Better Collective and X partner for Playbook product launch
The partnership will see X integrate Playbook as its premier sports betting bot across the US in the hopes of creating a new channel for engagement, retention and long-term partner value.
Key Points
- Playbook offers an actionable link which utilizes bet slip imaging on AI and smart deeplinks to open directly into a sportsbook application or website with the wager pre-loaded
- The program was launched prior to the NFL regular season, which is projected to generate a record handle of $30bn through February 2026 according to the AGA
Better Collective has formed a new strategic partnership with social media platform X (formerly Twitter) which will see the company integrate Better Collective’s Playbook product as its premier sports betting bot across the US.
Playbook offers an actionable link which utilizes bet slip image recognition from AI and smart deeplinks to open directly into a sportsbook application or website with the wager pre-loaded for consumers.
“We are excited to partner with X, giving sports fans instant access to AI-generated betslips right where the global sports conversation happens,” Better Collective Co-Founder and Co-CEO Jesper Søgaard said.
“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.”
The partnership hopes to create a new social channel on X, built for engagement, retention and long-term partner value. Playbook was launched prior to the 2025-2026 NFL regular season, which kicked off on September 4 and is projected to generate a record handle of $30bn through February 2026, according to the American Gaming Association (AGA).
Good to know: After seven years with the company, VP of Product and Strategy Brandon Cohen chose to resign from Better Collective’s subsidiary, Action Network, on September 12
“We are thrilled to partner with Better Collective and Playbook, giving our highly engaged sports community seamless access to betting experiences powered by AI. Together, we are redefining how fans connect, engage and interact with live sports,” X Corp Director & Global Lead of Developer Platform Chris Park said.
Better Collective also announced a content partnership with BetMGM on September 17 which anointed the operator as the presenting sponsor of Playmaker HQ’s “Roommates Show” with Jalen Brunson and Josh Hart of the New York Knicks basketball team.
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