Better Collective upgrades flagship bettingexpert brand
Copenhagen-based affiliate overhauls bettingexpert back-end for US expansion and improved UX
Better Collective has upgraded the back-end infrastructure of its flagship affiliate brand bettingexpert.com.
According to the Copenhagen-based affiliate, the new back-end will help scale the product across US states and provide the tipster community with a “more intuitive betting journey”.
The software upgrade will also allow Better Collective to personalise the bettingexpert front-end for individual users to help with the retention of members.
The new bettingexpert interface
Shane Anderson, senior director of group content and brand at Better Collective, told EGR Intel: “BettingExpert is in many ways our global brand but it was working on an infrastructure that needed an upgrade.
“We can focus a lot more now on content that will help with user retention, and that is the really exciting element.
“It will help us create a broader editorial space and include more video, with tipping still at the very heart of what we are doing.
“You have to be able to meet what you audience expectations are and that means more content and more options.
“With this upgrade, we are down the path towards meeting that,” he added.
The new bettingexpert interface was developed after focus group sessions, interviews and field group studies with site users. It has been available for testing in beta mode since July 2018.
The infrastructure of the new site is made up of a series of Application Programming Interfaces (API’s) dedicated to their own functions, including bookmakers, offers and tips.
Better Collective CEO Jesper Søgaard
Better Collective CEO Jesper Søgaard said: “Bettingexpert is a strategically important brand product for Better Collective, especially in terms of our partner relations and market penetration.
“The tipster community already holds a strong position in key European markets and with more and more states in the US opening up for online sports betting, building a new and improved version of our flagship product to meet the demands in the market has been a strong focus area for us.
“The improved technical setup now makes us able to effectively scale Bettingexpert across individual states which sets us in a strong position to grow our business in the market alongside our newly acquired US brands.”
Better Collective struck a commercial deal with UK newspaper The Daily Telegraph in September.