Better Collective just locked down a deal with X. The partnership makes Playbook the social platform’s top sports betting bot for US users.
Jesper Søgaard, Better Collective’s Co-Founder and Co-CEO, sees this as more than a tech integration. “We are excited to partner with X, giving sports fans instant access to AI-generated betslips right where the global sports conversation happens,” he said.
The timing isn’t random. They launched before the NFL season kicked off on September 4.
Why Playbook Fits X’s Sports Audience
X hosts one of the biggest real-time sports communities online. Fans already share betting takes and game analysis there constantly.
Playbook solves a friction point. Users can now act on betting discussions without leaving the platform or manually entering wagers elsewhere. The tool uses AI to read bet slip images and creates smart deeplinks that open directly into sportsbook apps with bets pre-loaded.
The NFL season alone could generate $30 billion in handle through February 2026, per American Gaming Association projections. That’s record territory.
What Playbook Actually Does
The product works through actionable links. Someone posts a bet slip image, and Playbook’s AI recognises it. Click the link and it opens your sportsbook app with that exact wager ready to place.
No manual entry. No switching between apps to copy odds.
Chris Park, X Corp’s Director and Global Lead of Developer Platform, backed the integration. “Together, we are redefining how fans connect, engage and interact with live sports,” he said.
But Better Collective has had some recent personnel changes. Brandon Cohen resigned from Action Network on September 12 after seven years with the subsidiary.
How This Changes Betting Engagement
Better Collective calls this “retention betting space.” They’re not just chasing new player signups anymore.
The company wants to build what Søgaard described as “long-term value for our sportsbook partners.” That means keeping bettors active through social engagement rather than traditional ads.
X gets deeper sports betting integration. Better Collective gets access to X’s massive user base during peak betting seasons.
The company’s already expanding its sports content partnerships, too. BetMGM signed on September 17 as the presenting sponsor for Playmaker HQ’s “Roommates Show” featuring NBA players Jalen Brunson and Josh Hart.
Social platforms are becoming key distribution channels for betting, not just marketing spaces.
