Anders Crillesen joins Better Collective as PR and Communications lead

Better Collective has strengthened its team after naming Anders Crillesen as its new Head of PR & Communications.

In his new role, he will take responsibility for overseeing the company’s global corporate and product communication strategy, with an aim of enhancing Better Collective’s communication initiatives toward responsible gambling.

Celebrating his new role, Crillesen said: “I’m thrilled to join Better Collective and become part of its innovative company culture. Better Collective has been on a fantastic journey since the company was founded in 2004 and is strongly positioned globally following a targeted acquisition and internationalisation strategy. 

“I look forward to leveraging my PR and corporate communications experience in an entirely new context, to support Better Collective’s continued growth and build visibility around its responsible gambling initiatives.”

Confirming his appointment, Better Collective noted that the new Head of PR has amassed 20 years of communications experience, having worked in the finance, IT and PR consultancy sectors.

Crillesen has joined the company after spending ten years at Danish IT firm SimCorp, where, for the past three years, he has served as Group Communications Director. In his role, he was responsible for global internal and external communication, branding and corporate social responsibility. 

Better Collective has recently reaffirmed its commitment to social responsibility standards after purchasing a further 70% of shares in Mindway AI, taking its total ownership to 90% of shares in the Denmark-based software company. Speaking to SBC,  Better Collective explained that the acquisition forms a key part of its strategy to ‘make betting safer’.