Better Collective launches AI-powered sportsbook tool
Affiliate group Better Collective has launched Playbook, an AI-powered betting tool that claims to change how fans wager online.
The company said Playbook, which has been launched in the US for the NFL season, generates AI-enhanced links that open directly into partner sportsbook platforms with pre-loaded wagers.
The launch follows earlier pilot projects around the 2025 Super Bowl in New Orleans, where the firm tested retention-focused betting products.
Better Collective Co-Founder and Chief Executive Jesper Søgaard 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.”
The tool went live in the US on 3 September, just ahead of the new NFL season, and is expected to roll out in additional markets.
Better Collective said that the launch of its AI-powered betting tool is not just focused on acquiring new customers but also designed to expand engagement and retention for its active bettors.
In June, Hard Rock Digital appointed Better Collective’s former Chief Growth Officer of digital sports, Sarah Durkin, as Senior Vice President of Growth.
Dig deeper
Verticals:
Sectors:
Topics:
