Better Collective has confirmed a strategic partnership with X to integrate its new AI-driven betting solution, Playbook (@Playbook), as the platform’s premier sports betting bot in the US. The collaboration represents a significant step in Better Collective’s strategy to broaden its focus from customer acquisition to player retention in the global iGaming and sports betting market.
Launched ahead of the NFL season, Playbook allows users to access AI-generated betslips directly within X, where they already engage with live sports discussion. The technology leverages image recognition and proprietary AI processes to create smart deeplinks that take users directly from content into sportsbook apps or websites with bets pre-loaded.
By embedding betting functionality within an existing fan ecosystem, Better Collective aims to enhance user engagement and retention while creating long-term value for its operator partners. The launch also aligns with rising betting activity during peak sporting events, particularly in the US market.
The agreement follows Better Collective’s announcement earlier in September 2025 introducing Playbook as a new product. The company has maintained its financial guidance for 2025 despite the expanded investment into AI-led product innovation.
Jesper Søgaard, Co-founder & Co-CEO of Better Collective, said: “We are excited to partner with X, giving sports fans instant access to AI-generated betslips right where the global sports conversation happens. The collaboration underlines Better Collective’s ambition to take a market-leading role in the emerging retention betting space, while creating long-term value for our sportsbook partners.”
Chris Park, Director & Global Lead of Developer Platform at X Corp, commented: “We are thrilled to partner with Better Collective and Playbook, giving our highly engaged sports community seamless access to betting experiences powered by AI. Together, we are redefining how fans connect, engage, and interact with live sports.”
