Better Collective Brings Its AI Betting Tool into Brazil as the World Cup Opens

Key Points

• Better Collective has taken Playbook to Brazil, an AI betting solution that converts sports content into customised betslips delivered through X, Telegram and Discord.
• From its US debut in September 2025, Playbook has directed millions of bets to sportsbook partners inside regulated markets.
• X has named Playbook an Official Partner to support worldwide scaling, as part of a wider strategic deal backing the Brazil rollout.

Think about watching a World Cup match, fully into every minute of it. A useful tip appears on X, and an AI tool turns that tip into a ready betslip in just two clicks, without you opening a sportsbook or searching for anything. That is the experience Better Collective has now made real in Brazil through the launch of Playbook, and this timing is not something that happened by accident.

On 11 June 2026, the very week the 2026 FIFA World Cup kicked off, the Copenhagen-based sports media group brought its AI-powered betting solution to Brazil. No other country feels football the way Brazil does, and with a World Cup happening right now, Better Collective has entered at the single biggest moment this product could have asked for.

So What Does the Playbook Do?

Playbook has no sportsbook function and takes no bets on its own. Instead, it operates inside the apps and platforms where fans are already present, such as X, Telegram and Discord, and converts the betting tips and content found there into ready-made betslips. A user can share a wager idea or even send a screenshot of a bet, and Playbook applies AI image recognition to turn it into a direct link that opens a pre-filled betslip inside a regulated sportsbook app.

Today, a bettor who reads a tip on social media must go to their sportsbook, look for the match, find the right market, and enter the bet themselves. Playbook takes all of that away. For the bettor, placing a wager takes less effort. For the sportsbook, the space between a customer thinking about a bet and placing one shrinks, which means fewer potential bets go unplaced.

The Journey from the NFL to the World Cup

Playbook has not been developed by Better Collective quickly. During the 2025 Super Bowl game in New Orleans, Better Collective ran a series of pilot tests to find out if an AI-powered tool for bets would be able to make any significant contribution. With these results, Better Collective decided to release the product fully on September 3, 2025, which coincided with the beginning of the NFL season in the United States.

That first US launch became the ground on which everything else was built. 

Since going live, Playbook has directed millions of bets to Better Collective’s sportsbook partners, though no breakdown by market or time period has been shared. What the US run proved was that fans would adopt the product, and that sportsbooks were gaining genuine value, both in acquiring new users and in keeping the ones they already had active and returning.

Over many years, Better Collective grew as an affiliate, guiding new players toward licensed sportsbooks through its sports media websites and paid marketing channels. Playbook is a different kind of product. And it is offered just when the decision to take action on a betting event is being made, right in the same platform that the decision itself is being made. This adds a whole other level of value for sports books because this tool will help keep existing clients entertained.

The X Partnership That Enabled Global Growth

Taking Playbook past the US required distribution at a scale that could cover the world. 

In May 2026, Better Collective and X confirmed that Playbook had become an Official Partner of the platform, with a clear goal of growing the betting product across global markets. The first deal had been restricted to the US only. Under the new agreement, Playbook became available to X users in all markets, and Better Collective gained access to social listening and analytics tools to support engagement on the platform.

Co-founder and co-CEO Jesper Søgaard put into words what that international push means on the ground. “Launching Playbook in Brazil, one of the world’s most passionate soccer nations and a key market for us, is a really exciting step,” he said. “We have seen strong engagement where Playbook is already live, and bringing the product to Brazil ahead of the World Cup is a big milestone. It underlines our ambition to scale Playbook internationally and make it a core part of how we help fans engage with sport in a smarter, more informed way.”

Brazil will be the first market outside of the US where the product will officially launch. The expansion strategy has been designed based on the FIFA World Cup 2026, and the coming NFL and NBA seasons, which represent the period of maximum demand for live sporting events.

Why Brazil Holds So Much Weight at This Moment?

The country’s regulated online betting market came to life on 1 January 2025, closing a chapter of delay and giving shape to a market that had operated without clear legal standing for years. Within its first year, the market brought in more than $7 billion in gross gaming revenue, earning its place as the second-largest regulated online betting market in the world, with only the United Kingdom ahead of it. Before 2025 ended, 79 licensed operators were live and together serving more than 25 million players. The revenue forecast sits at $8.9 billion for 2026, and the market is expected to go past $10 billion in 2027.

The population is young and football runs through it. Licensed sportsbooks are ready and waiting for bet referrals. A World Cup is live right now. For Better Collective, Brazil at this exact point in time is the best possible setting to see what Playbook can do on an international scale.

What does this mean for the Company’s Bigger Picture?

The Brazil launch also matters because of where Better Collective is as a business. The company recorded a Q1 2026 revenue of €86.3 million, representing a 5% growth in comparison to the previous year, as well as an increase in earnings before one-time charges of 14%, which came to €25.1 million. According to Søgaard, the guidance on the full year 2026 has not been changed, and the anticipated growth rate of 7% to 12% is expected to be organic.

Playbook is being rolled out across Better Collective’s broader media portfolio, which includes Action Network, Bolavip, FUTBIN, HLTV, AceOdds, Playmaker HQ and The Nation Network, brands that collectively reach tens of millions of sports fans across North America, Latin America, Europe and the esports world. The company has said that further expansion of Playbook into new markets will depend on local regulations and user preferences. No additional launch countries or dates have been confirmed yet.

Expert View

Better Collective has been patient and has picked its entry point with purpose. A regulated market that is only one year old in Brazil, a World Cup taking place in the same hemisphere, and a distribution deal with X that now covers the whole world have lined up to create a window that will not be available again. 

Across the world, sports fans place more than 1.5 trillion euros in wagers every year, and Brazil on its own is heading to $10 billion in regulated revenue by 2027. If the World Cup shows that Playbook can take social engagement and turn it into real betting volume at scale, the path for the product to reach more markets will be clear on its own.

Readers following this story should look to Better Collective’s Q2 2026 results, covering the World Cup period, for the first sign of what Playbook has achieved in Brazil. The company is listed under the ticker BETCO on both Nasdaq Stockholm and Nasdaq Copenhagen.