
Non cash  
Non cash  
flow  
Cash comprise cash at bank and on hand.  
Cash  
flow  
Cash  
tEUR  
2019 flows Net  
changes  
2020 flows Net  
changes  
2021  
121,025  
Restricted Cash  
Restricted cash comprise cash in escrow account.  
Non-current financing liabilities  
17,259  
51,893  
484  
125  
-122  
69,277  
52,323  
-844  
-575  
-603  
0
Leasing and other non-current liabilities (vacation fund)  
Current financing liabilities  
2,607  
20  
2,968  
20  
1,521  
0
Liabilities  
The Group’s liabilities include prepayments from customers, trade pay-  
ables and overdraft facility. Liabilities are classified as current if they fall  
due for payment within one year or earlier. If this condition is not met,  
they are classified as non-current liabilities.  
-20  
20  
-20  
Leasing and other non-current liabilities  
Total liabilities from financing activities  
846  
-1,025  
51,332  
1,441  
1,464  
1,262  
73,527  
-1,147  
50,303  
1,231  
53  
1,347  
20,731  
123,894  
Earn-out amounts are measured at fair value.  
Debt to credit institutions are at initial recognition measured at fair value  
less transaction cost and subsequently measured at amortised cost.  
Other financial liabilities and contingent consideration comprise amounts  
payable to sellers as a result of business combinations and asset acqui-  
sitions.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
82  
Notes  
21ꢁChange in working capital  
A goodwill of 69,157 tEUR emerged from the acquisition of Action Net-  
work as an effect of the difference between the transferred consideration  
and the fair value of acquired net assets. Goodwill is connected to the  
future growth expectations given the strong platform and growth expec-  
tations for the US market with regulation for online sports betting being  
implemented across States. The goodwill is not tax deductible.  
tEUR  
2021  
2020  
Fair value  
determined at  
acquisition  
tEUR  
Change in receivables  
-8,418  
-472  
-1,653  
-26  
Prepaid expenses  
Acquired net assets at the time of the acquisition  
Sites  
Prepayment from customers  
Change in trades payable, other debt  
Change in working capital, total  
460  
97  
153,670  
7,773  
9,585  
88  
4,390  
-4,040  
796  
-786  
Transaction costs related to the acquisition of Action Network amounts  
to 5,519 tEUR in 2021. Transaction costs are accounted for in the income  
statements under “special items”.  
Accounts and other intangible assets  
Deferred tax assets  
Equipment  
The fair value of the trade receivables amounts to 2,141 tEUR. The gross  
amount of trade receivables is 2,141 tEUR and no provision has been  
recorded.  
22ꢁBusiness combinations  
Deposits  
183  
Prepayments  
237  
Acquisition of Action Network.  
Trade receivables  
2,141  
On May 3, 2021 Better Collective signed an agreement to acquire the  
leading US sports betting media platform, Action Network, for 196  
mEUR (240 mUSD), gaining market leadership within sports betting  
media in the US. The acquisition closed on May 28, 2021 and provides  
Better Collective with a strong foundation for profiting from the continu-  
ous expansion of the US sports betting market.  
tEUR  
Other receivables  
147  
Cash and cash equivalents  
Deferred tax liabilities  
Trade payables  
8,131  
Purchase amount  
203,221  
-42,782  
-1,245  
-2,297  
-1,566  
134,054  
Regards to:  
Cash and cash equivalents  
Less deferred payment  
Less price paid in shares  
Net cash outflow  
8,131  
8,167  
Prepayments from customers  
Other payables  
The transferred consideration was paid with cash and shares, and a  
deferred payment payable in cash.  
9,388  
Identified net assets  
177,535  
Goodwill  
69,157  
The acquisition was completed on May 28, 2021. If the transaction had  
been completed on January 1, 2021 the Group’s revenue for 2021 would  
have amounted to 189,241 tEUR and result after tax would have amount-  
ed to 16,482 tEUR.  
Total consideration  
203,221  
The purchase price allocation is provisional due to uncertainties regard-  
ing measurement of acquired intangible assets.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
83  
Notes  
22ꢁBusiness combinations (continued)  
A goodwill of 3,404 tEUR emerged from the acquisition of Mindway AI  
as an effect of the difference between the transferred consideration  
and the fair value of acquired net assets. Goodwill is connected to the  
future growth expectations given the strong competencies and platform  
acquired. The goodwill is not tax deductible.  
Business Combinations 2020  
Acquisition of Atemi Ltd.  
On October 1st, 2020, Better Collective completed the acquisition of At-  
emi Group for 44 mEUR net of cash and working capital. Atemi Group is  
one of the World’s largest companies specialised within lead generation  
for iGaming through paid media (PPC) and social media advertising. The  
acquisition is a major strategic move for Better Collective with significant  
synergistic opportunities.  
Acquisition of Mindway AI ApS  
On January 1, 2021 Better Collective exercised its option to acquire a  
further 70% of the shares in Mindway AI for a total price of 2.3 mEUR (17  
mDKK). The acquisition follows a preliminary investment made in 2019  
where Better Collective acquired 19.99% of the company for 0.5 mEUR (4  
mDKK). With the new investment, Better Collective now holds 90% of the  
shares in Mindway AI.  
Transaction costs related to the acquisition of Mindway AI amounts to 2  
tEUR in 2021. Transaction costs are accounted for in the income state-  
ments under “special items”.  
The transferred consideration was paid with cash.  
The fair value of the trade receivables amounts to 76 tEUR. The gross  
amount of trade receivables is 76 tEUR and no provision has been  
recorded.  
The transferred consideration is paid with cash and treasury shares and  
a deferred payment payable in cash.  
Fair value  
determined at  
tEUR  
acquisition  
Atemi Ltd.  
tEUR  
Fair value  
Acquired net assets at the time of the acquisition  
Equipment  
determined at  
3
5
tEUR  
acquisition  
Purchase amount  
Regards to:  
2,823  
Deposits  
Trade and other receivables  
Cash and cash equivalents  
Corporate tax payables  
Loans  
76  
Acquired net assets at the time of the acquisition  
Accounts & other intangible assets  
Equipment  
Cash and cash equivalents  
Less paid in 2020  
Net cash outflow  
89  
538  
89  
3,900  
61  
-2  
2,197  
-555  
-197  
-581  
Deposits  
81  
Trade and other payables  
Identified net assets  
The acquisition was completed on January 1, 2021 and Mindway AI has  
been fully consolidated from that date.  
Trade and other receivables  
Prepayments  
4,993  
195  
Cash and cash equivalents  
Deferred tax liabilities  
Corporate tax payables  
Trade and other payables  
Identified net assets  
2,442  
-741  
Goodwill  
3,404  
Total consideration  
2,823  
-122  
-5,869  
4,940  
Goodwill  
41,178  
Total consideration  
46,118  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
84  
Notes  
22ꢁBusiness combinations (continued)  
A goodwill of 41,178 tEUR emerged from the acquisition of Atemi Ltd.  
as an effect of the difference between the transferred consideration and  
the fair value of acquired net assets. Goodwill is connected to the future  
growth expectations given the strong competencies and brands ac-  
quired, and leveraging Better Collective’s existing operator agreements  
and monetisation models. The goodwill is not tax deductible.  
Acquisition of HLTV ApS.  
The fair value of the trade receivables amounts to 28 tEUR. The gross  
amount of trade receivables is 28 tEUR and no impairment has been  
recorded.  
On February 28, 2020, Better Collective acquired HLTV, which owns  
the website HLTV.org, thereby establishing a strong position within the  
esport betting market. HLTV ApS in incorporated in Denmark  
tEUR  
The transferred consideration is paid with cash, a deferred payment pay-  
able with shares, and an estimated conditional purchase amount.  
Purchase amount  
Regards to:  
33,585  
Transaction costs related to the acquisition of Atemi Ltd. amounts to 443  
tEUR in 2020. Transaction costs are accounted for in the income state-  
ments under “special items”.  
