Better Collective to Integrate Playbook into X

Leading digital sports media group Better Collective has unveiled a landmark partnership with the social media platform X, formerly known as Twitter. Under the deal, Better Collective’s recently released Playbook solution will launch in the US.

Playbook Seeks to Change How Players Interact with Sports

For context, Playbook was launched in mid-September as a transformative AI-driven betting product.

Playbook allows sports aficionados to access AI-generated betslips directly on X, where many fans enjoy discussing sports. Playbook’s primary purpose is to use bet slip image recognition, empowered by Better Collective’s AI capabilities and smart deeplinks to deliver an actionable link for either betting content or tips. Fans can use these links to directly connect to a sports betting app or a website.

Per the new deal with X, Playbook, which seeks to revolutionize how players wager, will be deployed as the “premier sports betting-bot across the US.”

A Major Milestone for the Sports Media Group

In its official announcement, Better Collective celebrated the partnership with the social media giant as a major milestone in the media group’s strategy to shift its focus.

This agreement marks an important milestone in Better Collective’s strategy to expand beyond customer acquisition and strengthen its retention-focused product suite within global sports betting.

Better Collective statement

Better Collective added that the sports betting market continues to grow, with players wagering some EUR 1.5 million a year. As this growth continues, the company hopes to capitalize on the opportunities waiting in the sector.

To that end, Better Collective will integrate its Playbook solution as the premier sports betting bot on X across the US. The former company hopes that Playbook will power customer engagement and retention.

X Looking Forward to Seeing How Playbook Affects Sports

Company representatives celebrated the tie-up. Better Collective’s co-founder and co-chief executive officer, Jesper Søgaard, said that his team was thrilled about the opportunity to join forces with the social media giant and deliver AI-generated betslips to sports fans using the platform.

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 & co-CEO, Better Collective

In the meantime, Chris Park, X Corp’s director & global lead of developer platform, hailed the integration of Playbook into X, saying that the deal will redefine how fans connect, engage, and interact with live sports.

We are thrilled to partner with Better Collective and Playbook, giving our highly engaged sports community seamless access to betting experiences powered by AI.

Chris Park, director & global lead of developer platform, X Corp

Better Collective noted that the partnership will not lead to changes to its full-year guidance.