Better Collective has partnered with X to launch Playbook, an AI-powered sports betting solution aimed at transforming how fans place wagers online. Officially debuting in mid-September ahead of the NFL season, Playbook leverages artificial intelligence to generate interactive bet slips that users can engage with directly within social media platforms. By integrating betting options into environments where fans already consume sports content, discuss matches, and follow teams, Better Collective strengthens engagement and retention for sportsbook operators.
At its core, Playbook uses proprietary AI, smart deeplinks, and bet slip recognition to convert tips and content into actionable wagers, automatically linking users to sportsbook apps and websites with preloaded bets. This innovative process reduces friction between inspiration and execution, making sports betting more accessible and seamless.
The initiative reflects Better Collective’s broader strategic shift beyond customer acquisition toward retention-focused products. By embedding betting into social interactions, the company provides consistent value to sportsbook partners while keeping users active and engaged over time. The timing of Playbook’s rollout was deliberate, coinciding with the NFL season, one of the busiest periods for sports betting in the United States, to maximise adoption and exposure.
With sports fans wagering over €1.5tn annually worldwide, the potential for innovation in betting solutions remains vast. Playbook positions Better Collective at the forefront of this transformation, combining AI technology, social media integration, and retention-driven strategy to redefine the sports betting experience.
This launch marks a significant milestone for the company as it continues to expand its footprint in the global sports betting landscape.