HLTV ApS  
Fair value  
Cash and cash equivalents  
396  
determined at  
Deferred return payment - adjustment of  
Net Working Capital opening balance  
The fair value of the trade receivables amounts to 4,914 tEUR. The gross  
amount of trade receivables is 5,282 tEUR and a provision of 367 tEUR  
has been recorded in accordance with IFRS9.  
tEUR  
acquisition  
-542  
2,678  
7,737  
Deferred Payment - payable in shares  
Estimated conditional purchase amount (at fair value)  
Net cash outflow  
Acquired net assets at the time of the acquisition  
Domains and websites  
20,551  
5
tEUR  
23,316  
Deposits  
An additional conditional consideration depends on the development of  
the results in the acquired company. At the date of the acquisition, the  
debt assigned to the conditional consideration amounted to 8 mEUR (fair  
value of 7,7 mEUR). The maximum amount of the conditional payment is  
8 mEUR.  
Trade and other receivables  
Cash and cash equivalents  
Deferred tax liabilities  
54  
Purchase amount  
Regards to:  
46,118  
2,442  
396  
-4,521  
-580  
-98  
Cash and cash equivalents  
Corporate tax payables  
Trade and other payables  
Identified net assets  
Deferred Payment - adjustment of  
et Working Capital opening balance  
59  
5,210  
8,293  
30,113  
The acquisition was completed on February 28, 2020. If the acquisition  
would have taken place on January 1, 2020 the Group’s revenue YTD  
would have amounted to 92,058 tEUR and result after tax YTD would  
have amounted to 22,268 tEUR.  
Deferred Payment - payable in shares  
Deferred Payment - payable in cash instalments  
Net cash outflow  
15,808  
Goodwill  
17,777  
Total consideration  
33,585  
The acquisition was completed on October 1, 2020. If the acquisition  
would have taken place on January 1, 2020 the Group’s revenue YTD  
would have amounted to 126,739 tEUR and result after tax YTD would  
have amounted to 25,878 tEUR.  
A goodwill of 17,777 tEUR emerged from the acquisition of HLTV as an  
effect of the difference between the transferred consideration and the  
fair value of acquired net assets. Goodwill is primarily connected to the  
future growth expectations given the strong brand acquired, and lever-  
aging Better Collective’s existing operator agreements and monetisation  
models. The goodwill is not tax deductible.  
The purchase price allocation is provisional due to uncertainties regard-  
ing measurement of acquired intangible assets.  
Transaction costs related to the acquisition of HLTV amounts to 77 tEUR  
in 2020. Transaction costs are accounted for in the income statements  
under “special items”.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
85  
Notes  
23ꢁRelated party disclosures  
The Group has registered the following shareholders with 5% or more  
equity interest:  
J Søgaard Holding ApS, 19.54 %,  
Toldbodgade 12, 1253 Copenhagen, Denmark  
Chr. Dam Holding ApS, 19.54 %,  
Toldbodgade 12, 1253 Copenhagen, Denmark  
Christian Kirk Rasmussen and Jesper Søgaard each hold 19.54% of the  
shares in Better Collective A/S, through respective holding companies.  
The remaining shares are held by other shareholders.  
Leading employees  
The Group’s related parties with significant influence include the Group’s  
Board of Directors, Executive Directors and Key Management in the par-  
ent company and close family members of these persons. Related parties  
also include companies in which this circle of persons has significant  
interests.  
Management remuneration and warrant programs are disclosed in note  
5 and 6.  
Transactions with related parties have been as follows:  
tEUR  
2021  
2020  
Capital increase – gross  
Sale of warrants  
0
0
0
0
0
0
Warrants settled, net of tax  
Warrants board member  
(included in board remuneration)  
27  
32  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
86  
Notes  
24ꢁGroup information  
Information about subsidiaries  
The consolidated financial statements of the Group include the following subsidiaries:  
December 31, 2021  
Capital  
Local  
currency  
Name  
Ownership Country  
City  
Currency  
Better Collective GmbH*  
Hebiva Beteiligungen GmbH  
Better Collective SAS  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
Austria  
Austria  
France  
Vienna  
tEUR  
tEUR  
tEUR  
tRSD  
tEUR  
tEUR  
EUR  
36  
Vienna  
40  
Paris  
100  
Better Collective D.o.o.  
Bola Webinformation GmbH  
Better Collective Greece P.C.  
Kapa Media Services Ltd.  
Better Collective Sweden AB  
Better Colllective UK Ltd  
Better Collective Poland SP Z o o  
Moar Performance Ltd  
Serbia  
Niš  
620  
Austria  
Greece  
Malta  
Vienna  
35  
Thessaloniki  
Naxxar  
10  
1,200  
Sweden  
United Kingdom  
Poland  
United Kingdom  
Romania  
USA  
Stockholm  
Stoke on Trent  
Krakow  
tSEK  
GBP  
50  
1
tPLN  
GBP  
5
London  
1
Better Collective Romania SRL  
Better Collective USA Inc  
Better Collective Florida LLC**  
Better Collective Tennessee LLC***  
Atemi Ltd  
Bucharest  
New York  
Nashville  
Tennessee  
St Julians  
tRON  
USD  
50  
1
USA  
USD  
1
USA  
tUSD  
tGBP  
tGBP  
tGBP  
tGBP  
tGBP  
tGBP  
2,239  
Malta  
1
0
Hot Media Corp****  
British Virgin Islands Tortola  
British Virgin Islands Tortola  
Force Media Inc****  
0
Pedia Publications Ltd****  
5 Star Traffic Ltd****  
Guernsey  
St. Peter Port  
67  
0
British Virgin Islands Tortola  
FTD LABS Ltd****  
Guernsey  
St. Peter Port  
0
*
Better Collective GmbH is 100% owned by Hebiva Beteiligungen GmbH. ** Better Collective Florida LLC was merged in to Better Collective US Inc. On May 1st, 2021  
***Better Collective Tennessee LLC and Action Network Inc. are 100% owned by Better Collective USA Inc.**** Subsidiaries are 100% owned by Atemi Ltd.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
87  
Notes  
24ꢁGroup information  
Information about subsidiaries (Contiued)  
The consolidated financial statements of the Group include the following subsidiaries:  
December 31, 2021  
Capital  
Local  
currency  
Name  
Ownership Country  
City  
Currency  
Better Collect UK Services Ltd (Former: Your Media Ltd)**** 100%  
United Kingdom  
Denmark  
Tunbridge Wells  
Aarhus  
tGBP  
tDKK  
tDKK  
tUSD  
EUR  
0
50  
65  
3
HLTV ApS  
100%  
100%  
100%  
100%  
Mindway ApS  
Denmark  
Aarhus  
Action Network Inc.***  
Better Collective Netherlands B.V.  
USA  
New York  
Amsterdam  
Netherlands  
1
*
Better Collective GmbH is 100% owned by Hebiva Beteiligungen GmbH. ** Better Collective Florida LLC was merged in to Better Collective US Inc. On May 1st, 2021  
***Better Collective Tennessee LLC and Action Network Inc. are 100% owned by Better Collective USA Inc.**** Subsidiaries are 100% owned by Atemi Ltd.  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
88  
Notes  
24ꢁGroup information  
Information about subsidiaries  
The consolidated financial statements of the Group include the following subsidiaries:  
December 31, 2020  
Capital  
Local  
currency  
Name  
Ownership  
Country  
City  
Currency  
Better Collective GmbH*  
Hebiva Beteiligungen GmbH  
Better Collective SAS  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
60%  
Austria  
Austria  
Vienna  
Vienna  
tEUR  
tEUR  
tEUR  
tRSD  
tEUR  
tEUR  
EUR  
36  
40  
100  
620  
35  
10  
1,200  
50  
1
France  
Paris  
Better Collective D.o.o.  
Bola Webinformation GmbH  
Better Collective Greece P.C.  
Kapa Media Services Ltd.  
