Two digital sports media groups have announced major steps in the increasingly popular world of esports.
BETBY, a leading solutions supplier to the sports betting industry, has added three new titles to its proprietary esports feed, Betby Games, with the launch of eBoxing, eVolleyball and a world first with eKabaddi.
That has increased the Betby Games portfolio to 22 titles, with over 80 tournaments and 8,000 betting markets, supporting over 400,000 monthly matches.
At the same time, digital sports media group Better Collective is revamping its financial reporting from Q2 onwards by having esports as a standalone segment.
The company also owns and operates various sports betting-related sites and platforms, including FUTBIN, originally the fan companion to FIFA Ultimate Team and now serving the EA Sports FC community.
The decision came after esports contributed €20m to the group’s total revenue in 2024, with 60% profitability, and having it as its own segment aligns with the company’s recent reorganization.
BETBY Launches World’s First eKabaddi
The launch of eKabaddi is an industry first for BETBY.
It is timed to coincide with the start of season 12 of the Indian Pro Kabaddi League, which begins on August 29, and is primarily aimed at the market in Asia.
The Malta-headquartered operator is looking beyond more familiar esports such as football to expand ways that its solutions for sports betting and esports can complement each other.
Kirill Nekrasov, Head of Sportsbook Product at BETBY, said: We’re heading into the new sports season at full speed and pushing the Betby Games portfolio to new heights.
“Each of the new titles is unique and important for the market, we’re filling the live content gap across all directions.
“The launch of eKabaddi shows that for the Betby Games team, nothing is impossible.”
That move comes just a week after BETBY showcased its in-house trading model for football.
“Our in-house soccer trading model marks a significant advancement in sportsbook flexibility and performance,” said Andris Backovs, Head of Trading.
“By combining expert insights with advanced automation, we’re helping our partners strengthen their market offering, improve trading margins, and unlock the potential for exclusive tournament experiences, just in time for the kickoff of Europe’s top leagues.”
Better Collective Building Esport Communities
Better Collective revenue dropped 13% year-on-year in the first quarter of 2025, but it coincided with some organizational restructuring and cost-cutting measures.
The firm has moved away from a geography-based structure to focus on three global business segments, esports, publishing and paid media.
Esports is seen as a key area for potential revenue growth among these.
The €34.5m acquisition of HLTV in 2020, gave it access to the leading platform for digital content around Counter Strike.
The Danish-based gambling affiliate took an even bigger step into the esports market by acquiring FUTBIN for €105m in 2022.
FUTBIN is a companion site and app for EA Sports FC.
Jesper Søgaard, co-Founder and co-CEO of Better Collective, said: “We see esports as a powerful growth engine for Better Collective going forward.
With HLTV and FUTBIN, we own two of the most respected and influential community platforms in global esports, giving us a rare opportunity to serve millions of passionate fans and grow alongside the scene.
“By establishing esports as its own segment, we sharpen our strategic focus, increase transparency, and create room to invest even faster in new features, content, and partnerships, so we can unlock the full potential of these communities.
“Platforms that are deeply embedded in the fabric of esports are hard to replicate, and we are committed to nurturing them for the long‑term benefit of fans, partners, and shareholders alike.”
Jim Munro is a betting industry and gambling expert who has been a national newspaper journalist for over 30 years, predominantly at The Sunday Times and The Sun, where he wrote a weekly soccer betting column. Jim also worked on the launch of Virgin Bet with Gamesys and was subsequently head of editorial at LiveScore, the sports media and betting group.
