Better Collective launches revamped Bookmaker Awards 2021

By | July 9, 2021

Better Collective AS will host its new ‘Bookmaker Awards’ on September 28 in Amsterdam, recognising the best performing and most rewarding betting brands operating across five European markets.

The revamped awards show will reward Europe’s best performing bookmakers, according to the customer feedback collected by Better Collective’s player communities of Betarades (Greece), (Sweden), SpilXperten (Denmark), Zagranie (Poland) and PariuriX (Romania).

 A headline event for Better Collective, the Stockholm-listed media group states that it seeks to create a market-by-market reflective and relevant awards show, in which bookmakers’ actual performance is accredited for the benefit of customers. 

“The Better Collective Bookmakers Awards is in line with Better Collective’s ambition to create transparency in the markets for the players,” said Shona ODonnell, Head of Strategic Events at Better Collective. 

In preparation for the event, Better Collective has leveraged player and quantitative data to determine which categories and individual markets players find the most relevant when deciding on a bookmaker to wager with.  

 For each market, Better Collective’s awards will recognise the following individual categories –  

  • Best football odds,
  • Best sports odds (market-specific sport),
  • Best market selection,
  • Best customer service,
  • Best banking options,
  • Best betting experience,
  • Best existing customer loyalty,
  • Best overall sports betting Bookmaker and Player’s choice.

The above categories will be judged using data collected since August 2020 allowing judges to see how bookmakers perform over time rather than just in a single snapshot. 

“Due to our position in the value chain, our comprehensive data collection process and with our local market knowledge, we are uniquely positioned to analyse the performance of the bookmakers and hence use this award to support players to make more informed decisions when deciding on a bookmaker that matches their individual needs,” O’Donnell added.

Better Collective will aim to expand its Bookmaker Awards show in 2022, recognising the best performing brands within the UK and Spain. All relevant event information has been published at



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