Better Collective Sweden AB  
Better Colllective UK Ltd  
Better Collective Poland SP Z o o  
Moar Performance Ltd  
Better Collective Romania SRL  
Better Collective USA Inc  
Better Collective Florida LLC**  
Better Collective Tennessee LLC***  
Atemi Ltd  
Serbia  
Niš  
Austria  
Vienna  
Greece  
Thessaloniki  
Naxxar  
Malta  
Sweden  
Stockholm  
tSEK  
GBP  
United Kingdom  
Poland  
Stoke on Trent  
Krakow  
tPLN  
GBP  
5
United Kingdom  
Romania  
London  
1
Bucharest  
New York  
Nashville  
tRON  
USD  
50  
1
USA  
USA  
USD  
1
USA  
Tennessee  
St Julians  
Tortola  
tUSD  
tGBP  
tGBP  
tGBP  
tGBP  
tGBP  
tGBP  
tGBP  
tDKK  
2,239  
1
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
Malta  
Hot Media Corp****  
British Virgin Islands  
British Virgin Islands  
Guernsey  
0
Force Media Inc****  
Tortola  
0
Pedia Publications Ltd****  
5 Star Traffic Ltd****  
St. Peter Port  
Tortola  
67  
0
British Virgin Islands  
Guernsey  
FTD LABS Ltd****  
St. Peter Port  
Tunbridge wells  
Aarhus  
0
Your Media Ltd****  
United Kingdom  
Denmark  
0
HLTV ApS  
50  
*
Better Collective GmbH is 100% owned by Hebiva Beteiligungen GmbH. **Better Collective Florida LLC is 100% owned by Better Colective USA Inc.  
*** Better Collective Tennessee LLC is 60% owned by Better Collective USA Inc. ****Subsidiaries are 100% owned by Atemi Ltd  
 
CONTENTS  
Notes to the consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
89  
Notes  
25ꢁOther contingent liabilities  
Other contingent liabilities  
The mortgage loan from Realkredit Danmark was paid out in connection  
with the sales of the property on HC. Andersens Boulevard in March  
2021. There are no other contingent liabilities.  
26ꢁEvents after the reporting date  
¡ January revenue reached >26 mEUR, more than double vs. January  
2021, of which 69% was organic growth. Earnings (EBITDA before  
special items) were >11 mEUR. Performance was boosted by the  
market opening in the state of New York and related CPA income.  
¡ On January 21, 2022, Better Collective entered into a media  
partnership with the New York Post to bring the best in commercial  
sports betting content to the publication’s readership of more  
than 92 million unique users. The agreement covers the delivery  
of content, data, and statistics for the betting section of the New  
York Post. New York state opened for online sports betting on  
January 8, 2022. Better Collective is off to a great start across all  
assets, in particular Action Network.  
¡ On January 11, 2022, the share buyback program of 10 mEUR  
initiated on December 8, 2021, was completed with 532,482 shares  
accumulated under the program.  
¡ The board of directors have implemented a new Long Term  
Incentive Plan (LTI) for key employees in the Better Collective  
group (excluding the executive management). Grants under the  
new LTI will be in the form of performance share units and share  
options vesting over a 3-year period. The total value of the 2022  
LTI grant program is 1.4 mEUR (Black-Scholes value) measured at  
the target level.  
 
CONTENTS  
Parent financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
90  
Parent Company  
financial statements  
 
CONTENTS  
Parent financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
91  
Statement of  
Statement of  
profit and loss  
comprehensive income  
Note tEUR  
2021  
36,961  
12,748  
2020  
26,940  
8,878  
Note tEUR  
2021  
2020  
2
Revenue  
Profit for the period  
47,692  
15,717  
Other operating income  
Other comprehensive income  
Other comprehensive income to be reclassified to profit or  
loss in subsequent periods:  
Direct costs related to revenue  
7,407  
13,767  
490  
3,546  
10,958  
482  
Currency translation to presentation currency  
50  
0
601  
0
3,4  
14  
5
Staff costs  
11  
Income tax  
Depreciation  
Net other comprehensive income/loss  
Total other comprehensive income/(loss) for the period, net of tax  
50  
601  
Other external expenses  
15,080  
12,963  
9,129  
47,742  
16,319  
Operating profit before amortisations (EBITA) and special items  
11,702  
12  
6
Amortisation  
3,397  
1,974  
Operating profit (EBIT) before special items  
Special items, net  
9,566  
2,776  
9,728  
266  
Operating profit  
Financial income  
Financial expenses  
12,342  
47,400  
5,102  
9,994  
13,860  
6,573  
9
10  
Profit before tax  
54,640  
17,280  
11  
Tax on profit for the period  
6,947  
1,563  
Profit for the period  
47,692  
15,717  
 
CONTENTS  
Parent financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
92  
Balance sheet  
Note tEUR  
2021  
2020  
Note tEUR  
2021  
2020  
ASSETS  
EQUITY AND LIABILITIES  
Non-current assets  
12,13 Intangible assets  
Equity  
Share Capital  
546  
469  
Share Premium  
Currency Translation Reserve  
Treasury shares  
Retained Earnings  
Total equity  
267,873  
554  
108,826  
494  
Domains and websites  
26,189  
3,257  
15,185  
3,355  
Accounts and other intangible assets  
-8,074  
94,222  
355,121  
-2  
29,446  
18,540  
45,136  
154,923  
14  
Property, plant and equipment  
Land and building  
0
601  
310  
911  
704  
896  
317  
Right of use assets  
Non-current Liabilities  
Fixtures and fittings, other plant and equipment  
19  
19  
18  
11  
Debt to mortgage credit institutions  
Debt to credit institutions  
Lease liabilities  
0
121,025  
330  
507  
68,770  
629  
1,917  
Financial assets  
Deferred tax liabilities  
1,996  
1,163  
7
8
8
Investments in subsidiaries  
Receivables from subsidiaries  
Other non-current financial assets  
Deposits  
189,318  
245,349  
0
183,856  
36,969  
1,146  
19  
Other non-current financial liabilities  
Total non-current liabilities  
4,939  
8,795  
79,864  
128,290  
170  
160  
Current Liabilities  
434,837  
465,194  
222,131  
242,588  
17  
19  
11  
Trade and other payables  
Payables to subsidiaries  
Corporation tax payable  
Other current financial liabilities  
Debt to mortgage credit institutions  
Lease liabilities  
4,046  
9,273  
993  
2,127  
12,585  
70  
Total non-current assets  
Current assets  
19  
19  
18  
6,037  
0
9,850  
20  
16  
19  
Trade and other receivables  
Receivables from subsidiaries  
Tax receivable  
7,683  
22,428  
0
4,648  
1,657  
328  
328  
653  
Total current liabilities  
Total liabilities  
20,677  
148,967  
24,980  
104,844  
Prepayments  
1,332  
735  
19  
19  
Restricted Cash  
Cash  
1,489  
6,926  
2,560  
17,179  
259,767  
5,962  
38,894  
504,088  
Total equity and liabilities  
504,088  
259,767  
Total current assets  
Total assets  
 
CONTENTS  
Parent financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
93  
Statement of changes in equity  
Currency  
trans-  
Currency  
trans-  
Share  
Share  
lation Treasury Retained Proposed  
Total  
equity  
Share  
Share  
lation Treasury Retained Proposed  
Total  
equity  
tEUR  
capital premium  
reserve  
shares earnings dividend  
tEUR  
capital premium  
reserve  
shares earnings dividend  
As of January 1, 2021  
469  
108,826  
494  
-2  
45,136  
0
154,923  
As of January 1, 2020  
464 106,296  
-108  
0
27,060  
0
133,712  
Result for the period  
0
0
0
0
47,692  
0
47,692  
Result for the period  
0
0
0
0
15,717  
0
15,717  
Other comprehensive  
income  
Other comprehensive  
income  
Currency translation to  
presentation currency  
Currency translation to  
presentation currency  
0
0
0
0
0
0
0
0
50  
0
0
0
0
0
0
0
0
0
0
50  
0
0
0
0
0
0
0
0
0
602  
0
0
0
0
0
0
0
0
0
0
0
602  
0
Tax on other  
comprehensive income  
Tax on other  
comprehensive income  
0
0
Total other  
comprehensive income  
Total other  
comprehensive income  
50  
50  
50  
602  
602  
0
602  
Total comprehensive  
income for the year  
Total comprehensive  
income for the year  
47,692  
47,742  
15,717  
16,319  
Transactions with owners  
Transactions with owners  
Capital Increase  
77  
159,047  
10  
0
0
0
159,134  
Capital Increase  
5
2,530  
0
0
0
0
2,535  
Acquisition of treasury  
shares  
Acquisition of treasury  
shares  
0
0
0
0
0
0
0
0
0
0
0
0
-8,135  
71  
0
11  
0
0
0
0
-8,135  
82  
0
0
0
0
0
0
0
0
0
0
0
0
-4,903  
4,901  
0
0
1,437  
955  
0
0
0
0
-4,903  
6,338  
955  
Disposal of treasury shares  
Share based payments  
Transaction cost  
Disposal of treasury shares  
Shared based payments  
Transaction costs  
0
3,688  
-2,305  
3,688  
-2,313  
-8  
0
-33  
-33  
Total transactions with  
owners  
Total transactions with  
owners  
77  
159,047  
267,873  
10  
-8,072  
-8,074  
1,394  
0
0
152,456  
355,121  
5
2,530  
0
-2  
-2  
2,359  
0
0
4,892  
At December 31, 2021  
546  
554  
94,222  
At December 31, 2020  
469  
108,826  
494  
45,136  
154,923  
During the period no dividend was paid.  
