Better Collective Launches AI Betting Bot on X in US
Better Collective has announced a strategic partnership with X (formerly Twitter) to introduce Playbook as the premier sports betting bot in the United States. Playbook is an AI-driven solution designed to change how fans place wagers.
This agreement is a big step in Better Collective’s plan to focus more on customer retention products, moving beyond simple customer acquisition. The integration creates a powerful new engagement channel for the global sports betting market, where fans collectively wager over €1.5 trillion annually.
Seamless Integration for Live Sports Wagering
Better Collective launched Playbook just before the start of the NFL season, a time when fan interaction and betting activity peak. The bot allows sports fans to access AI-generated betslips right on X, where they naturally discuss and follow live sports events.
Playbook enhances the user experience by delivering an actionable link from betting content. This link uses bet slip image recognition built on Better Collective’s proprietary AI processes and smart deeplinks. The technology then opens a sportsbook app or website with the specific bet already pre-loaded. This approach fits seamlessly into how fans already use the platform, enriching the fan experience while strengthening long-term value for Better Collective’s sportsbook partners.
Jesper Søgaard, Co-founder and Co-CEO of Better Collective, expressed excitement about the partnership. He said the collaboration emphasizes the company’s ambition “to take a market-leading role in the emerging retention betting space.”
Redefining Fan Engagement
The partnership main goal is to redefine how fans connect with live sports and betting. Chris Park, Director and Global Lead of Developer Platform at X Corp, also expressed enthusiasm for the collaboration. He noted the partnership gives X’s highly engaged sports community “seamless access to betting experiences powered by AI.”
The companies believe that working together will redefine how fans connect, engage, and interact with live sports. Better Collective confirmed its financial guidance for 2025 remains unchanged following the launch and partnership.
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