Sports media group Better Collective will begin reporting esports as an independent business segment from its Q2 2025 results, scheduled for release on 20 August. The change reflects the company’s revised operating model, now structured around three global units: Publishing, Paid Media, and Esports.
The firm entered the esports space in 2020 and has since developed a significant presence through its ownership of HLTV and FUTBIN. In 2024, the esports division generated €20 million (~$23.3 million) in revenue, with a profitability margin of 60%. Better Collective said the separation of the segment will improve transparency for investors and partners while enabling faster product development for fans.
HLTV, acquired in 2020, is a major Counter-Strike media and community platform. According to a press release, it averaged 350 million monthly page views and 26 million unique users over the past year. June 2025 marked a record month with 540 million page views. Advertising and sponsorships form the core of its revenue model.
FUTBIN serves EA FC players with tools including real-time player databases, squad builders, and market insights. The platform records about 10 billion monthly impressions, 4 billion page views, and over 20 million unique monthly users. Since joining Better Collective, FUTBIN has been integrated into the company’s technology framework, improving performance and user experience. Monetisation is shifting towards a stronger mix of premium content partnerships and direct brand deals, supported by capabilities from the Playmaker Capital acquisition.
Both platforms cater predominantly to male audiences aged 18-34 and are positioned to give Better Collective access to a younger demographic than its traditional sports audience. The company sees them as strategically important assets for expanding reach in North America, Europe, and beyond.
According to financial data, the esports segment generated €18.9 million (~$22.03 million) in 2022, €22.2 million (~$25.87 million) in 2023, and €20.4 million in 2024. The company says FUTBIN’s recent growth was slowed by the rebrand of EA FC, which formerly carried the FIFA brand, while HLTV continued to expand its reach and diversify content.
Better Collective said its esports division will prioritise richer data offerings, new content formats, and enhanced engagement features, aiming to strengthen both community loyalty and commercial opportunities. The first standalone disclosure of its esports performance will be part of its upcoming interim report.