During the period no dividend was paid.  
 
CONTENTS  
Parent financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
94  
Statement of cash flows parent  
Note tEUR  
2021  
2020  
Note tEUR  
2021  
2020  
Profit before tax  
54,640  
-42,298  
-2,776  
9,566  
17,280  
-7,286  
-266  
19  
19  
Repayment of borrowings  
-87,069  
139,373  
3,520  
-22,756  
74,629  
-3,515  
-281  
Adjustment for finance items  
Proceeds from borrowings  
Group Financial borrowings  
Lease liabilities  
Adjustment for special items  
Operating Profit for the period before special items  
Depreciation and amortisation  
9,728  
2,456  
955  
-299  
3,887  
Other non-current liabilities  
Capital increase  
-844  
486  
Other adjustments of non cash operating items  
1,278  
158,236  
-8,143  
393  
Cash flow from operations before changes in working capital  
and special items  
Treasury Shares  
-4,903  
-33  
14,731  
-24,152  
-9,421  
-447  
13,140  
3,710  
Transaction cost  
-2,305  
202,469  
20  
Change in working capital  
Cash flow from financing activities  
44,020  
Cash flow from operations before special items  
Special items, cash flow  
16,850  
-479  
Cash flows for the period  
-2,038  
9,486  
3
-242  
9,704  
24  
Cash flow from operations  
-9,868  
24,407  
5,419  
16,371  
10,733  
1,883  
Cash and cash equivalents at beginning  
Foreign currency translation of cash and cash equivalents  
Cash and cash equivalents period end  
Dividend received  
Other Financial income, received  
Financial expenses, paid  
7,451  
9,486  
-4,235  
15,723  
-4,539  
11,184  
-1,713  
Cash flow from ordinary activities before tax  
Income tax paid  
27,274  
-2,105  
25,169  
* Cash and cash equivalents period end  
Restricted cash  
11  
1,489  
5,962  
7,451  
6,926  
2,560  
9,486  
Cash flow from operating activities  
Cash  
Cash and cash equivalents period end  
7
Acquisition of businesses*  
-9,489  
-11,591  
-184  
-67,555  
-1,850  
-75  
12  
14  
14  
Acquisition of intangible asset  
Acquisition of property, plant and equipment  
Sale of property, plant and equipment  
Non-current loans to subsidiaries  
Change in other non-current assets  
Cash flow from investing activities  
971  
0
-195,389  
-9  
0
49  
-215,691  
-69,431  
*Includes payment for Mindway Ai (2.3 mEUR), and deferred payments for Atemi and HLTV (7.2 mEUR)  
 
CONTENTS  
Parent financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
95  
Notes to the parent financial statement  
Note  
Page  
1
Accounting policies  
96  
96  
2
Revenue specification – affiliate model  
Staff costs  
3
96  
4
Share-based payments  
96  
5
Fees paid to auditors appointed at the annual general meeting  
Special items  
96  
6
96  
7
Investments in subsidiaries  
Non-current financial liabilities  
Finance income  
97  
8
98  
9
98  
10  
11  
12  
13  
14  
15  
16  
17  
18  
19  
20  
21  
22  
Finance cost  
98  
Income tax  
99  
Intangible assets  
100  
101  
102  
103  
103  
103  
103  
103  
107  
107  
107  
Intangible assets with indefinite life  
Property, plant and equipment  
Issued capital and reserves  
Trade and other receivables (current)  
Trade and other receivables  
Leasing  
Financial risk management objectives and policies  
Change in working capital  
Other contingent liabilities  
Related party disclosures  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
96  
Notes  
6ꢁSpecial items  
1ꢁAccounting policies  
3ꢁStaff costs  
Significant income and expenses, which Better Collective consider  
non-recurring are presented in the Income statement in a separate line  
item labelled ‘Special items’. The impact of special items is specified as  
follows:  
Reference is made to notes to the consolidated financial statements. For  
the treatment of subsidiaries reference is made to note 7.  
tEUR  
2021  
2020  
Wages and salaries  
11.244  
939  
9.035  
722  
Pensions, defined contribution  
Other social security costs  
Share-based payments  
Other staff costs  
2ꢁRevenue specification – affiliate model  
tEUR  
2021  
2020  
222  
140  
1.203  
159  
955  
In accordance with IFRS 15 disclosure requirements, total revenue is split  
on Revenue Share, Cost per Acquisition (CPA), Subscription Revenue and  
Other, as follows:  
Operating profit  
12,342  
9,994  
106  
Total staff costs  
13.767  
10.958  
Special items related to M&A  
-441  
2,952  
-6  
-122  
744  
-356  
0
tEUR  
2021  
2020  
Special items related to variable payment  
Special items related to Restructuring  
Special items related to Divestiture of Assets  
Special Items, total  
Average number of full-time employees  
124  
122  
Revenue  
Revenue share  
CPA  
For remuneration of Key Management personnel, Executive Directors  
and the Board of Directors, reference is made to the disclosures in note 5  
of the consolidated financial statements.  
272  
30,540  
3,352  
23,523  
1,098  
2,776  
266  
Operating profit (EBIT) before special items  
Amortisations  
9,566  
3,397  
9,728  
1,974  
Other  
3,069  
36,961  
2,320  
Total Revenue  
26,940  
4ꢁShare-based payments  
Operating profit before amortisations and  
special items (EBITA before special items)  
Reference is made to the disclosures in note 6 of the consolidated finan-  
cial statements.  
%-split  
2021  
2020  
12,963  
11,702  
Revenue  
Revenue share  
CPA  
Depreciation  
490  
482  
83  
9
87  
4
Operating profit before depreciation,  
amortisations, and special items (EBITDA  
before special items)  
5ꢁFees paid to auditors appointed at the annual  
general meeting  
13,454  
12,184  
Other  
8
9
tEUR  
2021  
2020  
Total Revenue  
100  
100  
The parent company has earned 22.3 mEUR in revenues from one major  
customer, which represents 60% of the parent company’s revenue (2020:  
65%).  
Fee related to statutory audit  
Fees for tax advisory services  
Assurance engagements  
Other assistance  
237  
0
171  
0
20  
0
22  
48  
241  
257  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
97  
Notes  
7ꢁInvestments in subsidiaries  
Subsidiaries  
2021  
2020  
Interest  
%
Equity Profit/loss  
Equity Profit/loss  
Name  
Domicile  
tEUR  
tEUR  
tEUR  
tEUR  
Better Collective D.o.o.  
Better Collective SAS  
Serbia  
France  
Austria  
Austria  
Austria  
Greece  
Malta  
Sweden  
United Kingdom  
Poland  
United Kingdom  
Romania  
USA  
USA  
USA  
Malta  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
100%  
903  
6,248  
240  
5,038  
2,251  
2,242  
4,716  
310  
665  
10,709  
(342)  
4,165  
2,353  
2,346  
4,032  
660  
86  
2,155  
56  
96  
Hebiva Beteiligungen GmbH  
Better Collective GmbH*  
Bola Webinformation GmbH  
Better Collective Greece P.C.  
Kapa Media Services Ltd.  
Better Collective Sweden AB  
Better Colllective UK Ltd  
Better Collective Poland SP Z o o  
Moar Performance Ltd  
Better Collective Romania SRL  
Better Collective USA Inc  
Better Collective Florida LLC**  
Better Collective Tennessee LLC***  
Atemi Ltd  
Hot Media Corp****  
Force Media Inc****  
Pedia Publications Ltd****  
5 Star Traffic Ltd****  
FTD LABS Ltd****  
Better Collective UK Services Ltd (Former: Your Media Ltd)**** United Kingdom  
HLTV ApS  
Mindway ApS  
Action Network Inc.  
