Better Collective has acquired the UK sports betting media brand AceOdds in a deal valued at $42 million to bolster its presence in the UK market. Founded in 2008, AceOdds initially aimed to provide UK sports fans with a user-friendly betting calculator.
Over time, AceOdds has broadened its offerings to include a variety of betting tools, odds comparisons, reviews, and streaming schedules. It operates through both web platforms and an app.
Although Better Collective already maintains a strong foothold in the UK, the company stated that this acquisition will further solidify its position in one of the world's largest markets for sports and sports fans. AceOdds generates significant recurring revenue, and its integration will enable Better Collective to expand its global sportsbook network, including operations in the United States.
