Better Collective has secured a strategic partnership with X to push the affiliate’s new AI-powered Playbook tech across the Elon Musk-owned social network.
Playbook launched ahead of the NFL season, and allows X users to ask the Playbook X account to produce a betslip which can then be opened and actioned across several US sportsbooks.
Playbook is integrated with DraftKings, FanDuel, bet365, BetMGM, PrizePicks and Caesars.
For example, Better Collective’s Action Network X account could post a parlay for an NFL game. Users could then reply to that post, tagging Playbook, which will then produce an operator-specific betslip.
When the product was announced last month, Better Collective said Playbook would add a “new layer of value creation” for the company.
The Danish firm added it marked a shift from delivering new sign-ups to its operator partners, instead allowing it to access a wider cohort of potential customers.
Playbook was borne out of early-stage pilots that took place around the Super Bowl earlier this year, with the fully fledged product now live.
Gambling companies and X have been penning partnerships in recent months, with LiveScore Group having entered into an agreement last month.
Both prediction market Kalshi and BetMGM also agreed partnerships with the social media giant.
Jesper Søgaard, Better Collective co-CEO, said: “We are excited to partner with X, giving sports fans instant access to AI-generated betslips right where the global sports conversation happens.
“The collaboration underlines Better Collective’s ambition to take a market-leading role in the emerging retention betting space, while creating long-term value for our sportsbook partners.”
Chris Park, director and global lead of developer platform at X, added: “We are thrilled to partner with Better Collective and Playbook, giving our highly engaged sports community seamless access to betting experiences powered by AI.
“Together, we are redefining how fans connect, engage and interact with live sports.”
The post Better Collective pens X deal for AI-powered Playbook integration first appeared on EGR Intel.
Affiliate’s new tool aiming to become the “premier sports betting bot” following strategic deal with social media platform
The post Better Collective pens X deal for AI-powered Playbook integration first appeared on EGR Intel.