After earlier in the week announcing its acquisition of Austrian sportsbetting affiliate WettPortal, Better Collective is now intent on breaking into the United Kingdom market following its purchase of online casino counterpart

Established in 2004, Copenhagen-based Better Collective is a developer of digital platforms for the betting tip, bookmaker information and iGaming communities. June saw it acquire Austrian sportsbetting affiliate SportFreunde.

“As an established affiliate known in the United Kingdom market and with the United Kingdom being a primary market for Better Collective, we are happy to expand our portfolio with,” read a statement from Michal Kopec, Mergers and Acquisitions Head for Better Collective. “We believe this will be a good step in our mergers and acquisitions activity and that we have found a right moment for the two parties to enter into such an agreement that will see both sides benefit from this contract.”

Better Collective explained that started life in 2013 as the brainchild of only two people before being acquired two years later by the online casino at Cashmio. It declared that the acquisition is set to be “mutually beneficial for all parties” as the affiliate site had not been “receiving the attention it deserved”.

“ was originally a hobby project and we are very proud of what it has grown to be,” read a statement from Maria Boelius, Chief Executive Officer for Cashmio. “It is bittersweet to say goodbye to our baby but we are in a position where it is in everyone’s best interest to hand it off so we can focus solely on Cashmio. We are happy to pass on to an industry leader like Better Collective. We are sure that in its experienced hands, will be able to develop even further.”