Better Collective Netherlands B.V.  
2,334  
32  
4,751  
1,052  
330  
3,210  
(27)  
259  
4,822  
32  
4,067  
1,573  
267  
3,633  
74  
142  
63  
1,944  
(106)  
119  
83  
64  
(12,659)  
79  
6,063  
(31)  
41  
(125)  
311  
584  
349  
4
4,071  
(350)  
955  
39  
183  
89  
(13,583)  
90  
26  
243  
12  
913  
(459)  
(2,280)  
2,801  
(120)  
902  
(374)  
(650)  
3,004  
401  
(1,776)  
3,772  
(16)  
(939)  
1,481  
147  
909  
243  
(457)  
2,367  
3,625  
(162)  
1,233  
(528)  
(386)  
3,822  
783  
(152)  
3,223  
(931)  
9,705  
39  
British Virgin Islands  
British Virgin Islands  
Guernsey  
British Virgin Islands  
Guernsey  
(145)  
2,148  
Denmark  
Denmark  
USA  
Netherlands  
*
Better Collective GmbH is 100% owned by Hebiva Beteiligungen GmbH. ** Better Collective Florida LLC was merged in to Better Collective US Inc. On May 1st, 2021  
*** Better Collective Tennessee LLC is 60% owned by Better Collective USA Inc. **** Subsidiaries are 100% owned by Atemi Ltd.  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
98  
Notes  
7ꢁInvestments in subsidiaries (continued)  
8ꢁNon-current financial assets  
9ꢁFinance income  
tEUR  
2021  
2020  
Other  
non-  
current  
financial  
assets  
tEUR  
2021  
2020  
Receiva-  
bles from  
Subsidi-  
Subsidiaries  
Exchange gains  
19,701  
11  
2,325  
40  
Interest income  
tEUR  
aries  
Total  
Cost at January 1  
Additions*  
183,856  
4,770  
103,024  
80,372  
460  
Interest expenses, group entities  
Dividend income  
3,281  
24,407  
0
781  
10,714  
0
Cost at January 1, 2021  
Additions  
36,969  
195,389  
0
1,146  
0
38,115  
195,389  
-1,146  
Exchange rate to reporting currency  
Cost at December 31  
691  
Other financial income  
Total finance income  
189,318  
189,318  
183,856  
183,856  
47,400  
13,860  
Disposals  
-1,146  
0
Carrying amount at December 31  
Exchange rate adjustment  
Cost at December 31, 2021  
12,991  
245,349  
12,991  
0
245,349  
*ꢁCash flow impact in 2021: 9,489 tEUR (2020: 67,555 tEUR)  
10ꢁFinance costs  
Carrying amount  
at 31 December, 2021  
Reference is made to note 22 of the consolidated financial statements for  
acquisition of businesses.  
tEUR  
2021  
2020  
245,349  
0
245,349  
Exchange losses  
1,681  
1,664  
32  
5,096  
926  
Investments in subsidiaries have been assessed for impairment in 2020  
and 2021 and did not lead to any impairment in neither 2020 nor 2021.  
Cost at January 1, 2020  
Additions  
36,714  
0
1,175  
0
37,889  
0
Interest expenses  
Interest - right of use assets (Leasing)  
Interest expenses, group entities  
Other financial costs  
43  
Disposals  
0
-37  
9
-37  
108  
164  
Accounting principles:  
Exchange rate adjustment  
Cost at December 31, 2020  
255  
263  
1,617  
5,102  
344  
6,574  
36,969  
1,146  
38,115  
Investments in subsidiaries  
Total finance costs  
Investments in subsidiaries and other investments are measured at cost.  
If the cost exceeds the recoverable amount, the carrying amount is  
reduced to such lower value. Reference is made to note 13 of the consol-  
idated financial statement.  
Carrying amount  
at 31 December, 2020  
36,969  
1,146  
38,115  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
99  
Notes  
11ꢁIncome tax  
Total tax for the year is specified as follows:  
tEUR  
2021  
2020  
tEUR  
2021  
2020  
Tax for the year  
6,948  
0
1,563  
0
Deferred tax liabilities  
Tax on other comprehensive income  
Total  
6,948  
1,563  
Deferred tax liabilities January 1  
Adjustments of deferred tax in profit and loss  
Deferred tax December 31  
1,163  
833  
884  
279  
1,996  
1,163  
Income tax of profit from the year is specified as follows:  
Deferred tax is recognised in the  
balance sheet as:  
tEUR  
2021  
2020  
Deferred tax asset  
0
1,996  
1,996  
0
1,163  
1,163  
Deferred tax  
833  
6,015  
100  
275  
1,297  
-8  
Deferred tax liability  
Current tax  
Deferred tax liabilities December 31  
Adjustment from prior years  
Total  
6,948  
1,563  
Deferred tax is related to:  
Intangible assets  
2,051  
-55  
1,218  
-55  
Tax on the profit for the year can be explained as follows:  
Property, plant and equipment  
Deferred tax liabilities December 31  
1,996  
1,163  
tEUR  
2021  
2020  
Income tax payable  
Specification for the year:  
Calculated 22% tax of the result before tax  
Tax effect of:  
12,021  
3,802  
Income tax payable January 1  
Current tax  
-583  
6,015  
-4,539  
100  
233  
1,297  
-2,105  
-8  
Non-taxable income (dividend)  
Non-deductible costs  
-5,370  
197  
-2,440  
210  
Income tax paid during the year  
Adjustment - Prior year  
Adjustment from prior years  
100  
-8  
Exchange rate difference  
Income tax payable December 31  
-1  
2
6,948  
12.7%  
1,563  
9.0%  
993  
-583  
Effective tax rate  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
100  
Notes  
12ꢁIntangible assets  
Accounts and  
other intangible  
assets  
Accounts and  
other intangible  
assets  
Domains and  
websites  
Domains and  
websites  
tEUR  
Total  
tEUR  
Total  
Cost or valuation  
At January 1, 2020  
Acquisitions*  
Cost or valuation  
At January 1, 2021  
Acquisitions*  
14,319  
807  
0
7,542  
305  
0
21,861  
1,113  
15,185  
10,998  
0
7,878  
3,298  
0
23,063  
14,297  
0
Disposals  
0
Disposals  
Currency Translation  
At December 31, 2020  
58  
31  
88  
Currency Translation  
At December 31, 2021  
5
3
8
15,185  
7,878  
23,063  
26,189  
11,179  
37,368  
Amortisation and impairment  
At January 1, 2020  
Amortisation for the period  
Amortisation on disposed assets  
Currency translation  
Amortisation and impairment  
At January 1, 2021  
Amortisation for the period  
Amortisation on disposed assets  
Currency translation  
0
0
0
0
0
1,982  
2,533  
0
1,982  
2,533  
0
0
0
0
0
0
4,523  
3,397  
0
4,523  
3,397  
0
8
8
2
2
At December 31, 2020  
4,523  
4,523  
At December 31, 2021  
7,922  
7,922  
Net book value at December 31, 2020  
15,185  
3,355  
18,540  
Net book value at December 31, 2021  
26,189  
3,257  
29,446  
*Cash flow impact in 2021: 11,591 tEUR (2020: 1,850 tEUR)  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
101  
Notes  
13ꢁIntangible assets with indefinite life  
of assets. As Management has concluded that the individual assets do  
not generate cash inflows on their own, the recoverable amount of do-  
mains and websites has been determined on the level of one cash-gener-  
ating unit, as explained above.  
The parent company’s domain names and websites arise from asset  
acquisitions.  
Domain names and websites are not subject to amortisation, but are  
reviewed annually for impairment, or more frequently if there are any  
indicators of impairment that are noted during the year.  
The parent company has performed an impairment test on domains and  
websites as of December 31, 2020 and December 31, 2021, on a value-  
in-use basis. Management has based the value in use by estimating the  
present value of future cash flows from a three-year forecast approved  
by the Board of Directors and corresponding to the Group’s long-term  
forecast for 2022-2024. Key parameters in the forecast are trends in  
revenue, cost development and growth expectations. Beyond this, 2025  
and 2026 has been forecasted with a declining growth margin. Based on  
2026 EBITDA and cash flow Management has applied a terminal value  
rate of 2%. The cash flows assume a discount factor of 15% based on the  
Group’s weighted average cost of capital (WACC) in all years 2022-2024  
with an effective tax rate of 22% (pre-tax discount rate 18.5%). The Board  
of Directors have approved the inputs to the impairment testing and are  
satisfied that the judgements made are appropriate.  
