Better Collective launches AI-powered ‘Playbook’ tool
The affiliate has rolled out 'Playbook,' which creates links to pre-loaded betting slips based on betting content and tips.
Key points:
– The tool, which was piloted at the Super Bowl, is designed to improve user retention
– It uses AI-powered bet slip image recognition to pre-load betslips
– Allows Better Collective’s affiliate model to target all bettors online rather than just those already engaged in one of its pre-existing funnels
Better Collective is pressing ahead with a full launch of its AI-powered betting solution aimed at increasing user retention for sportsbooks.
For the 2025 Super Bowl, the affiliate organisation ran a number of pilots, testing the effectiveness of different AI tools at streamlining the sports betting process.
‘Playbook’ has now been launched in full and uses bet slip image recognition and smart deeplinks to reinvigorate how betting slips are created.
The central idea is to move away from customers manually having to fill out bet slips based on content and tips they see online.
Instead, ‘Playbook’ can create an actionable link from the content straight to an automatically filled-out betting slip in a sportsbook app or website.
The new tool also represents a modification in Better Collective’s own affiliate model, as it creates an opportunity to target all active bettors across social media platforms and not just people who have signed up to one of the company’s paid channels and sports media brands.
Good to know: Brandon Cohen, VP of Product and Strategy at Action Network, a Better Collective-owned sports betting media company, stepped down in September 2025, following the July departure of Better Collective North America CEO Marc Pedersen
Better Collective has experienced some financial strife in recent years and was forced to make a series of redundancies in 2024. Recent Q2 figures showed that revenue continued to decline year-on-year regardless.
Co-CEO Jesper Sorgaard did express his satisfaction, however, that the results were in line with expectations following a period of transition at the ‘super affiliate.’
Sorgaard also commented on the launch of ‘Playbook’, saying: “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 €1.5tn ($1.76tn) annually.”
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