Better Collective unveils Playbook to revolutionise betting using AI
Summary
Digital sports media and betting group Better Collective has launched Playbook, an AI-powered betting product designed to increase bettor retention and lifetime value for sportsbook partners. The solution evolved from pilot retention products used during the 2025 Super Bowl (where Better Collective reported powering over eight million wagers) and officially debuted in the United States on 3 September 2025 ahead of the NFL season. Playbook aims to integrate seamlessly with how fans engage with sports and will roll out to more markets globally, leveraging Better Collective’s large audience footprint across its brands.
Key Points
- Playbook is an AI-driven betting solution focused on retention and long-term value rather than just acquisition.
- The product scaled from retention pilots used during the 2025 Super Bowl, which supported more than eight million wagers.
- Official US launch occurred on 3 September 2025, timed with the start of the NFL season; further global rollouts are planned.
- Better Collective intends Playbook to plug into existing fan behaviours, offering personalised, engaging betting experiences.
- The move complements the company’s traditional traffic-acquisition and advertising model by creating a new revenue stream around active bettors.
- Better Collective leverages a portfolio of high-traffic sports and esports sites (450+ million monthly visits) and existing communities to jumpstart partner engagement.
Content Summary
Better Collective’s Playbook is positioned as a retention-first suite of AI tools and assistants that enhance engagement on sportsbook partner platforms. It grew out of pilot products that proved effective during major events (notably the Super Bowl), and the company has now scaled those pilots into a fully integrated offering.
The US launch is the opening phase, with plans to expand into other key markets. Playbook complements Better Collective’s long-standing strengths in customer acquisition via owned media and partnerships by focusing on keeping existing bettors active and increasing lifetime value. The company’s large reach across brands such as HLTV, FUTBIN and The Action Network provides an immediate ecosystem for deployment and measured impact.
Context and Relevance
This launch sits at the intersection of two major trends: personalised AI-driven experiences and the betting industry’s shift from pure acquisition to retention economics. For sportsbook operators, publishers and ad-tech partners, Playbook signals that major affiliate/media operators are moving into productised, tech-first retention offerings.
Beyond commercial impact, wider adoption of AI in betting raises questions about responsible gambling, regulation and transparency — factors operators and regulators will need to watch as retention tools become more sophisticated.
Why should I read this
Because if you work in sports betting, media, or adtech and you care about where revenue actually comes from — this matters. Better Collective isn’t just tinkering with AI; it’s packaging retention tech to keep punters engaged and paying. Short read, big implication: personalisation + scale = a different playbook for the industry.
Author style
Punchy: this is a strategic shift from a traffic-first business to one that monetises engagement. If you’re involved in betting ops, audience monetisation or sports media, the detail here is worth a proper read — it’s not just another product launch, it’s a change in how a major player plans to hold on to users.
Source
Source: https://dotesports.com/gambling/news/better-collective-playbook-betting-ai