Better Collective has officially rolled out its AI-powered betting solution, Playbook, designed to boost sportsbook user retention and streamline the betting process.
From Pilot Tests to Full Launch
For the 2025 Super Bowl, the affiliate giant ran pilot programs testing various AI tools to measure their impact on simplifying betting. Following positive results, the company has now launched Playbook in full.
The tool uses bet slip image recognition and smart deeplinks to create a smoother betting experience. Rather than requiring customers to manually input selections from online tips, Playbook allows content to generate actionable links that lead directly to pre-filled betting slips in sportsbook apps or websites.
Shift in Affiliate Strategy
The launch also marks a shift in Better Collective’s affiliate model. With Playbook, the company can target all active bettors across social media platforms, not just those within its paid channels or media brands. This widens its reach while offering operators a retention-focused product.
Company Changes and Challenges
The innovation comes at a time of leadership changes and financial challenges. 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.
Better Collective has also faced revenue pressures. In 2024, the company implemented redundancies amid declining results, and its Q2 2025 figures showed further year-on-year revenue decline, although Co-CEO Jesper Søgaard noted results were in line with expectations during a transitional period.
Industry Impact
Despite setbacks, Søgaard highlighted the importance of Playbook, 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.”
