Better Collective Launches AI-Powered ‘Playbook’ to Streamline Bet Placement and Target Retention Market
The digital sports media giant Better Collective is launching a new, AI-powered product called “Playbook,” a solution designed to seamlessly bridge the gap between betting content and the act of placing a wager. The new tool, which is launching in the U.S. just in time for the NFL season, is a significant strategic move for the company, expanding its role in the betting ecosystem from a primarily customer acquisition-focused business to one that is also deeply involved in player retention and engagement.
A Seamless Bridge from Content to Bet Slip
At its core, Playbook is a technology designed to make the process of placing a bet as frictionless as possible for the end-user. The product uses a combination of AI-powered bet slip image recognition and smart deep-linking technology to create a direct and actionable pathway from betting content to a sportsbook’s app or website.
When a user engages with a piece of betting content, such as a betting tip or a recommended parlay, Playbook generates a link that, when clicked, opens the user’s chosen sportsbook with the specific bet already pre-loaded in the bet slip. This eliminates the need for the user to manually navigate the sportsbook and build the bet themselves, a process that can often be a point of friction and user drop-off.
A Strategic Shift from Acquisition to Retention
Historically, Better Collective’s business model has been focused on its strength as an affiliate, driving new depositing customers to its sportsbook partners. The company’s massive portfolio of sports media brands, which attracts 450 million monthly visits, has made it a global leader in new customer acquisition.
Playbook, however, represents a strategic expansion of this model. By engaging with users at the moment they are deciding to place a bet, Better Collective is now targeting the entire universe of active bettors, not just new sign-ups. This move into the retention space is designed to create a new layer of value for both the company and its sportsbook partners.
“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,” said Jesper Søgaard, Co-Founder and CEO of Better Collective.
New Commercial Opportunities and a Future AI Suite
This new touchpoint in the customer journey also opens up new commercial opportunities for Better Collective. The company will now be able to generate revenue not just from referring new customers, but also from facilitating the bets of existing ones, creating a new revenue stream that complements its existing acquisition and advertising businesses.
The launch of Playbook is just the first step in a broader AI-focused strategy for the company. Better Collective has announced plans to build out a more comprehensive suite of AI-powered tools and betting assistants, a move that is designed to reinforce its position as an innovator in the sports betting ecosystem.
Playbook’s initial rollout in the U.S. will be supported by Better Collective’s extensive network of owned sports betting communities and its partnerships with the world’s leading sportsbooks. With a massive built-in audience and a powerful new technology, the company is making a clear and strategic bet on the future of integrated, retention-focused betting experiences.
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