Better Collective has entered a strategic partnership with X to roll out Playbook (@Playbook), its AI-driven sports betting solution, across the United States. This launch represents a key step in the company’s strategy to move beyond customer acquisition and strengthen its retention-focused offerings within the global sports betting market.
According to Statista, sports fans wager over €1.5 trillion annually worldwide. By integrating Playbook as the premier sports betting bot on X, Better Collective creates a powerful channel for engagement, long-term partner value, and enhanced fan retention.
The launch is timed ahead of the NFL season, one of the peak periods for fan interaction and betting activity. Playbook allows sports enthusiasts to receive AI-generated betslips directly within X, where they follow and discuss live sports. The tool leverages proprietary AI processes to recognize bet slip images and provides an actionable link through smart deeplinks, which pre-loads bets into a sportsbook app or website.
By embedding itself seamlessly into the platforms where fans already engage, Playbook enhances the overall user experience while delivering measurable value to Better Collective’s sportsbook partners.
AI-Driven Betslips Streamline Fan Experience
Jesper Søgaard, Co-founder & Co-CEO of Better Collective, said: “We are excited to partner with X, giving sports fans instant access to AI-generated betslips right where the global sports conversation happens. 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.”
Chris Park, Director & Global Lead of Developer Platform at X Corp, added: “We are thrilled to partner with Better Collective and Playbook, giving our highly engaged sports community seamless access to betting experiences powered by AI. Together, we are redefining how fans connect, engage, and interact with live sports.”
Playbook is designed to fit naturally into the habits of sports fans, offering pre-loaded betting slips that reduce friction in placing wagers. This approach aims to improve both the speed and convenience of betting while strengthening user engagement and retention across multiple sportsbook partners.
Strategic Timing and Market Impact
The partnership marks a continuation of Better Collective’s broader plan to expand its product suite beyond customer acquisition, positioning itself as a market leader in retention-focused betting solutions. By integrating Playbook directly into X, the company leverages the social platform’s highly active sports community to create a new, interactive channel for betting.
Better Collective’s launch of Playbook follows its September introduction of the AI-driven solution and aligns with global betting trends that show significant growth and opportunity for innovation in digital sports engagement. Despite the new initiative, the company confirmed that its 2025 financial guidance remains unchanged.
With Playbook, Better Collective aims to redefine the connection between live sports and betting, offering fans a more streamlined, personalized, and interactive experience, while delivering sustained value for sportsbook operators.
Source:
“Better Collective and X announce strategic partnership”, bettercollective.com, October 1, 2025
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