In a bold move to reshape the sports betting landscape, Better Collective, one of the world’s leading digital sports media groups, has officially launched Playbook – an AI-powered betting solution designed to make betting more seamless, interactive, and engaging for fans.
With 450 million monthly visits across its media portfolio and a global footprint that spans dozens of regulated markets, Better Collective is betting big on technology-driven innovation. Playbook is not just a new product launch; it represents a strategic shift toward building direct engagement tools that expand the company’s influence beyond acquisition and into long-term player retention.
From Acquisition to Retention: A Strategic Pivot
Traditionally, Better Collective has excelled at customer acquisition through its network of sports media brands, paid marketing, and operator partnerships. Playbook pushes the company into a new frontier – retention-driven engagement.
The solution allows sports fans to convert betting tips and content into one-click, pre-loaded bet slips directly within sportsbook apps. Using AI-powered bet slip image recognition and smart deep links, Playbook reduces friction at the point of bet placement and creates a more natural bridge between sports media and sportsbook transactions.
“Playbook reflects our ambition to lead in delivering unique, engaging sports betting experiences for fans while driving strong retention value for our partners,” said Jesper Søgaard, Co-Founder and CEO of Better Collective. “This is about owning the customer lifecycle from acquisition through to engagement and retention.”
A Timely Launch Ahead of the NFL Season
The rollout began September 3 in the United States, just in time for the start of the NFL season — a crucial period for sportsbooks aiming to capture and retain bettors. The timing is deliberate, as American football remains one of the most bet-on sports globally, representing a prime testbed for new technology.
Better Collective has hinted that additional key markets are next in line, with Europe and Latin America likely candidates given their rapidly maturing regulated betting landscapes.
Why Playbook Matters for the Industry
Global sports betting volume exceeds €1.5 trillion annually according to Statista, making efficiency and engagement critical levers for growth. Playbook’s approach does more than simplify betting for end users – it also gives operators higher-quality engagement data and creates new revenue opportunities through direct user activation.
This move effectively positions Better Collective as not just an affiliate and media powerhouse, but as a technology enabler within the betting ecosystem. The product opens new commercialization paths, from enhanced sponsorships to retention-linked revenue models.
Better Collective’s Playbook
| Launch Date | September 3, 2025 (US) |
|---|---|
| Technology | AI bet slip recognition + smart deep links |
| Initial Market | United States (NFL-focused launch) |
| Business Impact | Expands from acquisition into retention-driven betting engagement |
| Audience Reach | 450M monthly visits across owned media |
| Strategic Goal | Strengthen customer lifecycle coverage and increase long-term partner value |
FAQ – Playbook Explained
Playbook is an AI-powered betting solution developed by Better Collective that lets sports fans turn content and tips into pre-loaded bets with a single click.
Using bet slip image recognition and smart deep links, Playbook identifies a bet suggestion, generates a ready-to-place slip, and opens it directly in the sportsbook app or site.
This removes friction at the point of bet placement, increasing engagement and driving retention — a major shift for an industry historically focused on first-time acquisitions.
The initial launch is in the United States ahead of the NFL season, with additional markets expected to follow in the coming months.
Better Collective plans to build a full AI-suite of betting assistants, integrating more predictive tools, automated recommendations, and personalization for fans worldwide.