Cash-generating units  
A cash-generating unit represents the smallest identifiable group of  
assets that together have cash inflows that are largely independent of  
the cash inflows from other assets. Management has concluded that  
the Group has only one cash-generating unit for impairment testing  
purposes, since cash flows to the Group are generated by the business  
as a whole and independent cash flows from other assets cannot be  
separately distinguished. Therefore, impairment testing has been done at  
the level of one cash-generating unit.  
Carrying amount of Domains and Websites for the CGU:  
tEUR  
2021  
2020  
Further, acquired domains and websites with indefinite life have been in-  
dividually evaluated for indicators of impairment. The evaluation is based  
on actual traffic on the websites, as well as actual and expected revenue  
and NDCs generated by the accounts with operators that are linked  
to the websites. The evaluation of acquired revenue share accounts in  
the Netherlands, following the regulatory development and operator  
decisions to discontinue old player databases, resulted in an impairment  
of 1.7 mEUR. The liability related to the asset, recorded as an earn-out  
payable, was reduced in the assessment and the impact on P/L of the  
earn-out adjustment of 2.9 mEUR was included in Special items.  
Domains and Websites  
26,189  
15,185  
As at December 31, 2020 and December 31, 2021, the directors have  
evaluated domains and websites for impairment. The directors are of  
the view that the carrying amount of domains and sites is recoverable  
on the basis that the cashflows generated from these assets are in line,  
or exceed, the estimated projections made prior to the acquisitions. The  
directors are satisfied that the judgements made are appropriate to the  
circumstances.  
Besides the impairment mentioned above, the results of the impairment  
tests for goodwill and domains and websites showed that the recovera-  
ble amount exceeded the carrying value and that there was no impair-  
ment loss to be recognised.  
Recoverable amount  
When testing for impairment, the parent company estimates a recover-  
able amount for and for domains and websites. The recoverable amount  
is the higher of the asset or cash-generating unit’s fair value less costs  
of disposal and its value in use. The recoverable amount is normally de-  
termined for an individual asset, unless the asset does not generate cash  
inflows that are largely independent of those from other assets or groups  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
102  
Notes  
14ꢁProperty, plant and equipment  
Fixtures and  
fittings, other  
plant and  
Fixtures and  
fittings, other  
plant and  
Land and  
buildings  
Right of use  
assets  
Land and  
buildings  
Right of use  
assets  
tEUR  
equipment  
Total  
tEUR  
equipment  
Total  
Cost or valuation  
At December 31, 2020  
Additions  
Cost or valuation  
At December 31, 2019  
Additions  
790  
0
1,502  
786  
184  
0
3,077  
184  
787  
0
1,495  
713  
75  
2,995  
75  
0
0
0
Disposals  
-790  
0
0
1
-790  
1
Disposals  
0
-5  
-5  
Currency Translation  
At December 31, 2021  
0
Currency Translation  
At December 31, 2020  
3
6
3
12  
0
1,502  
970  
2,472  
790  
1,502  
786  
3,077  
Depreciation and impairment  
At December 31, 2020  
Depreciation and impairment  
At December 31, 2019  
86  
605  
469  
1,160  
68  
299  
312  
680  
Depreciation for the period  
Depreciation on disposed assets  
Currency translation  
4
-91  
0
296  
0
190  
0
490  
-91  
Depreciation for the period  
Currency translation  
18  
0
305  
1
161  
1
483  
3
0
0
1
At December 31, 2020  
86  
605  
469  
1,160  
At December 31, 2021  
0
901  
660  
1,561  
Net book value at December 31, 2020  
704  
896  
317  
1,917  
Net book value at December 31, 2021  
0
601  
310  
911  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
103  
Notes  
15ꢁIssued capital and reserves  
19ꢁFinancial risk management objectives and  
policies  
Reference is made to the disclosures in note 16 of the consolidated  
financial statements.  
The parent company’s activities expose it to a variety of financial risks:  
tEUR  
Buildings  
Cars  
Total  
market risk (including foreign currency exchange risk and interest rate  
risk), credit risk, and liquidity risk. The parent company has established  
principles for overall risk management, which seek to minimise potential  
adverse effects on the parent company’s performance.  
Balance at January 1, 2020  
Exchange rate adjustment  
Depreciation  
1,196  
5
0
0
0
0
1,196  
5
16ꢁTrade and other receivables  
305  
896  
305  
896  
tEUR  
2021  
2020  
Balance at December 31, 2020  
Market Risk  
Market risk is the risk that the fair value of future cash flows of a financial  
instrument will fluctuate because of changes in market prices. For the  
parent company, market risk comprises foreign currency risk and interest  
rate risk.  
Trade receivables  
Other receivables  
Total receivables  
7,516  
167  
4,647  
1
Lease liabilities  
tEUR  
2021  
2020  
7,683  
4,648  
Foreign currency risk  
Maturity analysis - contractual  
undiscounted cash flows  
Foreign currency risk is the risk that the fair value of future cash flows  
of an exposure will fluctuate because of changes in foreign exchange  
rates. The parent company´s exposure to the risk of changes in foreign  
exchange rates relates primarily to the parent company’s international  
operating activities. The parent company’s revenues are mainly denomi-  
nated in DKK and EUR, with limited revenues in GBP, USD, and PLN. The  
majority of the parent company’s expenses are employee costs, which  
are denominated in the Group entities’ functional currency, DKK together  
with expenses. Expenses have a pattern there is in line with the revenue.  
The expenses are mainly in DKK, EUR and limited GBP, USD, and PLN.  
The DKK rate is fixed to the EUR. Since revenues in other foreign curren-  
cies than DKK and EUR (GBP, USD, and PLN) are limited and expenses  
in GBP, USD, and PLN reduces the exposure, the parent company is not  
overly exposed to foreign currency risk for the ongoing operations.  
17ꢁTrade and other payables  
Less than one year  
One to five years  
More than five years  
Total undiscounted cash flows  
Total lease liabilities  
Current  
338  
345  
0
331  
683  
0
tEUR  
2021  
2020  
683  
657  
328  
330  
1,014  
957  
328  
629  
Trade Payables  
Other payables  
Total payables  
998  
3,048  
4,046  
473  
1,655  
2,127  
Non-current  
18ꢁLeasing  
The total cash outflow for leases in 2021 was 331 tEUR (2020: 324 tEUR).  
Right-of-use assets  
Amounts recognised in the consolidated income statement  
The parent company has provided long-term intercompany loans in USD  
to Better Collective US, Inc.,to fund the acquisitions in US. The un-real-  
ized exchange rate gains/losses are recorded in the profit and loss in the  
parent company. As strengthening of the USD vs. EUR of 10% will have  
a positive impact on the parent company of 24 mEUR, whereas a weak-  
ening of the USD vs. EUR of 10% will have a negative impact of 24 mEUR  
on the parent company. In connection with the agrement for media sites,  
the parent company has recorded a liability in GBP, covering the fixed  
payments to Telegraph. A strengthening of GBP vs. EUR of 10% will have  
tEUR  
Buildings  
Cars  
Total  
tEUR  
2021  
2020  
Balance at January 1, 2021  
Depreciation  
896  
295  
601  
0
0
0
896  
295  
601  
Interest on lease liabilities  
32  
0
43  
0
Expenses relating to short-term lease  
Expenses relating to lease of low value assets  
Balance at December 31, 2021  
0
0
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
104  
Notes  
19ꢁFinancial risk management objectives and-  
policies (continued)  
Liquidity risk  
Expected credit loss on receivables from trade and subsidiaries can be  
specified as follows:  
The parent company is exposed to liquidity risk in relation to meeting  
future obligations associated with its financial liabilities, which mainly  
include trade payables, other payables and the credit facility. The parent  
company ensures adequate liquidity through the management of cash  
flow forecasts and close monitoring of cash inflows and outflows.The fol-  
lowing table summarises the maturities of the parent company’s financial  
obligations. The parent company had no derivative financial instruments.  
a negative impact of 0.3 mEUR, whereas a weakening of GBP vs. EUR will  
have a positive impact of 0.3 mEUR on the parent company.  
