

Affiliate Industry
Better Collective acquires leading US sports betting media platform, Action Network, for 240 mUSD
With the acquisition of Action Network, Better Collective gains clear market leadership within sports betting media and affiliation in the US and now expects to increase its revenues in the US to more than 100 mUSD by 2022.
Sports betting media group, Better Collective, today announces that it has signed an agreement to acquire 100% of the shares in Action Network, Inc. (“Action”) for 240 mUSD (198 mEUR) on a cash and debt free basis. Founded in 2017 and launched in 2018, Action is uniquely positioned in the US market as the premium sports content and product destination for US sports bettors. 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. Action’s diverse revenue model includes a rapidly-growing affiliate marketing business focused on customer acquisition for betting operators in the US as well as subscription products, anchored by Action Pro, Action Labs and Fantasy Labs.
Action continues to benefit from the expanding legal sports betting market in the US. In 2021, Action is expected to achieve revenues approaching 40 mUSD, an increase of over 100% year-on-year, while also generating positive operational earnings in 2021. As more states legalize online sports betting, the potential to further deepen and expand Action’s commercial partnerships with large US-based sportsbooks such as BetMGM, DraftKings, FanDuel and PointsBet is significant. Action is headquartered in New York, and has approximately 100 employees.
The Transaction
The purchase price amounts to 240 mUSD (198 mEUR) on a cash and debt free basis and will be settled in a cash payment and a 12 mUSD issuance of new Better Collective (BETCO.ST) shares to Action’s management, key employees and certain other individuals. 10 mUSD of the cash payment will be paid on a deferred basis as settlement of certain existing share options in Action. The number of Better Collective shares issued will be determined by the volume-weighted BETCO.ST share price 5 trading days prior to the date of this announcement. Further, the issued Better Collective shares will be subject to a lock-up of between 6 and 24 months following completion of the transaction.
The cash component of the purchase price will be provided through bank financing.
The acquisition is subject to customary regulatory approvals and is expected to be completed in Q2 2021.
Better Collective in the US
While the US sports betting market has grown rapidly since the repeal of the Professional and Amateur Sports Protection Act (PASPA) removed a federal ban on online gambling, only 13 states have legalized online gambling at this point. Many more are expected to follow in the coming years, with the addressable market significantly expanding as a result. Total online sports betting revenues in the US are forecasted to reach 4 bnUSD in 2022 and amount to nearly 40 bnUSD in 2033*.
Following the execution of Better Collective’s acquisition strategy and ongoing investments in the US market, Better Collective’s US business has developed successfully, with high growth and a rapid increase in profitability. The acquisition of Action consolidates Better Collective’s leading position in the affiliate and customer delivery verticals within online sports betting, enabled through a number of strong product platforms. In light of this, and given the continued pace of new states regulating, Better Collective expects the US market to continue growing and its US revenues to surpass 100 mUSD by 2022, with positive and increasing operational earnings.
Action will become an integral part of Better Collective US and will continue to operate as a separate business unit with its current brands, management team, and employees, led by CEO Patrick Keane who will report to Group Management through US CEO, Marc Pedersen. Action will integrate with Better Collective’s current organization where relevant in order to generate efficiencies.
Jesper Søgaard, CEO of Better Collective, says:
“I am thrilled to welcome Action and its employees to Better Collective. This acquisition, which is the largest in Better Collective’s history, gives us a leading position within affiliation in the US and a strong foundation for profiting from the continuous regulation of the US betting market. We add three new, very well positioned US sports media brands to our portfolio and welcome around 100 new colleagues, together representing an invaluable pool of knowledge and expertise on the US sports betting media market. By all accounts, this is a great day for Better Collective.”
Patrick Keane, CEO of Action, says:
“Today marks a great achievement in the history of Action. In just a few years, our team has managed to build a leading sports betting product and media business in the US market, making us attractive to a leading international player. I am thrilled about this outcome for our employees and investors and we look forward to continuing to forge great relationships with our league, media and sportsbook partners. Under Better Collective’s ownership, we become part of a company with many years of experience and all the resources necessary to further grow our position and develop our offering, to ultimately enhance the betting and entertainment experience for sports fans. We gain new colleagues, career paths and perspectives. I’m looking very much forward to the journey ahead. ”
Financial Targets
Better Collective will consolidate Action into the Better Collective Group from the time of closing. In connection with the acquisition, Better Collective is updating its Financial Targets for 2021:
- Total group revenue is now expected to exceed 180 mEUR (previously more than 160 mEUR); and
- Operational profit is now expected to exceed 55 mEUR (previously more than 50 mEUR).
