Sports betting media group Better Collective has teamed up with X to introduce Playbook. Playbook is an AI-powered betting tool, across the United States. The tool helps fans join live sports conversations and place bets at the same time.

The launch comes soon after Better Collective introduced Playbook to focus more on keeping customers, not just acquiring new ones. With global sports betting worth over €1.5 trillion ($1.7 trillion) a year, the partnership with X marks a major step in combining technology, social media, and betting.

How Playbook Works

Playbook is built on artificial intelligence that can recognize images of bet slips and turn them into ready-to-use betting options. When fans share or view bet slips on X, the tool creates a direct link that can open in a sportsbook app or website, where the bet is already pre-loaded.

This makes the process faster and simpler for users, since they do not have to manually enter details. Instead, the technology fits naturally into the way fans already follow and talk about sports online. Playbook aims to improve engagement by bringing betting directly into the social space where conversations are happening in real time.

The timing of the launch is also important. The NFL season, one of the busiest times of the year for US sports betting, is just getting started. This creates an opportunity for the Playbook tool to gain early traction among football fans.

Expanding Retention-Focused Products

Jesper Søgaard, Co-founder and Co-CEO of Better Collective, said the launch shows the company’s ambition to be a leader in what it calls the retention betting space. He explained that working with X allows sports fans to access betting features instantly while joining global conversations about live games. According to Søgaard, this will not only add value for players but also benefit sportsbook partners by keeping users active and connected.

Comments from Partners and Outlook

The partnership has also been welcomed by X. Chris Park, Director and Global Lead of Developer Platform at X Corp, said the collaboration is about creating new ways for fans to connect with the sports they love. He added that Playbook will give X’s highly engaged sports audience a seamless way to explore betting options powered by AI.

For Better Collective, this partnership signals an important step in using innovation to build products that fit into fans’ daily lives. The company confirmed that its financial outlook for 2025 remains unchanged, showing confidence that Playbook will strengthen its position without altering current business targets.

With the NFL season driving betting activity and the growing role of AI in everyday online interactions, Playbook could mark the start of a new way fans experience sports betting in the United States.