Exp. loss  
Gross Expected  
Net  
tEUR  
rate receivable  
loss receivable  
Beyond the impact due to loans and liabilitites mentioned above, the  
historic exposure to currency fluctuations has not had a material impact  
on the parent company’s financial condition or results of operations. Ac-  
cordingly, Management deems that a further sensitivity analysis showing  
how profit or pre-tax equity would have been impacted by changes in  
these foreign exchange rates is not necessary.  
2021  
Not Due  
0.0%  
0.0%  
0.3%  
0.8%  
2.7%  
1.0%  
1,645  
956  
0
0
1,645  
Less than 30 days  
Between 31 and 60 days  
Between 61 and 90 days  
More than 91 days  
Total  
956  
1,835  
616  
1,840  
621  
5
Interest rate risk  
5
Interest rate risk is the risk that the fair value or future cash flows of  
a financial instrument will fluctuate because of changes in market  
interest rates. The parent company’s exposure to interest rate risk arises  
mainly from the revolving credit facility and deposits held by the parent  
company. These are short-term and not material amounts. Management  
expects to re-pay the credit facility in the short term, as the parent com-  
pany is generating positive cash flows. Therefore, exposure to interest  
rate risk is considered minimal.  
2,532  
7,595  
68  
79  
2,463  
7,516  
Receivables from  
subsidiaries  
0.0%  
267,777  
0
267,777  
As very limited losses were recognised during 2021, expected loss rate  
has been reduced compared to 2020.  
The parent company regularly monitors its interest rate risk and consid-  
ers it to be insignificant, therefore an interest rate sensitivity analysis is  
not deemed necessary.  
Exp. loss  
Gross Expected  
Net  
tEUR  
rate receivable  
loss receivable  
Credit risk  
As per January 1, 2018 the parent company implemented IFRS 9 using  
the simplified expected credit loss model. The model implies that the  
expected loss over the lifetime of the asset is recognised in the profit and  
loss immediately and is monitored on an ongoing basis until realisation.  
The parent company has very limited overdue trade receivables and  
historically there has been minimal losses on trade receivables and the  
subsidiaries have a high liquidity ratio. The inputs to the expected credit  
loss model reflects this.  
2020  
Not Due  
0.0%  
0.1%  
1.5%  
3.7%  
7.1%  
2,476  
1,008  
-2  
0
1
2,476  
1,007  
-2  
Less than 30 days  
Between 31 and 60 days  
Between 61 and 90 days  
More than 91 days  
Total  
0
94  
3
91  
1,151  
75  
79  
1,077  
4,647  
4,726  
As per December 31, 2021 the parent company’s impairment for expect-  
ed loss is included in the trade receivables (ref note 15).  
Receivables from  
subsidiaries  
0.0%  
38,626  
0
38,626  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
105  
Notes  
19ꢁFinancial risk management objectives and policies (continued)  
Carrying  
amount  
Fair  
Value  
2-5  
Carrying  
amount  
Fair  
Value  
2-5  
Contractual cash flows:  
Total < 1 year  
years > 5 years  
Contractual cash flows:  
Total < 1 year  
years > 5 years  
2021  
2020  
Non-derivative financial instruments:  
Financial liabilities measured at fair value  
Earn-Out consideration  
Non-derivative financial instruments:  
Financial liabilities measured at fair value  
Earn-Out consideration  
5,793  
3,486  
5,793  
3,486  
5,864  
3,547  
5,379  
1,191  
485  
0
0
7,882  
4,237  
7,882  
4,237  
8,173  
2,688  
744  
5,484  
3,629  
0
0
Other financial liabilities  
measured at fair value  
Other financial liabilities  
measured at fair value  
2,355  
4,373  
Financial liabilities measured  
at amortised costs  
Financial liabilities measured  
at amortised costs  
Trade and other payables  
4,046  
1,698  
4,046  
1,698  
2,593  
6,680  
4,046  
1,706  
2,593  
6,814  
4,046  
1,610  
0
95  
0
0
0
0
0
0
0
Trade and other payables  
2,127  
6,526  
742  
2,127  
6,526  
742  
2,127  
6,559  
742  
2,127  
5,176  
742  
0
1,384  
0
0
0
Deferred payment on acqusitions  
Payables to subsidiaries  
Deferred payment on acqusitions  
Payables to subsidiaries  
2,593  
2,593  
6,814  
0
Loans from subsidiaries  
6,680  
121,025  
0
Loans from subsidiaries  
11,843  
527  
11,843  
527  
12,080  
536  
12,080  
26  
0
0
Debt to credit institutions  
121,025 125,568  
21,694 103,873  
Debt to mortgage credit institutions  
Debt to credit institutions  
100  
410  
0
Total non-derivative financial instruments  
145,320 145,320 150,136  
43,327 106,809  
68,770  
68,770  
71,672  
963  
70,709  
Total non-derivative  
financial instruments  
102,655 102,655 106,263  
24,546  
81,307  
410  
Assets:  
Non-current financial assets, subsidiaries  
Trade and other receivables  
Receivable from subsidiaries  
Restricted Cash  
245,349 245,349 269,884  
4,907 264,977  
0
0
0
0
0
0
0
Assets:  
7,683  
22,428  
1,489  
7,683  
22,428  
1,489  
7,683  
22,428  
1,489  
7,683  
22,428  
1,489  
0
0
0
0
Non-current financial assets, subsidiaries  
Non-current financial assets, loan*  
Trade and other receivables  
Receivable from subsidiaries  
Restricted Cash  
36,969  
555  
36,969  
555  
40,666  
572  
739  
572  
39,927  
0
0
0
4,648  
1,657  
4,648  
1,657  
4,648  
1,657  
4,648  
1,657  
0
0
Cash  
5,962  
5,962  
5,962  
5,962  
0
0
Total financial assets  
Net  
282,912 282,912 307,447  
-137,592 -137,592 -157,311  
42,470 264,977  
857 -158,168  
6,926  
3,095  
2,560  
53,316  
49,339  
6,926  
3,095  
2,560  
53,316  
49,339  
6,926  
3,095  
2,560  
57,029  
49,234  
6,926  
3,095  
2,560  
17,102  
7,444  
0
0
0
Receivables from subsidiaries  
Cash  
0
0
0
Total financial assets  
Net  
39,927  
41,380  
0
410  
* Non-current financial assets consist of a subordinated loan to Mindway AI  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
106  
Notes  
19ꢁFinancial risk management objectives and  
policies (continued)  
Fair value of Earn-out consideration, contingent  
Change in liabilities arising from financing activity  
consideration, and other financial liabilities  
Fair Value is measured based on level 3 - Valuation techniques, for which  
the lowest level input that is significant to the fair value measurement is  
unobservable. Fair Value of EarnOut consideration and Other financial  
liabilities is measured based on weighted probabilities of assessed possi-  
ble payments discounted to present value.  
Cash Non cash  
Non cash  
flow  
changes  
flows  
Net  
flow  
Cash  
2020 flows Net  
tEUR  
2019  
changes  
2021  
Non-current financing liabilities  
Leasing and other non-current liabilities  
Current financing liabilities:  
17,259  
1,259  
51,893  
484  
125  
69,277  
1,473  
52,323  
-844  
-575  
121,025  
329  
-270  
-300  
Fair value  
In all material aspects the financial liabilities are current/short termed.  
Non-current loans, overdraft facility and intercompany loans are subject  
to a variable interest rate. Thus, the fair value of the financial assets and  
liabilities is considered equal to the booked value.  
Payables to subsidiaries  
9,991  
20  
2,595  
-20  
0
20  
12,585  
20  
-3,313  
-20  
0
0
9,273  
0
Debt to credit institutions  
Leasing current liabilities  
323  
-281  
285  
160  
328  
-299  
300  
328  
Total liabilities from financing activities  
28,852  
54,671  
83,683  
47,847  
-575  
130,955  
Capital Management  
For the purpose of the parent company’s capital management, capital  
includes issued capital, share premium, and all other equity reserves  
attributable to the equity holders of the parent. The primary objective of  
the parent company’s capital management is to maximise shareholder  
value and to maintain an optimal capital structure. The parent company  
manages its capital structure and makes adjustments in light of changes  
in economic conditions. To maintain or adjust the capital structure, the  
parent company may adjust the dividend payment to shareholders, issue  
new shares or return capital to shareholders.  
