Better Collective is preparing to enter Missouri’s newly regulated online sports betting market, expanding its North American footprint to 25 states plus Washington, D.C. The company operates a broad House of Brands spanning digital sports media, sports betting media and esports media, reporting more than 450 million monthly visits across its portfolio. Its U.S. brands include Action Network and VegasInsider, which provide data-led insights, expert analysis and real-time coverage for sports fans.
Missouri users will also gain access to Playbook, Better Collective’s new AI-powered betting solution designed to offer personalised insights and streamline decision-making. The company said the platform will be tailored for local audiences, delivering team-focused content and data tools aligned with Missouri’s major sports franchises, including the Kansas City Chiefs, St. Louis Cardinals, Kansas City Royals and St. Louis Blues.
Licensed operators in Missouri will be able to utilise Mindway AI’s responsible gambling technology. Mindway AI, owned by Better Collective, provides AI and neuroscience-based tools to detect at-risk gambling behaviour and support player protection frameworks. The company said its involvement underscores a commitment to safer gambling in emerging U.S. markets.
Missouri, home to six million residents and around 1.2% of U.S. GDP, is projected to generate roughly $22 billion in total sports betting wagers during its first five years, according to Missouri Independent. The state will operate under a CPA-based model for affiliate marketing, consistent with its regulatory structure for the sector.
Better Collective’s North American business has grown from zero to more than EUR 100 million in annual revenue since the repeal of PASPA in 2018, supported by its scalable technology and strategy of rapid entry into newly regulated jurisdictions.
Karl Pugh, SVP of Revenue at Better Collective, said: “We are excited to be part of the launch of Missouri’s regulated sports betting market. This is an important step toward a safer and more transparent betting landscape, and we look forward to bringing sports fans in Missouri the insights, data, and innovative tools they need to engage with sports in a more informed way. Through trusted brands like Action Network and our AI powered betting solution, Playbook, we aim to deliver a great experience from the very first day.”
