Better Collective, a prominent player in the North American sports media and betting landscape, saw substantial engagement during the lead-up to the 2024 Super Bowl, with over 8 million wagers placed via its QuickSlip product. The company’s North American brands, Action Network and Playmaker HQ, also engaged fans in New Orleans with live events featuring sports icons such as Shaquille O’Neal, Marshawn Lynch, and Angel Reese.
Better Collective has positioned itself as a key force in the US sports betting market through strategic acquisitions, including Action Network, Playmaker HQ, and Yardbarker. These acquisitions have solidified its standing by delivering innovative betting solutions and compelling content to sports fans, while also providing advertisers with effective platforms to engage with a vast audience.
This year’s Super Bowl was watched by a record 127.7 million viewers, according to Nielsen, and saw a significant amount of betting activity, with 1.5 billion USD wagered through regulated sportsbooks in the US, as reported by the American Gaming Association. Better Collective and its brands capitalized on this major event, offering both coverage and wagering opportunities for fans and bettors alike.
Action Network, a leading provider of sports betting information, played a key role in driving engagement with its QuickSlip feature. QuickSlip, which allows users to place bets instantly with one click, was used for over 8 million wagers in the weeks leading up to the Super Bowl. In total, Better Collective’s US properties, including Action Network, powered over 50 million wagers in 2024 through QuickSlip. This feature continues to be a popular tool for bettors and has proven highly beneficial for sportsbook partners.
Alongside its focus on sports betting, Action Network provided comprehensive Super Bowl coverage with over 15 podcasts and live shows, 100+ betting articles, and more than 12 hours of produced programming. The platform also tracked over 3 million bets on its app and reached audiences through multiple newsletters and social media channels.
Better Collective was also active in New Orleans, hosting the “Pod Party at Playmaker Yards” event, which featured live podcast recordings from Playmaker HQ’s popular sports shows. The event brought together sports and entertainment personalities, with special guests such as Shaquille O’Neal, Marshawn Lynch, and Angel Reese. The event was supported by prominent sponsors, including Tommy John, Dove, DraftKings, and others.
This multifaceted approach underscores Better Collective’s ability to blend sports media, betting, and fan engagement, positioning the company as a key player in the North American iGaming industry.
Marc Pedersen, North America CEO at Better Collective, said: “The weeks leading up to the Super Bowl are some of the most active and impactful periods in the North American sports calendar. During this exciting time, our brands and platforms consistently lead the way in delivering engaging and dynamic content that captivates fans while supporting our partners to grow their business through effective customer acquisition and enhanced brand activation. Combined with a prominent presence in New Orleans for the game, including strong activations, overall the team delivered excellently throughout the Super Bowl weeks.”
