Published on: October 20, 2025, 02:33h.
Updated on: October 20, 2025, 02:38h.
- Betting and sports media facing challenges from AI advancements
- Criticism mounts regarding declining content quality on Better Collective platforms
- Revenue for the company is derived from affiliate partnerships and advertisements
Shares of Better Collective, listed on the Stockholm exchange under the ticker “BETCO,” may be impacted by a number of factors, particularly the rise of artificial intelligence (AI).
In a recent analysis, The Bear Cave newsletter indicated that Better Collective, which operates The Action Network and Yardbarker, may see fluctuations in share value due to factors such as AI innovation and changing consumer behaviors in media.
“All sectors are experiencing media disintermediation, with audiences increasingly drawn to individual influencers rather than traditional outlets,” commented Bear Cave founder Edwin Dorsey. “Coupled with ongoing criticisms of ‘clickbait’ content, Better Collective could face challenges as barriers for content creation lower and options for high-quality content grow.”
Dorsey warns that Better Collective’s traffic could diminish due to the rise of AI-driven content summaries and chatbots, negatively affecting advertising and affiliate revenues. He also expressed concerns regarding the company’s uncertain stance on AI’s influence.
Research suggests that exposure to AI-generated summaries can lead to a 50% reduction in the likelihood of users clicking on conventional links.
Additional Challenges for Better Collective
Better Collective has thrived at the crossroads of sports media and betting, acquiring The Action Network for $240 million in 2022, followed by the $188 million acquisition of Toronto’s Playmaker Capital in 2023, among various other transactions.
Beyond AI and evolving media trends, there are other significant challenges ahead. Dorsey pointed out the emergence of prediction markets as a potential threat. Companies like Kalshi and Polymarket do not offer affiliate commissions like traditional sportsbooks, impacting Better Collective’s business model.
The Bear Cave also highlights stricter regulations as a growing concern for Better Collective, with specific mention of Brazil.
“Brazil, accounting for roughly 20% of Better Collective’s revenue, has implemented sportsbook regulations since January 1,” Dorsey notes. “Gaming firms now face a 12% tax on gross gaming revenues, face limited advertising solutions, and are prohibited from accepting credit card deposits. Many lawmakers are pushing for even stricter measures or an outright gambling ban, sparked by a 2024 study revealing that ‘20% of the funds allocated to the government’s primary social program in August were spent on online gambling.’”
Content Quality and Conflicts of Interest
Dorsey highlights growing concerns regarding the quality of content on Better Collective’s platforms, such as Bolavip and Yardbarker. Many users feel these sites prioritize sensational headlines to drive clicks, straying too far into pop culture and away from sports.
There are also worries about potential conflicts of interest relating to Better Collective’s operations, particularly with sites like The Action Network.
“Better Collective’s core value proposition is inherently conflicted. If they truly provided tools that allowed bettors to succeed against sportsbooks, those sportsbooks would likely sever ties,” concludes Dorsey. “In contrast, prediction markets and their associated media give bettors the chance to profit unrestricted, making the dissemination of valuable information essential.”