Category Archives: Thomas Høgenhaven

Double SmartBets boost with Sweden and horse racing launch

3rd July, 2017 – SmartBets, the customisable odds comparison site, have expanded their Scandinavian horizons after launching in Sweden, making it the fifth language available on the platform.

Double SmartBets boost with Sweden and horse racing launchIt’s also the first ever customisable odds platform in the Nordic country, as SmartBets continues its growth across Europe.

SmartBets is now available in English, Danish, Italian, German and Swedish.

And for the first time, horse racing will now feature on the UK version of SmartBets, which will be integrated into the Smartfeed; while also having its own section on the site.

Punters will now also be able to bet directly through SmartBets instead of jumping between bookmaker sites to back their horses.

Thomas Høgenhaven, Chief Strategy Officer for Better Collective, said: “We’re excited to expand the SmartBets brand even further, especially in the Scandinavian market, which is why launching in Sweden was seen as a logical step.

“The UK has always been one of our focus markets, so following football with horse racing was a natural move.

“SmartBets will continue to add new sports to the platform as it develops, as well making them available in all our language markets.”

About SmartBets

SmartBets is the ultimate odds comparison site, offering bettors more customisation than ever, featuring in-depth team and match pages, in-play odds and full transparency on bookmaker payouts.

SmartBets offers insight to help punters succeed in their betting strategies, with tailored odds feeds based around their favourite teams, leagues, betting markets and operators, ensuring they’ll quickly and easily find the best bets relevant to them.

In 2016, the ground breaking platform received the Best New Affiliate Product award from SBC, and Best Innovation award from iGB.

SmartBets is produced by Better Collective, which aims to improve their users’ betting strategies by supplying them with as much information as possible to make the most informed wagers possible.

The odds comparison site also includes’s tipster API and innovative one-click betting integration, allowing punters to receive betting advice from proven tipsters, as well as place bets instantly with major operators.

About Better Collective

Better Collective is the world’s leading provider of betting tips, bookmaker information and gambling tools, enriching the betting experience by giving its users the ability to easily research, identify and find the best odds on thousands of events.

Founded in 2004, Better Collective powers a range of gambling sites and products, including the world’s biggest social network for sports betting,, which generates more than 125,000 new betting tips per month.

The social tipping product brings together and analyses the opinions of over 350,000 users worldwide across 40 different sports. In 2015, was named Best Affiliate at the prestigious EGR Operator Awards.

In 2016, Better Collective launched SmartBets, the world’s first customisable odds comparison site, offering in-depth team and match pages for complete overview, in-play odds and full transparency on bookmaker payouts.

Better Collective’s portfolio includes more than 1,000 websites and products, including Roulette Geeks, the complete and unrivalled guide to roulette, CasinoVerdiener, the go-to place for German casino players and Betting Odds Calculator, the app which enables users to find true betting value.


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