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Better Collective launches Bookmaker Awards 2021



n September 28th, 2021, the best operators across five European markets will be celebrated at a large award show in Amsterdam. Global sports betting media group, Better Collective and its flagship brands in the five markets are behind the Better Collective Bookmaker Awards 2021 that will present the best performing bookmakers across a variety of categories which have been determined after extensive market and player research.

The objective with the awards is to help online bettors to better navigate the markets based on the criteria they find relevant and valuable.  

At the award show, the best bookmakers will be named by Better Collective’s flagship brands within the following markets:

  • Greece: Better Collective Bookmaker Awards 2021 by
  • Sweden: Better Collective Bookmaker Awards 2021 by
  • Denmark: Better Collective Bookmaker Awards 2021 by
  • Poland: Better Collective Bookmaker Awards 2021 by
  • Romania: Better Collective Bookmaker Awards 2021 by 

The best performing bookmakers will be awarded across the following categories: Best football odds, Best sports odds (market specific sport), Best market selection, Best customer service, Best banking options, Best betting experience, Best welcome offers*, Best existing customer loyalty, Best overall sportsbetting Bookmaker and Player’s choice.

*Only for Greece, Poland and Romania

Shona ODonnell, Head of Strategic Events at Better Collective, said: “The Better Collective Bookmakers Awards is in line with Better Collective’s ambition to create transparency in the markets for the players. 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. I cannot wait to meet and celebrate with partners in September with our new multi-market awards concept.” 

Through focus group sessions with players and quantitative data collection, Better Collective has been able to determine which categories players in the individual markets find the most relevant when deciding on a bookmaker to play with.  

All of the categories will be judged using data that has been collected by Better Collective since August 2020 allowing Better Collective to see how bookmakers perform over time rather than just in a single snapshot. 

The category Players’ Choice Award will be voted for by the users of the flagship brands in the individual markets. 

For 2022, Better Collective will add new markets, among other UK and Spain to the Better Collective Bookmaker Awards concept celebrating the best performing bookmakers across relevant categories in these markets as well.

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