Dan
Kleiner
Editor
Better Collective have announced that its AI-driven betting solution tool will become integrated on X across the US as the social media platform’s premier sports betting bot.
The integrated tool, which has been launched ahead of the NFL season, will enable sports fans to access AI-generated betslips directly within the X platform on posts where they follow and discuss live sports.
Playbook works by providing users with an actionable link, which utilises bet slip image recognition built on Better Collective’s proprietary AI processes and smart deeplinks. This then generates betting content and tips that open directly into a sportsbook app or website with the bet pre-loaded.
This marks the third betting deal conducted by X, which partnered with LiveScore in September 2025 in a similar arrangement using AI technology for bet slips and predictions. While BetMGM agreed a deal with the platform in February 2024 to become its exclusive live-odds sports betting partner in the US.
Jesper Søgaard, co-founder and CEO of Better Collective, said that the company was excited to partner with X. “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.”
While Chris Park, director & global lead of developer platform at X Corp, commented that it was thrilled to be working with Better Collective and Playbook, given X’s “highly engaged sports community” which will have “seamless access to betting experiences powered by AI.
“Together, we are redefining how fans connect, engage and interact with live sports.”
Better Collective’s financial guidance remains unchanged for 2025 following the announcement. Recently, the affiliate reported an 18% revenue decline in Q2, with organic growth also down 19% driven by regulation changes in Brazil and a hangover from 2024’s struggles.