Better Collective Launches AI-powered Betting Tool Playbook

Better Collective has unveiled Playbook, an AI-driven betting tool designed to streamline how sports fans place wagers while enhancing retention and long-term value for sportsbook partners. The launch builds on earlier pilot projects and marks the group’s entry into the retention betting segment, complementing its established acquisition-focused model.

Playbook employs AI-powered bet slip image recognition and smart deeplinks to generate actionable links from betting content and tips, taking users directly into sportsbook apps or websites with pre-loaded bets. It went live in the US on 3 September ahead of the NFL season, with expansion into further regulated markets already in the pipeline.

With 450 million monthly visits across its sports media brands, Better Collective sees Playbook as a scalable solution to engage existing bettors beyond initial sign-ups. By embedding directly into betting behaviour, the company expects the product to unlock new revenue streams while strengthening partnerships with operators.

The group has also signalled plans to expand Playbook into a broader suite of AI-powered betting assistants and tools, leveraging its media communities, scalable technology and operator collaborations to drive growth across the global iGaming ecosystem.

Jesper Søgaard, Co-Founder and CEO of Better Collective, commented:

“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.”

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