Digital sports media and betting powerhouse Better Collective has launched Playbook, an artificial intelligence-powered betting solution designed to transform how fans place bets.
Playbook aims to boost retention and long-term value for the company’s big sportsbook partners by seamlessly fitting into the way fans already engage with sports.
“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,” Jesper Søgaard, Co-Founder and CEO of Better Collective, said.
The launch follows pilot retention-driven products rolled out during the Super Bowl in February 2025, where Better Collective reported powering more than eight million wagers. With Playbook, these pilots have now been scaled into a fully integrated solution that enhances engagement across its sportsbook partners.
Better Collective launches Playbook ahead of 2025 NFL season
Playbook officially debuted in the United States on Sept. 3, a day before the kickoff of the 2025 National Football League (NFL) season. The U.S. market serves as the first step in a wider global rollout, with additional key markets planned.
Better Collective aims to further enhance its AI-driven betting suite with more tools and assistants, reinforcing its innovation-led approach to reshaping the sports betting experience.
Historically focused on customer acquisition through its owned sports media and partnerships, Better Collective is now expanding into retention-driven engagement. By targeting not just new sign-ups but also active bettors, Playbook introduces a new revenue stream that complements the company’s established acquisition and brand advertising models.
Playbook’s rollout is supported by Better Collective’s vast betting communities and scalable technology, giving the solution a built-in foundation for engagement. These communities already attract millions of followers and thousands of paying subscribers, creating immediate value for sportsbook partners.
Better Collective boasts a portfolio spanning sports, esports, and betting communities. The digital sports media group features some of the most recognized names in the aforementioned industries, including HLTV, FUTBIN, The Action Network, and Betarades. Collectively, the company’s platforms draw more than 450 million montly visits.
