Better Collective launches FanReach for US iGaming advertisers

Better Collective has launched FanReach in the United States, marking a significant expansion of its data and media capabilities aimed at advertisers operating across iGaming, sports betting, fantasy sports and the wider sports media ecosystem. The new product is positioned as an audience intelligence and activation solution designed to connect brands with highly engaged sports fans using consented first-party and zero-party data in premium digital environments.

The introduction of FanReach reflects broader shifts in digital advertising where brands are increasingly seeking alternatives to third-party data models. Regulatory scrutiny, evolving privacy standards and changes in browser policies have accelerated demand for authenticated and transparent data sources. In this context, Better Collective is positioning FanReach as a scalable and compliant solution that aligns with the needs of regulated iGaming advertisers operating in complex legal and commercial environments.

Context behind the FanReach launch

The US sports betting and iGaming markets have expanded rapidly following state-by-state legalisation trends. As competition among operators and related brands has intensified, access to high-quality audiences has become a central concern. Advertisers are no longer focused solely on reach but are placing greater emphasis on relevance, engagement and compliance.

Better Collective operates a broad portfolio of owned and operated media brands that focus on sports content, betting education and fan engagement. Over time, these properties have generated substantial volumes of authenticated user data based on direct interactions with content, tools and community features. FanReach is designed to consolidate this data into a single framework that can be activated across advertising channels while respecting consent and privacy requirements.

FanReach as part of the AdVantage framework

FanReach forms part of Better Collective’s AdVantage framework, which represents the company’s wider data-driven monetisation strategy. AdVantage is intended to diversify revenue streams beyond traditional affiliate marketing by leveraging proprietary media assets and audience insights.

Within this structure, FanReach acts as an infrastructure layer. Its purpose is to improve how Better Collective understands user behaviour across its media ecosystem and how those insights can be translated into measurable value for advertising partners. This approach supports long-term monetisation objectives while reducing reliance on external data providers.

By embedding FanReach within AdVantage, Better Collective aims to ensure that data intelligence supports multiple commercial initiatives including direct advertising, programmatic partnerships and audience extension strategies across sports and iGaming verticals.

Building a scalable fan graph

At the core of FanReach is what Better Collective describes as a single and scalable fan graph. This fan graph is constructed using zero- and first-party data collected from the company’s owned and operated media brands. According to Better Collective, audience segments are built using deterministic signals derived from real user behaviour rather than inferred or probabilistic data.

These signals are fully consented and authenticated, which is increasingly important for advertisers operating in regulated industries. By focusing on deterministic data, FanReach aims to provide more accurate audience segmentation and targeting capabilities compared to models that rely heavily on third-party cookies or external data brokers.

The fan graph aggregates data across content consumption patterns, engagement depth and behavioural indicators. This allows Better Collective to identify meaningful audience segments within sports betting, iGaming and adjacent lifestyle categories without compromising data integrity or regulatory compliance.

Reach and scale in the US market

At launch, Better Collective reports that FanReach reaches more than 50 million sports fans in the United States through its owned media brands and social channels. This reach includes audiences engaged with sports news, betting analysis, fantasy sports content and related entertainment formats.

The company has stated that this reach is expected to grow as additional US media brands are incorporated into the FanReach framework. There are also plans to expand the product into other geographies over time, subject to market conditions and regulatory considerations.

By aggregating audiences into a single access point, FanReach enables advertisers to activate campaigns across multiple stages of the marketing funnel. These stages range from brand awareness and consideration to acquisition and retention. For iGaming advertisers, this integrated approach is particularly relevant given the high lifetime value of customers and the importance of responsible engagement strategies.

Privacy-first data strategy

Better Collective has emphasised that FanReach is built predominantly on authenticated first-party data, supported by zero-party data collected directly from users. Zero-party data refers to information that users intentionally and proactively share such as preferences or declared interests.

This strategy contrasts with open advertising ecosystems that depend heavily on third-party data. Such ecosystems are facing increasing challenges due to regulatory developments and platform restrictions. By prioritising first-party relationships, Better Collective seeks to maintain long-term data ownership and targeting accuracy.

For iGaming advertisers, privacy-first data strategies are not only a compliance requirement but also a reputational consideration. FanReach is positioned as a solution that aligns commercial objectives with responsible data use principles in a post-cookie environment.

Audience signals and activation capabilities

The FanReach platform is designed to support activation based on a wide range of sports and betting-related signals. These include content consumption patterns, engagement depth, behavioural indicators and transactional interactions. Additional data points such as device usage, sportsbook affinity and geographic information are also incorporated where appropriate and consented.

