Better Collective lifts lid on esports segment ahead of standalone reporting

Better Collective has said it has built a “meaningful presence around deeply engaged communities” in the esports sector ahead of reporting the division’s performance as a new standalone vertical.

The move, which was first announced during the company’s Q1 report, will be first delivered when Better Collective releases its Q2 earnings on 20 August.

Esports will be broken out and sit alongside publishing and paid media as the Danish firm’s three core business units.

Esports reporting will highlight the contributions of Better Collective’s largest brands dedicated to the vertical in the shape of HLTV and FUTBIN.

Better Collective snapped up HLTV in 2020 in a €34.5m deal before adding FUTBIN in 2022 for €105m.

HLTV is a media and community platform dedicated to the Counter-Strike game series, which has been part of the Better Collective network since 2020.

In addition to a website, HLTV content encompasses a podcast and media studio, an annual awards show, as well as a fantasy app.

The brand averages 350 million monthly page views, has accrued 1.6 million followers across social media channels, and has seen 26 million unique users over the last 12 months.

FUTBIN is a platform for players of the EA Sports FC (formerly FIFA) games, which delivers four billion monthly page views, over 20 million unique users every month, and which has amassed 2.5 million followers on social media.

A Better Collective statement read: “The strength of HLTV and FUTBIN not only reinforces Better Collective’s position in the growing esports industry but also enhances business diversification, positioning Better Collective to benefit from evolving industry trends.

“Crucially, both platforms reach a gaming-native demographic that is significantly younger than Better Collective’s traditional sports audience – providing Better Collective early access to the ‘future audience’ that will shape digital sports consumption in the coming decade.

“Both brands already command sizeable global audiences – particularly in North America and Europe – and provide multiple levers for future growth. Additionally, strong brand recognition makes these assets attractive within the broader digital sports media advertising landscape.”

Better Collective’s full-year 2024 report highlighted the value that esports brings to the affiliate.

Esports revenue for the year amounted to €20.4m (£17.7m), down from €22.2m in 2023 but an improvement on the €18.9m reported in 2022.

Jesper Søgaard, Better Collective co-CEO, added: “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.

“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.”

Last month, Better Collective North America CEO Marc Pedersen announced he was stepping down from his role after 18 years with the company.