Better Collective Introduces AI Betting Tool to Keep Users Engaged

Better Collective has unveiled Playbook, an AI-driven betting product that aims to transform how fans bet and how sportsbooks keep them coming back. The digital sports media group based in Copenhagen and drawing about 450 million monthly visits across its brands, launched the tool in the US on September 3, right before the NFL season kicked off.

Playbook Debuts as Better Collective Shifts Focus From Acquisition to Retention

The company had tested early versions of Playbook during the Super Bowl this year. These initial trials, which focused on keeping users engaged, have now grown into a complete platform. This new system aims to make betting easier and expand Better Collective’s presence in the global sports betting market.

At its heart, Playbook makes betting easier. It uses AI to recognize images and smart deeplinks, turning bets from content or social media tips into ready-to-go slips in sportsbook apps or websites. This means people do not have to copy their picks by hand anymore, as the system connects betting talks to actual bets.

Better Collective’s executives say this change goes beyond just upgrading tech. Previously, the company’s affiliate model focused on getting new customers to sign up through its media channels and partnerships. Now, with Playbook, they are aiming at all active bettors, helping keep existing customers as well as attract new ones. This two-pronged approach opens up new money-making chances by connecting with users right when they decide to place a bet.

Jesper Søgaard Says Playbook Shows Commitment to Innovation and Long-Term Growth

Jesper Søgaard, who helped start the company and now co-leads it, points out that this move shows Better Collective wants to give bettors fun experiences while boosting long-term value for sportsbook partners. He mentioned that by fitting into how fans already use betting-related content, Playbook puts Better Collective at the cutting edge of new ideas in this field.

The US kicked off the launch, but the company says other big markets are coming soon. Better Collective’s sports communities, including Action Network, VegasInsider, and Playmaker HQ, back Playbook’s rollout, along with its expandable setup and team-ups with top bookmakers.

The timing matters for the affiliate, which has faced tough times in the last two years. In 2024, they let go of over 300 workers, and in Q2 2025, money coming in fell 18% compared to the year before. The company has also seen big changes at the top, with North America CEO Marc Pedersen leaving in July and Action Network’s Brandon Cohen stepping down in September.

Despite these obstacles, Better Collective sees Playbook as a key move forward. The company has already shared plans to grow the platform into a wider range of AI-powered betting helpers. This strengthens its aim to stay a main player in the changing sports betting scene.