June 14, 2021 3 min read


Better Collective Integrates Spotlight Sports’ Superfeed

Better Collective has integrated the Superfeed engine, recently launched by Spotlight Sports Group to enhance its sports racing content.

Better Collective Goes Multilingual

Better Collective has signed an agreement to integrate the Superfeed engine by Spotlight Sports Group, enhancing its sports racing content and strengthening its partnership with the group.

The deal expands on a previous agreement between Better Collective and Spotlight Sports, made five years ago, which includes Spotlight’s support on the enhancement of the Danish operator’s in-house content team. 

Better Collective Group Media and Commercial Sites Senior Director Simon Hovmand-Stilling said that the company has worked with Spotlight for several years and knows that they produce high-quality content.

Better Collective recently reported strong growth, announcing a revenue jump of 86% in its first quarter of 2021. 

Superfeed’s Betting Editorial Available In 80 Languages

Under the new deal, Better Collective will integrate Superfeed into its selected sports media platforms. The engine will equip the operator with industry-leading racing data analyzing over 60,000 events annually. Stilling said that the company added a multilingual offering and integrated data from Superfeed.

Superfeed includes customized betting editorial, available in more than 80 different languages. The engine will be leveraged by the operator across global multilingual markets and allow content provision specially created for the local markets across Europe and the US.

The editorials keep clients updated with high-quality long-form pieces, covering sports and racing, offering hundreds of up-to-date articles every day, including breaking news stories.

Spotlight Sports Group Account Director Daniel Smith said that the company has a long-term relationship with Better Collective, which evolves year after year, from integrating racing content to integrating Superfeed and sports editorial in multiple languages.

Spotlight Aims For Fans to Make Better Betting Decisions

Тhe integration happens before the UEFA 2020 European Championship and the upcoming Tokyo 2020 Olympics.

Stilling said that Better Collective constantly strives to boost its offering and sports betting content experience. The company’s M&A strategy over the past years proves to be successful. It strengthens the operator’s position in key markets. With Superfeed, Better Collective will have the ability to provide premium content to its customers and allow sports fans to make better decisions based on knowledge.

Smith said that Spotlight is excited to add international racing other integrations to Superfeed when the time comes. He said that the partnership with Better Collective means that Spotlight’s content will reach more users and enhance their wagering experience.

Smith added that integrating Superfeed’s content to Better Collective will help the operators’ audience to gain more sporting knowledge and make better choices based on information and insights from the company’s team of more than 200 localized journalists.

In September last year, Bloomberg published information that Z Capital explored a sale for SIG. According to Bloomberg, sources sent documents with possible buyers, reviewed by Bloomberg. 

The buyers then requested anonymity. According to the sources, the company could have fetched more than $350 million.


Eva is a PR specialist and communications expert with ten years of experience in campaign organizing and creative writing. She is also a published author of fictional stories. Eva recently developed an interest in economics and the gaming industry after discovering the inspirational story of Molly Bloom.

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