Credit facilities  
Better Collective has non-current bank credit facilities of total 124  
mEUR, of which 121 mEUR was drawn up end of December 2021. As  
of December 31, 2021 cash and unused credit facilities, amounted to  
approximately 33 mEUR.  
Net debt includes current and non-current debt to financial institu-  
tions,and other financial liabilities, less cash and cash equivalents.  
 
CONTENTS  
Notes to the parent financial statementꢀꢀAnnual report 2021ꢀꢀBetter Collective  
107  
Notes  
20ꢁChange in working capital  
22ꢁRelated party disclosures  
tEUR  
2021  
2020  
In addition to the disclosures in note 23 of the consolidated financial  
statements, the parent company’s related parties include subsidiaries, cf.  
note 24 to the consolidated financial statements and note 5 to the parent  
company’s financial statements.  
Change in receivables  
-3,033  
-22,522  
-595  
-161  
3,695  
39  
Changes in Intercompany balances  
Prepaid expenses  
Transactions with related parties have been as follows:  
Prepayment - from Customers  
Change in trades payable, other debt  
Change in working capital, total  
0
0
tEUR  
2021  
2020  
1,998  
-24,152  
138  
3,710  
Income Statement  
Other Operating income  
Intercompany revenue  
Purchases  
12,748  
-5,492  
8,857  
108  
8,878  
-2,403  
4,670  
164  
21ꢁOther contingent liabilities  
Other contingent liabilities  
Interest expense  
Interest income  
Joint taxation with HLTV ApS and Mindway AI ApS  
3,281  
781  
Dividend income  
24,407  
10,714  
The Parent Company is jointly taxed with the Danish subsidiaries, HLTV  
ApS and Mindway Ai ApS. As administration company, the Company  
has unlimited joint and several liability, together with the subsidiaries,  
for payment of Danish corporation taxes and withholding taxes on  
dividends, interest and royalties within the joint taxation group. The  
jointly taxed entities’ total known net payable in respect of corporation  
taxes and withholding taxes payable on dividend, interest and royalties  
amounted to 360 tEUR at December 31, 2020 (net receivable 575 tEUR  
at December 31, 2020). Any subsequent corrections of income subject  
to joint taxation and withholding taxes, etc., may entail that the entities’  
liability will increase.  
Balance Sheet  
Long-term financial assets  
Receivables from subsidiaries  
Short term loans and payables to subsidiaries  
245,349  
22,428  
9,273  
36,969  
1,657  
12,585  
Management remuneration and share option programs are disclosed in  
note 2 and note 3 to the parent company financial statements.  
There have not been other transactions with the Board of Directors, the  
Executive Directors, major shareholders or other related parties during  
the year.  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Otherꢀ  
108  
Other  
109 Definitions  
109 Alternative performance measures  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Otherꢀ  
109  
Definitions  
Alternative performance measures  
Affiliate A company providing a performance-based marketing ser-  
vice for its customers, in this context the customers are operators  
iGaming affiliates Affiliates in the iGaming market  
Alternative Performance  
Measure  
Description  
SCOPE  
iGaming operator Online sports betting and online casino  
operators  
Application Programming Interface (API), A set of rules and speci-  
fications that enables software programs to communicate with each  
other  
Operating profit  
before amortisations  
(EBITA)  
Operating profit plus amortisations  
Better Collective reports this APM to allow monitoring  
and evaluation of the Group’s operational profitability.  
Mobile (-sports betting/casino) iGaming activities on mobile  
devices, such as smartphones and tablets  
Board The Board of Directors of the company  
New depositing customer (NDC) A user that creates an ac-  
count and makes a deposit with the iGaming operator  
Operating profit before  
amortisations margin (%)  
Operating profit before amortisations /  
Revenue  
This APM supports the assessment and monitoring of  
the Group’s performance and profitability  
Business intelligence A collection of techniques, methods and  
strategies used for presenting business information and analysing  
data in order to support business decisions, for example user insights  
and behavioural analytics which enables site managers to efficiently  
evaluate the relevance of content for distribution  
Operating profit before amortisations (EBITA) Operating  
profit plus amortisations  
EBITA before  
special items  
EBITA adjusted for special items  
This APM supports the assessment and monitoring of  
the Group’s performance and profitability excluding  
special items that do no stem from ongoing operations,  
providing a more comparable measure over time.  
Organic growth Revenue growth compared to the same period  
previous year. Organic growth from acquired companies or  
assets are calculated from the date of acquisition measured  
against historical baseline performance  
Company Better Collective A/S, a company registered under the laws  
of Denmark  
Operating profit  
before amortisations  
and special items  
margin (%)  
Operating profit before amortisations  
and special items / Revenue  
This APM supports the assessment and monitoring of  
the Group’s performance and profitability excluding  
special items that do no stem from ongoing operations,  
providing a more comparable measure over time.  
Compounded average growth rate (CAGR) The annual growth rate  
over a specified time period  
Organic traffic The opposite of paid traffic, which defines  
the visits generated by paid advertisement such as PPC (see  
definition below)  
Content site A website containing information primarily generated by  
journalists, writers and other professional contributors. Content sites  
present in-depth information on specific iGaming areas  
Paid Media Marketing efforts involving a paid placement. Paid  
media includes PPC advertising (see definition below), brand-  
ed content, and ads display  
Special items  
Items that are considered not part of  
ongoing business  
tems not part of ongoing business, e.g. cost related  
to M&A and restructuring, adjustments of variable  
payments, and MIP connected to acquisition.  
Cost per acquisition (CPA) A one-off payment for every referred  
user that creates a new profile and makes a deposit with the iGaming  
operator  
Pay-per-click (PPC) An internet advertising model used to  
direct traffic to websites whereby advertisers pay to appear in  
the search engine results for certain search queries  
Net Debt / EBITDA  
before special items  
(Interest bearing debt, including earn-outs  
from acquisitions, excl. contingent consider-  
ation, minus cash and cash equivalents)/  
EBITDA before special items on rolling  
twelve months basis  
This ratio is used to describe the horizon for pay back  
of the interest bearing debt, and measures the leverage  
of the funding.  
Diluted Earnings per share Net profit for the period / (Average num-  
ber of shares + Average number of outstanding warrants - Average  
number of treaury shares held by the company)  
Publishing Organic traffic generated from content sites  
Revenue share A revenue share model is a remuneration model  
based on the percentage of the net revenue generated by an  
NDC with the iGaming operator  
Earnings per share Net profit for the period / (Average number of  
shares - Average number of treaury shares held by the company)  
Liquidity ratio  
Current Assets / Current Liabilities  
Measures the ability of the group to pay it’s current  
liabilities using current assets.  
Equity/assets ratio Equity at the end of period in relation to total  
assets at the end of period  
Search engine optimisation (SEO) The methods and tech-  
niques used to optimise the online visibility of a website  
through improved rankings in a web search engine’s result  
Equity to assets ratio  
Equity / Total Assets  
Reported to show how much of the assets in  
the company is funded by equity  
Esports Competitive tournaments of online video games among  
professional gamers/cyberathletes  
Special items Cost related to IPO and acquisitions  
Cash conversion rate  
before special items  
(Cash flow from operations before special  
items + Cash from CAPEX) / EBITDA before  
special items  
This APM is reported to illustrate the Group’s ability to  
convert profits to cash  
Executive management Executives that are registered with the  
Danish Company register  
Sports wagering The value of bets placed by the players  
Sports win margin The difference between the amount of  
money players wager minus the amount that they win  
The group / Better Collective The company and its subsidiaries  
iGaming Online sports betting and online casino  
NDC  
New depositing customers  
A key figure to reflect the Group’s ability to  
fuel long-term revenue and organic growth  
Organic Growth  
Revenue growth compared to same period  
previous year. Organic growth from acquired  
companies or assets are calculated from the  
date of acquisition measured against historical  
baseline performance.  
Reported to measure the ability to generate growth  
from existing business  
 
Better Collective A/S
Headquarters  
Toldbodgade 12
1253 Copenhagen K
Denmark
CVR no. 27 65 29 13  
copenhagenoffice@bettercollective.com  
+45 2991 9965  
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