Better Collective introduces Playbook to Brazil

Commenting on the rollout, Better Collective co-founder and co-CEO Jesper Søgaard said it is “a really exciting step”, as Brazil represents “one of the world’s most passionate soccer nations and a key market” for the group.

The expanded strategic partnership with X builds on the initial success Playbook has seen since its US launch in September 2025. Under the new agreement, X users globally will gain access to a suite of next-generation betting tools designed to bridge the gap between social conversation and betting action.

Fans will be able to message Playbook directly to receive pre-filled bet slips. By simply sharing a bet idea or screenshot with Playbook, users can place bets with regulated sportsbook apps. This builds on the platform's existing features, including advanced image recognition technology and real-time odds comparisons. Better Collective will also gain access to advanced social listening, monitoring and analytics tools, enabling more automated and efficient engagement across the platform.

Following the Brazil launch, the company plans to expand Playbook into additional markets, adapting the product to local regulations and user preferences.

Søgaard added: “We have seen strong engagement where Playbook is already live, and bringing the product to Brazil ahead of the World Cup is a big milestone. It underlines our ambition to scale Playbook internationally and make it a core part of how we help fans engage with sport in a smarter, more informed way.”

Recently, Better Collective returned to growth in its Q1 results, with revenue rising 5% year-on-year to €86 million (£74 million/$100 million).