Marc Pedersen, after nearly 18 years with Better Collective, has officially stepped down as CEO, marking the end of an era for the global sports betting and media group.
In a reflective LinkedIn post, Pedersen recounted the company’s journey from its early days in a cramped apartment to becoming an international powerhouse with a diverse portfolio spanning sports, gambling and esports.
“When I joined in 2007, we were just a few people cramped in a room in Christian and Jesper’s apartment,” Pedersen wrote. “By 2017, organic growth had taken us far, but that year marked a new phase as we kicked off our M&A strategy. I had the privilege of leading the first ~25 acquisitions.”
Better Collective’s Esports Holdings
Better Collective’s influence extends deeply into the esports sector, where it owns and operates several platforms.
Among its most notable assets is FUTBIN, the world’s largest community for EA Sports FC (formerly FIFA) Ultimate Team.
The company also owns HLTV.org, a source for Counter-Strike 2 (CS2) news, statistics, and player rankings.
HLTV not only offers comprehensive coverage of CS2 tournaments but also hosts an annual awards show, which celebrates the best players and teams in the world.
Additionally, Better Collective operates Dust2, a localised news and statistics platform for CS2 fans in markets such as Denmark, Brazil, India, and the US.
Dust2 delivers live scores, interviews, and organizes the yearly Dust2 Masters tournament, connecting national communities with the global esports scene.
Structural Shifts and Market Challenges
Pedersen’s departure comes at a time of significant structural change for Better Collective.
The company recently reported a drop in Q1 revenue, attributing the decline to regulatory shifts in key markets, particularly in North America.
These changes have prompted a strategic review and realignment of business priorities, as Better Collective adapts to evolving compliance requirements and market conditions.
Despite the challenges, Pedersen expressed pride in the team’s accomplishments, including growing annual revenue from $260,000 in 2018 to over $100m since 2022, building major revenue-share databases, and launching high-profile content initiatives with sports celebrities.
“None of this could have been done without the incredible team in BC North America. It has been an honor to have led such a talented team,” Pedersen stated.
As Better Collective navigates its next phase, the company still remains a major player in both sports betting and digital fan engagement worldwide.
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