Better Collective AS To Hold First Ever Bookmaker Awards

On September 28, Better Collective AS will hold its first-ever ‘Bookmaker Awards’ in Amsterdam, honouring the best-performing and most rewarding betting companies across five European markets.

According to consumer input gathered by Better Collective’s player communities of Betarades (Greece), (Sweden), SpilXperten (Denmark), Zagranie (Poland), and PariuriX (Romania), the revised awards ceremony will honour Europe’s best performing bookmakers.

Better Collective’s headlining event aims to create a market-by-market reflecting and relevant awards ceremony, in which bookmakers’ actual success is certified for the benefit of clients, according to the Stockholm-listed media business.

Shona ODonnell, Head of Strategic Events at Better Collective explained: “The Better Collective Bookmakers Awards is in line with Better Collective’s ambition to create transparency in the markets for the players.”

Better Collective has used player and quantitative data to identify which categories and particular markets players find the most significant when choosing a bookmaker to gamble with in advance of the event.

The Better Collective awards will recognise the following individual categories for each market:

  • Best football odds
  • Best sports odds (market-specific sport)
  • Best market selection
  • Best customer service
  • Best banking options
  • Best betting experience
  • Best existing customer loyalty
  • Best overall sports betting Bookmaker and Player’s choice

The data acquired since August 2020 will be used to judge the above categories, allowing judges to see how bookmakers perform over time rather than just in a single snapshot.

“Due to our position in the value chain, our comprehensive data collection process and with our local market knowledge, we are uniquely positioned to analyse the performance of the bookmakers and hence use this award to support players to make more informed decisions when deciding on a bookmaker that matches their individual needs,” O’Donnell added.

In 2022, Better Collective plans to extend its Bookmaker Awards presentation, which honours the best performing companies in the United Kingdom and Spain. All necessary event details are available at

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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.