Press release

Better Collective announces the launch of Playbook (on X as @Playbook), an AI-powered betting solution transforming how fans place bets by fitting seamlessly into the way they already engage. The launch follows the company’s press release of 12 February 2025, “Better Collective powered more than 8 million wagers and gathered football fans in New Orleans for the Super Bowl,” where Better Collective piloted early retention-driven products. With Playbook, these pilots are now scaled into a fully integrated solution - expanding Better Collective’s role in the betting ecosystem and strengthening engagement with sportsbook partners. With sports fans globally wagering more than 1.5 trillion EUR annually, according to Statista, the opportunity for innovation in this space is significant, and Playbook positions Better Collective to capture a greater share of this market.

At its core, Playbook is built to make betting seamless and more engaging for fans. Playbook enhances the user experience by delivering an actionable link - utilising bet slip image recognition built on AI and smart deeplinks - from betting content and tips that opens directly into a sportsbook app or website with the bet pre-loaded.

Jesper Søgaard, Co-Founder and CEO of Better Collective, said:
“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 1.5 trillion EUR annually.”

Initial launch in the US ahead of the NFL season
Historically, Better Collective’s affiliate model has been focused on acquiring new customers through its owned sports media, paid channels, and partnerships. With the launch of Playbook, the addressable audience naturally expands to include all active bettors - not just new sign-ups. By complementing its global leadership in acquisition with direct engagement in bet placements at scale, Better Collective establishes a stronger position in the emerging retention betting space and secures touchpoints across the entire customer lifecycle. By engaging users directly at the point of bet placement, Playbook introduces a new layer of value creation for Better Collective, with new commercialization opportunities that complement the company’s existing acquisition-driven and brand advertising revenue streams. 

Playbook launched on September 3 in the US ahead of the NFL season, with additional key markets in the pipeline. Furthermore, Better Collective plans to build out a broader AI-suite of tools and betting assistants, reinforcing its position at the forefront of innovation in the sports betting ecosystem. Its rollout is supported by Better Collective’s owned sports betting communities, scalable technology infrastructure, and partnerships with the world’s leading sportsbooks. These communities already attract millions of followers and thousands of paying subscribers, giving Playbook a built-in foundation to increase engagement and channel value directly to partners from day one.

To learn more about Playbook and how to join the next generation of betting, visit actionnetwork.com/playbook/bot, follow us on X (@Playbook), and watch our quick how-to video to see it in action.

For partnership inquiries, please contact playbook@bettercollective.com.