Better Collective has announced that it will report esports as a standalone business segment from this quarter onwards, as it increases its focus on the growing area.
The Danish-based affiliate media group’s esports segment contributed €20m to revenue last year, with a profitability margin of 60%.
Jesper Søgaard, Better Collective co-founder and co-chief executive, said: “We see esports as a powerful growth engine for Better Collective going forward. With HLTV and FUTBIN, we own two of the most respected and influential community platforms in global esports, giving us a rare opportunity to serve millions of passionate fans and grow alongside the scene.”
Better Collective saw revenue decline by 13% in Q1 this year, and the decision to report esports separately suggests the area could provide some reasons for optimism in its Q2 earnings report, due to be released on August 20.
Søgaard added: “By establishing esports as its own segment, we sharpen our strategic focus, increase transparency, and create room to invest even faster in new features, content, and partnerships, so we can unlock the full potential of these communities.
“Platforms that are deeply embedded in the fabric of esports are hard to replicate, and we are committed to nurturing them for the long‑term benefit of fans, partners, and shareholders alike.”
FUTBIN Justifying €105m Outlay
Better Collective acquired FUTBIN, the leading platform for EA Sports FC (formerly FIFA Ultimate Team) players, for €105 million in April 2022. This marked the company’s largest acquisition to date.
The site logged 50 million monthly website visits and 3 million daily active app users at acquisition. This has risen to 160 million visits per month, 10 billion monthly impressions, and 4 billion page views.
The popularity of the platform post-acquisition also led to the shutdown of rival site Futhead, which closed in 2023.
In addition to attracting players of the popular FIFA franchise game, the platform has also become a hub for EA FC betting, which has grown exponentially in recent years.
HLTV Also Expanding User Base
Before the acquisition of FUTBIN, Better Collective also purchased HLTV, the world’s largest Counter-Strike esports media and community site. In 2020, the company acquired HLTV for €34.5 million.
It has similarly expanded its user base, and now averages 350 million monthly page views, up from 26.5 million monthly visits in 2020. User visits spike around notable events, such as Counter-Strike Majors. Last week, IEM Cologne was announced as the first Major of the 2026 season.
Like FUTBIN, the site has also increasingly focused on esports betting as the industry continues to expand.
In 2017, about 21.9 million people globally bet on esports. By 2024, that number climbed to roughly 74.3 million, more than tripling in seven years. About 32% of all online bettors now wager on esports at least once per month.