Better Collective will share more details in connection with its Q1 2021 earnings report that will be released on May 12, 2021.
The acquisition of Action will bring Better Collective’s estimated debt leverage (Net Interest Bearing Debt/EBITDA) above the company’s financial target of <3.0. Due to Better Collective’s strong operating cash flow, the Board of Directors has decided that for the time being, it is acceptable for the company’s debt leverage to exceed the financial target of 3.0, which target remains in place for 2021. The Board will therefore decide upon any potential changes to the company’s long term capital structure in due course.
Advisors
Morgan Stanley acted as sole financial advisor, Bruun & Hjejle and GreenbergTraurig acted as legal advisors, and PwC acted as accounting and tax advisor in connection with the acquisition for Better Collective. Nordea Bank will be providing financing to facilitate the closing of the transaction.
Moelis & Company LLC acted as sole financial advisor and Venable LLP acted as legal advisor to Action. Gibson, Dunn & Crutcher LLP acted as advisors to The Chernin Group, the largest shareholder of Action.
Affiliate Industry
Flying High with N1 Partners at iGB L!VE: Branded Helicopter and London VIP Bus Tour for N1 Puzzle Promo Leaders

At iGB L!VE 2025 in London, the N1 Partners made a statement for its top partners — loud, bold, and airborne.
N1 Partners delivered an unforgettable iGB L!VE experience for one of their high-performing teams — Traffic Squad. Currently ranked in the top three of the year-long global N1 Puzzle Promo leaderboard, they’re chasing the ultimate prize: a Robinson R22 Beta II helicopter. The special day, arranged by N1 Partners, featured a unique journey through London aboard the red Wealth Bus, followed by an exclusive flight over the city center in an N1-branded helicopter.
“This ride left me speechless, to be honest.” “Amazing.” “Absolutely breathtaking.” And finally: “Truly one of the best experiences of my life!” — representatives of the Traffic Squad team shared their impressions of the helicopter ride.
iGB L!VE became another key step in N1 Partners’ global Puzzle Promo. The exclusive N1 merch distributed at the conference was more than just swag — it served as an additional puzzle piece that boosted partner teams on the leaderboard.
During the conference, the N1 Partners team held dozens of strategy sessions with affiliates, exploring top-converting offers and traffic-boosting tactics. “This year in London was a genuine level-up for us,” said Alexa Bond, Head of Affiliates at N1 Partners. “We brought more than deals — we delivered experience. From strategy sessions to skyline views, our focus stays the same: give partners the tools and energy to be number one.”
N1 Partners remains open to new collaborations. Ready to unlock your next revenue milestone? Drive traffic and start climbing toward that Robinson R22 helicopter. This is your moment — join the N1 Puzzle Promo.
The post Flying High with N1 Partners at iGB L!VE: Branded Helicopter and London VIP Bus Tour for N1 Puzzle Promo Leaders appeared first on Gaming and Gambling Industry in the Americas.
Affiliate Industry
Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running

Affilka by SOFTSWISS, an affiliate management software platform, has secured the title of Affiliate Software Supplier at the prestigious EGR B2B Awards for the second consecutive year. The awards ceremony took place on 3 July at London’s iconic The Roundhouse, where the iGaming industry gathered to celebrate the most successful and innovative companies of the past year.
The consecutive win reinforces Affilka’s growing leadership in iGaming affiliate marketing software. Over the past 12 months, the product has consistently evolved, launching a series of powerful new features.
Among the recent updates is the Cross-Brand Player Duplicate Detection tool, which identifies overlapping player accounts across different casino brands within a single affiliate program. The platform also introduced the new Traffic Report, which provides real-time, click-to-registration and click-to-FTD metrics with multi-dimensional filters. Another new feature allows affiliates to access data on their marketing campaigns and tracking links directly via API, enabling automated data extraction and custom integrations.
