Better Collective has introduced Playbook, an AI-powered iGaming betting tool designed to streamline how sports fans place bets while driving retention and long-term value for sportsbook partners. The launch builds on earlier pilot projects and marks the company’s entry into the retention betting segment, complementing its established acquisition-focused model.
Playbook uses AI-driven bet slip image recognition and smart deeplinks to provide actionable links from betting content and tips, taking users directly into sportsbook apps or websites with bets pre-loaded. The tool was launched in the US on September 3 ahead of the NFL season, with expansion to additional regulated markets planned.
Better Collective, which generates 450 million monthly visits across its sports media brands, positions Playbook as a scalable solution to engage active bettors beyond new sign-ups. By directly integrating into betting behaviour, the solution creates new revenue opportunities while strengthening sportsbook partnerships.
The company has also outlined plans to expand Playbook into a wider AI-driven suite of betting assistants and tools, leveraging its established communities, scalable tech stack and operator collaborations to support further growth in the global iGaming ecosystem.
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.”
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