These signals are generated from Better Collective’s media network and are used to inform AI-driven audience modelling and predictive segmentation. The use of artificial intelligence allows the platform to identify patterns and affinities across large datasets while maintaining a focus on deterministic inputs.

Activation options include placements across Better Collective’s owned publisher network as well as execution through programmatic and direct buying channels. This flexibility allows advertisers to align FanReach campaigns with their existing media strategies while benefiting from proprietary audience insights.

Alignment with regulatory expectations

Better Collective has stated that FanReach is designed to operate in alignment with applicable data protection frameworks. This includes adherence to consent requirements and transparency standards that are particularly relevant in the iGaming sector.

Regulators and policymakers continue to scrutinise how data is collected, processed and used in digital advertising. For companies operating in sports betting and iGaming, non-compliance can carry significant financial and reputational risks. FanReach is positioned as a platform that recognises these risks and integrates compliance considerations into its core design.

By offering a controlled and consent-driven environment, Better Collective aims to provide advertisers with greater confidence when executing campaigns in regulated markets.

Strategic positioning in a competitive market

The launch of FanReach comes at a time when advertisers are prioritising sports and iGaming environments that offer both high engagement and measurable outcomes. As competition for attention intensifies, the ability to deliver relevant messaging to defined audiences has become a key differentiator.

With FanReach, Better Collective is seeking to position its media assets and data capabilities as a centralised access point for brands. This approach leverages the company’s scale in sports media while addressing the specific needs of advertisers operating under regulatory and privacy constraints.

Jesper Søgaard, Co-founder and Co-CEO of Better Collective, commented on the strategic importance of the launch. He said: “The launch of FanReach is a strategic milestone for Better Collective. It strengthens the foundation of our AdVantage ecosystem by allowing us to better understand our users, segment them intelligently and monetise those audiences across platforms. With FanReach, we can help partners and advertisers activate attractive and highly engaged premium sports audiences with greater precision and performance in a privacy-first environment.”

Long-term implications for Better Collective

FanReach represents a shift in how Better Collective approaches monetisation and partner engagement. By investing in data infrastructure and audience intelligence, the company is signalling a long-term commitment to building proprietary capabilities that extend beyond affiliate marketing.

This strategy may also support resilience against market volatility and regulatory changes. As data ownership and compliance become more central to digital advertising, companies with established first-party ecosystems are likely to hold a competitive advantage.

For advertisers, FanReach offers an alternative pathway to reach sports and iGaming audiences at scale without relying on diminishing third-party data sources. The success of the platform will depend on execution, adoption and the ability to demonstrate measurable value over time.

Conclusion

The launch of FanReach in the United States marks an important development in Better Collective’s evolution as a data-driven media group. By consolidating consented first-party and zero-party data into a scalable fan graph, the company is responding to structural changes in digital advertising and the specific demands of regulated iGaming markets.

FanReach is positioned as both an audience intelligence tool and an activation platform that aligns privacy, performance and compliance. As the US iGaming and sports betting landscape continues to mature, solutions that combine scale with accountability are likely to play an increasingly central role. Better Collective’s approach with FanReach reflects a strategic effort to meet these expectations while diversifying its commercial model for the long term.

FAQs

What is FanReach by Better Collective?
FanReach is an audience intelligence and activation product that connects advertisers with sports fans using consented first-party and zero-party data.

Who is FanReach designed for?
The platform is designed for advertisers operating across iGaming, sports betting, fantasy sports and related sports media verticals.

Where has FanReach been launched?
FanReach has been launched in the United States with plans for future expansion into other markets.

How does FanReach collect audience data?
The platform uses authenticated first-party data and zero-party data collected directly from Better Collective’s owned media brands.

Why is FanReach considered privacy-first?
FanReach relies on consented deterministic data rather than third-party cookies which aligns with modern privacy and regulatory expectations.

How large is FanReach’s initial audience?
At launch, FanReach is reported to reach more than 50 million sports fans in the US.

What types of campaigns can be run through FanReach?
Advertisers can activate campaigns across brand awareness, acquisition and retention stages using direct and programmatic channels.

How does FanReach fit into Better Collective’s strategy?
FanReach is part of the AdVantage framework which aims to diversify monetisation beyond traditional affiliate models.

Does FanReach support regulated iGaming markets?
Yes, the platform is designed to align with data protection frameworks relevant to regulated iGaming environments.

What differentiates FanReach from other advertising platforms?
Its focus on proprietary media assets, deterministic data and compliance-driven design differentiates it from open third-party data ecosystems.