At the end of last year, Affilka rolled out the Geo-Distributed Redirect feature, which boosts site visits by reducing redirect times from 1.5 seconds to 300–500 milliseconds, and the Cohort Analysis Report, which offers deeper insights into player behaviour.
Anastasia Borovaya, Head of Affilka by SOFTSWISS, commented on the recognition: “Winning this award two years in a row is an incredible achievement for our team. It reflects our hard work, creativity, and deep commitment to the continuing improvement of our platform. What makes this win special is knowing that the tools we build are already helping our partners solve real challenges. Whether refining traffic strategies or making smarter, data-driven decisions, we’re proud Affilka plays a part in their success.”
Thanks to ongoing updates and the introduction of new innovative features, Affilka by SOFTSWISS now supports over 450 brands, 400 thousand affiliate accounts, and 98 million player registrations.
Earlier in June, SOFTSWISS won two prestigious trophies at another EGR Ceremony – Marketing & Innovation Awards 2025. The company’s marketing department received the Marketing Team of the Year Award for its bold creative approach and effective use of new technologies and data analytics. In addition, Valentina Bagniya, CMO at SOFTSWISS, was named B2B Marketer of the Year for transforming the company’s marketing function into a powerful brand engine within the iGaming industry.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running appeared first on European Gaming Industry News.
Affiliate Industry
Affilka by SOFTSWISS Unveils Updates for Affiliates

Affilka by SOFTSWISS, an award-winning affiliate management software platform, has announced a suite of new product updates for the affiliates. The latest release introduces a Traffic Report with advanced clicks analytics, an API for extracting campaigns and tracking links, and a sub-affiliate NGR-based revenue share model.
Traffic Report: In-depth Click Analysis
This new Traffic Report focuses on detailed click-level analytics, offering in-depth insights into clicks, registrations, deposits, and conversion rates such as click-to-reg and click-to-FTD – all in one place. It includes several key features for flexible data analysis:
- Multi-dimensional filtering and data grouping: The report enables users to filter and break down the data into granular views across multiple dimensions, offering detailed insights by traffic source, campaign, country, device type, IP address, and more. Notably, click data is transferred to the report in real time, providing instant visibility into user activity.
- CSV data export: The report supports one-click CSV export, allowing affiliates to easily download raw data for offline analysis or sharing.
- Historical data access: Affiliates can review traffic statistics from 1 January 2023, enabling year-on-year comparisons and long-term trend evaluation.
Gleb Bichan, Product Lead at Affilka by SOFTSWISS, comments: “At Affilka, we know how crucial it is for operators and affiliates alike to make data-driven decisions. That’s why we’re introducing tools like the Traffic Report to help partners become more productive and uncover new insights faster.”
API for Marketing Campaigns and Tracking Links
In addition to the existing Reports API, affiliates can now access data on their marketing campaigns and tracking links directly via API, allowing for automated data extraction and custom integrations. With this API access, users can retrieve up-to-date lists of marketing campaigns, promo codes, and related performance metrics directly via API calls. This improvement helps Affilka clients automate their reporting workflows and integrate affiliate data with external BI tools, reducing manual effort and ensuring timely access to key information.
New Sub-affiliate Revenue Share Model
Responding to client feedback, Affilka’s team also features a new sub-affiliate reward type. This allows affiliates to earn a commission based on the Net Gaming Revenue (NGR) generated by players referred by their sub-affiliates, offering a more direct revenue-sharing approach. By aligning earnings with the actual revenue brought in by sub-affiliates, the update incentivises collaboration and gives experienced affiliates a stronger stake in mentoring their referred partners.
Gleb Bichan adds: “For us, it’s important that affiliates not only use the product but also feel it’s built with their real needs in mind. We regularly gather feedback and implement improvements that make daily workflows more transparent and efficient. Features like the Traffic Report, API access, and new reward types are direct responses to partner requests – and we’re not stopping there. We plan to introduce even more tools designed to simplify affiliate operations, so stay tuned for upcoming updates.”
Affilka by SOFTSWISS will be presented at iGB in London from 3 to 4 July 2025. Attendees of the event can learn more about new features directly from the Affilka team and see how these innovations support better affiliate programme management.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post Affilka by SOFTSWISS Unveils Updates for Affiliates appeared first on European Gaming Industry News.
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