Better Collective opens up bettingexpert Tips API for optimal partner engagement

Thomas Høgenhaven

Seeking to optimise user engagement and to converge information and development across its industry affiliate portfolio, Better Collective has launched a new API which will enable external applications and websites to pull data from more than four million tips posted on their tipster platform

The innovative API strategy has been initially released on Better Collective subsidiary SmartBets, a European multi-language betting odds portal launched in November 2016.

The firm’s bettingexpert asset is renowned as being a trusted review and tips portal for sports betting consumers. Integrating the new API will allow operators, affiliate partners and media owners to integrate pro sports betting tips directly onto their content, using the trusted bettingexpert inventory.

Thomas Høgenhaven, Chief Product Officer at Better Collective and key stakeholder in the API project, commented on development: “Our community of tipsters on bettingexpert have been guiding people to the right bets for over a decade, and we’re pleased that this new API can take these winning predictions to new audiences.

“There has already been interest from a number of betting brands and professional punters already, and we are excited that the integration with SmartBets will be the first of many – helping plenty of punters around the world win big with’s tips.”

The SmartBets integration allows visitors on the site to view tips alongside personalised SmartFacts for any match they are interested in. Moving forward the tips will expand user features and engagement mechanisms, allowing viewers to make better informed choices.

Better collective management informs that it is in talks with a number of bookmakers to implement integrating the API, and hopes to make an announcement on new API partnerships in the coming months.

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