Better Collective has expanded its strategic partnership with X to roll out its Playbook™ betting product across international markets.
The agreement extends an existing collaboration in the United States and will make Playbook™ available to users in additional territories ahead of the 2026 FIFA Men’s World Cup and the upcoming NFL and NBA seasons.
According to Better Collective, the Playbook™ platform currently directs millions of bets to sportsbook partners each week. The company said the product is designed to connect social media discussions with regulated sportsbook activity through a range of betting tools integrated into the X platform.
Under the expanded partnership, X users will be able to send Direct Messages to Playbook™ to receive pre-filled betslips linked to regulated sportsbook apps. Users can also share screenshots or betting ideas through the platform, with image recognition technology converting betslip images into links that can be tracked or followed by other users.
The platform also includes real-time odds comparison functionality designed to display betting prices across localised iGaming and sportsbook markets.
Better Collective said the agreement also provides access to social listening, monitoring and analytics tools intended to support engagement and automated interactions across X.
The partnership reflects continued efforts across the iGaming sector to integrate betting-related content and sportsbook functionality into social and digital media platforms as operators and affiliates seek additional user engagement channels in regulated markets.
Jesper Søgaard, Co-Founder & Co-CEO at Better Collective, said: “Following the initial success we are excited to expand our partnership with X. This marks an important step in scaling Playbook™ internationally. Sports conversations increasingly happen in real time and on social platforms, and this partnership enables us to bring a more intuitive and relevant betting experience directly into that environment. It also supports our broader strategy of developing technology-led products that strengthen engagement, retention, and value creation for our partners across regulated markets”.
Chris Park, Global Head of Developer Platform at X added: “Better Collective has been an incredible partner, delivering real value and a smooth experience for X users. We’re excited to expand the partnership globally with Playbook, adding new features that create a richer experience for the massive sports and fan community on our platform”
