Danish sports media giant Better Collective has taken another step forward with the launch of Playbook, an online betting tool powered by artificial intelligence. Unveiled in the United States on the eve of the NFL season, the device promises to simplify the betting experience while helping operators build customer loyalty.
A new era for punters
At a time when the sports betting industry is seeking to reinvent itself, the Danish group Better Collective is striking back with the launch of Playbook, a tool based on artificial intelligence. Launched on 3 September in the United States, on the eve of the start of the NFL season, this technology aims to transform not only the way fans bet, but also the way operators build customer loyalty.
With almost 450 million visits per month across its various brands, the Copenhagen-based company is making no secret of its ambitions: to place user experience at the heart of its strategy.
From simple tests at the Super Bowl to a complete platform
The Playbook story began during the last Super Bowl. At the time, the company was conducting limited trials, focusing on user engagement. The results were deemed promising and convinced the company’s management to invest in a full version.
Today, the tool goes much further. Thanks to image recognition and intelligent links, Playbook instantly transforms betting tips found on social networks or in articles into ready-to-use tickets in bookmaker applications. Gone are the days when players had to copy out their selections by hand: a simple click is all it takes to go from reading a tip to actually placing a bet.
This fluidity changes the game. It also illustrates a strategic shift for Better Collective, which is no longer focusing solely on acquiring new customers, but on building loyalty among existing punters.
Building loyalty rather than conquering
Better Collective’s historical affiliation model was based on generating registrations for partner sites. But the market is changing. With Playbook, the company is now targeting active punters directly.
This direction opens up new business opportunities. By connecting users at the precise moment they are about to place a bet, the company hopes to maximise conversion rates and increase the average value of each player. A double-edged strategy: attracting new entrants, but also retaining those who are already committed.
A US launch ahead of global expansion
The choice of the United States as a pilot market comes as no surprise. The country is currently one of the most dynamic for sports betting, with committed communities such as Action Network, VegasInsider and Playmaker HQ, all owned by Better Collective. These platforms are playing a key role in Playbook’s roll-out.
But the company has no intention of stopping there. Other major markets are expected to be targeted in the coming months, pointing to a rapid expansion of the device.
The question remains whether this innovation will convince European punters, where practices and regulations differ greatly from the American model.
A risky gamble in a tense environment
The launch of Playbook comes at a delicate time for Better Collective. The company has had to contend with a number of turbulences: more than 300 employees made redundant in 2024, an 18% drop in sales in the second quarter of 2025 and major changes in its management, notably the departure of North America CEO Marc Pedersen in July, followed by the departure of Brandon Cohen, head of Action Network, in September.
Faced with these difficulties, some observers are wondering: Is Playbook a communications stunt or a genuine structural response to the company’s challenges?
For Better Collective, the answer is clear. The company sees Playbook as a first step before launching a full range of AI-powered betting tools. The stated aim is to remain at the forefront of a rapidly changing sector and to establish itself as the essential intermediary between punters and operators.
If this strategy succeeds, Better Collective could fundamentally transform the online sports betting experience. However, Playbook’s success will depend on its ability to appeal to a demanding public that is increasingly solicited by competing offers.