Better Collective rolls out AI-powered Playbook on X

Better Collective has entered a strategic partnership with X (formerly Twitter) to launch Playbook on the popular social media platform.

Playbook is Better Collective’s new AI-powered betting solution that aims to redefine how sports fans place bets and engage with live content.

Seen as the premier sports betting bot across the United States, Playbook marks a major milestone in the strategy of Better Collective to move beyond customer acquisition and strengthen its retention-focused product suite in global sports betting.

“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,” Jesper Søgaard, Co-founder and Co-CEO of Better Collective, said.

Better Collective integrates Playbook on X in time for NFL

With sports fans worldwide wagering more than $1.7 trillion annually, according to Statista, the introduction of Playbook on X creates a powerful new engagement channel for both innovative betting operators and avid bettors.

Launched ahead of the 2025 National Football League (NFL) season, one of the peak periods for sports interaction and betting activites, the bot gives fans direct access to AI-generated betslips within X, where they already follow and discuss live sporting events.

“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,” Chris Park, Director and Global Lead of Developer Platform at X Corp., said.

Playbook enhances the fan experience by delivering actionable links that enable users to place bets instantly. Built on Better Collective’s proprietary AI processes and smart deeplinking technology, the feature uses betslip image recognition to open bets directly within sportsbooks‘ app or website, pre-loaded and ready for confirmation.

By seamlessly integrating betting functionality into social conversations, Playbook enhances fan engagement while driving long-term retention and value for Better Collective’s sportsbook partners. Through this collaboration, Better Collective and X are bridging the gap between live sports discussions and real-time betting.