Better Collective, the Copenhagen-based digital sports media giant, has launched Playbook, a revolutionary AI-driven betting tool designed to revolutionize the betting landscape and address the evolving demands of sports fans. The unveiling took place in the United States on September 3, just in time for the start of the NFL season, marking a strategic shift in how the company engages with its audience.
The early trials of Playbook began during the Super Bowl earlier this year, focusing on maintaining user engagement. These trials have since matured into a comprehensive platform aimed at simplifying the betting process and expanding Better Collective’s influence in the global sports betting arena.
Central to Playbook’s innovation is its AI capability to recognize images and utilize smart deeplinks, which seamlessly convert betting tips from content or social media into ready-to-use betting slips within sportsbook applications or websites. This eliminates the need for users to manually input their picks, thereby streamlining the betting experience and making it more accessible.
According to Better Collective’s executives, this development transcends a mere technological upgrade. Historically, the company’s affiliate model concentrated on acquiring new customers through its vast media network and strategic partnerships. However, with Playbook, the focus is broadened to encompass both active bettors, enhancing retention, and new customer acquisition. This dual approach not only broadens revenue streams but also engages users precisely at the moment they choose to place a bet.
Co-founder and executive leader Jesper Søgaard emphasized that Playbook underscores Better Collective’s dedication to innovation and sustainable growth. He remarked that the tool is designed to integrate seamlessly with existing betting content consumption habits, positioning Better Collective at the forefront of industry advancements.
The initial rollout in the U.S. sets the stage for global expansion, with major markets expected to follow suit. Playbook’s launch is supported by Better Collective’s vast sports communities, including well-known entities like Action Network, VegasInsider, and Playmaker HQ. These communities, combined with strategic alliances with leading bookmakers, bolster the tool’s deployment and scalability.
The timing of Playbook’s introduction is crucial for Better Collective, which has encountered significant challenges over the past two years. The company underwent substantial workforce reductions in 2024, laying off over 300 employees, and experienced an 18% decline in revenue in Q2 2025 compared to the previous year. Additionally, leadership changes have marked recent months, with North America CEO Marc Pedersen’s departure in July and Action Network’s Brandon Cohen stepping down in September.
Despite these hurdles, Better Collective views Playbook as a pivotal advancement. The company has already outlined plans to evolve the platform into a suite of AI-powered betting tools, reinforcing its commitment to remaining a leading figure in the dynamic sports betting industry.
A contrasting perspective acknowledges the potential risks associated with rapid technological integration in betting. Concerns about responsible gambling and the ethical implications of AI applications in sports betting remain topical. Critics argue that while AI can enhance user experiences, it might also obscure individual decision-making, necessitating stringent oversight and responsible use protocols.
On the flip side, proponents of AI in betting highlight the transparency and efficiency it can bring. With tools like Playbook, users gain access to intelligent systems that not only streamline their betting activities but also provide data-driven insights that could lead to more informed decisions. This, in turn, has the potential to foster a more engaging and educational betting environment.
Better Collective’s strategic pivot with Playbook represents a significant milestone in the company’s journey. It aims to leverage advanced technology to create a more dynamic and user-friendly betting experience, aligning with the broader industry trend towards digital innovation. As the company navigates the complexities of a competitive market, Playbook stands as a testament to its resilience and forward-thinking ethos, promising to reshape how sports fans interact with betting platforms.
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