Jesper Søgaard

Jesper Søgaard is the CEO and Co-Founder of Better Collective, one of the largest affiliates in the online gaming industry. Beyond BC, he also holds leadership and investment interests across multiple ventures such as Organic Basics and Leadfamly, and has been involved with Astralis, Banking Circle, RotoQL, YouLend, and Sun Maker.

Career

Co-Founder & Co-CEO

Better Collective

2025 - Present

Co-Founder & CEO

Better Collective

2004 - Present

Dreamcraft Ventures

Founding Partner

2012 - Present

Education

University of Copenhagen

M.S., Political Science

2003 - 2009

Major Achievements

Jesper Søgaard is best known as the co-founder and CEO of Better Collective, which he started in 2004. Over the past twenty years, he has turned the company from a small Danish startup into a global leader in sports media. Today, the company is listed on the stock exchanges in both Stockholm and Copenhagen, has more than 1,800 employees, and its websites get over 450 million visits every month.

One of his biggest successes is his strategy of acquiring companies to help Better Collective grow. Some of his most important acquisitions include:

• Action Network ($240m): This purchase enhanced Better Collective’s presence in the U.S.
• Playmaker Capital (2024): A deal worth about €176M highlighted the company as a top player in South America and Brazil.
• Futbin ($113m) and HLTV: Buying these companies expanded Better Collective’s esports and gaming portfolio.

In 2021, he launched Gamalyze, a smart tool that helps players check if they have gambling problems. This tool is now used across all his brand sites to protect users.

Outside of Better Collective, Søgaard is an active investor. He is a Founding Partner of Dreamcraft Ventures, where he helps new European tech companies grow.

Jesper Sogaard led the launch of Playbook in late 2025, which is an innovative AI tool that helps sports fans engage with betting more intelligently. He also helped the company sign a major partnership with X (formerly Twitter) to bring sports betting insights to more people.

Awards & Recognition

In 2022, Jesper Søgaard was shortlisted for Executive of the Year at the Global Gaming Awards. He was shortlisted for increasing the company’s commitment to responsible gambling with the launch of Better Collective’s Gamalyze self-assessment tool. 

In late 2025, Søgaard and his co-founder were honored with a Lifetime Achievement Award at the SBC Affiliate Leaders Awards.

In addition to these personal honors, Jesper is often featured in major industry rankings such as the Gaming Intelligence Hot 50. This list highlights the most influential and creative leaders in the gambling industry.

Under his guidance, Better Collective has also won many team awards, such as “Commitment to Compliance” and “Online Affiliate of the Year,” proving that he is one of the most successful leaders in the business today.

Career Highlights 

Jesper Søgaard began his business journey right after high school. In 2002, he and his friend Christian Kirk Rasmussen spent time in Germany, where they started their first website, CasinoVerdiener. This project helped players understand how betting bonuses work. In 2004, while they were both students at the university, they officially founded Better Collective.

Before focusing on his business full-time, Jesper Sogaard earned a Master’s degree in Political Science from the University of Copenhagen. Since 2004, he has served as the CEO of Better Collective. He is responsible for greenlighting BC’s strategic moves and for leading  international expansion.

In 2012, Jesper Soogard and his partner started investing in other companies, which later led to the launch of Dreamcraft Ventures. This firm helps new European tech businesses grow by providing money and advice. He also holds leadership and board roles in several other companies, such as BetterNow Worldwide, Rådhusholmen, and MM Properties. Over the years, he has used his experience to support many businesses, including previous roles with Bumble Ventures and VIGGA.

In Their Own Words

Playbook reflects our ambition to lead in delivering unique, and engaging sports betting experiences for sports fans and bettors while driving strong retention value for our partners. This positions Better Collective uniquely within the global sports betting ecosystem, where sports fans wager more than €1.5tn ($1.76tn) annually.

Jesper Søgaard

Frequently Asked Questions