Better Collective has officially launched its AI-powered tool, 'Playbook', designed to streamline betting slip creation and improve user retention for sportsbooks.
The tool was initially piloted during the 2025 Super Bowl, where several AI solutions were tested for their effectiveness in automating the betting process.
'Playbook' uses AI-powered bet slip image recognition and smart deeplinks to generate fully pre-filled bet slips based on betting content and tips. This approach removes the need for customers to manually enter wagers they see online, creating a more seamless betting experience.
The tool also marks an adjustment in Better Collective's affiliate model. Rather than focusing solely on users already engaged with its paid channels or sports media brands, the company can now target active bettors across broader online and social media platforms.
Co-CEO Jesper Sorgaard commented on the launch, stating, "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."
The launch comes amid a period of transition at Better Collective. The company experienced financial challenges in recent years, including redundancies in 2024 and continued revenue declines in Q2.
Additionally, Brandon Cohen, VP of Product and Strategy at Action Network, stepped down in September 2025, following the earlier departure of Better Collective North America CEO Marc Pedersen in July.
Despite these challenges, Sorgaard noted that recent results aligned with expectations and highlighted the potential of 'Playbook' to enhance retention and engagement within the company's network of affiliates.
Better Collective reported Q2 2025 revenue of €82m ($95.5m), down 18% year-on-year, with organic growth falling 19%
