The super affiliate has announced the initial launch of its AI-driven betting assistant Playbook to improve player experience and boost audience retention.
Launched on 3 September in the US market ahead of the NFL season, Playbook enhances the user journey by turning betting content and tips into an actionable link. Using AI-powered bet slip image recognition and smart deeplinks, it directs users straight to a sportsbook app or website with the bet already pre-loaded.
Players can access the tool by tagging Playbook on X to receive instant personalised bet slip links. It currently covers US-focused sports including NFL, NBA, MLB, NHL, college football and college basketball and supports major sportsbooks such as FanDuel, DraftKings, BetMGM, Bet365 and Caesars.
Commenting on the launch, Jesper Søgaard, Better Collective CEO, highlighted that Playbook reflects the affiliate’s “ambition to lead in delivering unique and engaging sports betting experiences for sports fans and bettors” while driving retention value for partners.
With additional key markets in the pipeline, the project is expected to add a new layer of value creation for the group through fresh commercialisation opportunities that complement its existing acquisition-driven and brand advertising revenue streams.
Posting on LinkedIn, Søgaard added: “This (Playbook) is a big step forward in how we help users make smarter and more engaging decisions while creating long-term retention value for our partners.
“With the initial launch in the US ahead of the NFL season, I can’t wait to see the impact Playbook will have as we continue to innovate and strengthen our position in the global sports media and betting media space.”
Recently, Better Collective reported a revenue decline of 18% in Q2 2025 to €82 million (£71 million/$96 million), driven primarily by market challenges in Brazil and a tough comparative period from the previous year.