Better Collective has launched Playbook in Brazil, taking its AI betting product into one of its key football markets before the World Cup.
Better Collective has launched Playbook in Brazil, taking its artificial intelligence (AI) betting product into one of its key football markets ahead of the World Cup.
The Copenhagen-based sports media group said the product will help users create customised betslips from sports-related content, which can then be accessed through regulated sportsbook partners.
The Brazil launch gives Better Collective another test of Playbook outside the US market. The company said the product will initially focus on football, and will mostly be rolled out through X, Telegram and Discord.
Better Collective co-founder and co-CEO Jesper Søgaard said: “We have seen strong engagement where Playbook is already live, and bringing the product to Brazil ahead of the World Cup is a big milestone.
“It underlines our ambition to scale Playbook internationally and make it a core part of how we help fans engage with sport in a smarter, more informed way.”
Playbook is designed to sit inside the spaces where sports fans already follow matches and discuss betting. It uses AI models, sports content and data tools to turn tips or betting ideas into structured betslips.
Better Collective is positioning it as a betting engagement layer for operator partners. That keeps the company close to its affiliate roots while moving further into customer retention.
Better Collective said Playbook has already driven millions of bets to sportsbook partners since its first market launch. It did not disclose financial terms, partner names or Brazil-specific commercial targets.
The move follows a wider push by Better Collective to use its media network beyond customer acquisition. Its traditional model has centred on sending new players to licensed operators through sports media, paid marketing and affiliate channels.
Playbook expands that role by reaching bettors at the moment they are considering a wager. For sportsbooks, that can create repeat engagement after a customer has already been acquired.
Continued expansion on the table
The Brazil launch also follows Better Collective’s expanded partnership with X, announced in May. That agreement named Playbook as an official partner for scaling the product internationally.
Better Collective launched Playbook in the US last September as a new AI-powered tool for sports betting, ahead of the NFL season.
The company later said the US launch supported its move into retention-focused betting products.
Brazil is a natural next step for the product ahead of the World Cup because of its football audience. The country’s regulated online betting market has also made it a priority for international gambling groups, affiliates and media companies.
Better Collective’s portfolio includes AceOdds, Action Network, Bolavip, FUTBIN, HLTV, Playmaker HQ and The Nation Network. The group is listed on Nasdaq Stockholm and Nasdaq Copenhagen.
The company added that further market expansion of Playbook will depend on local regulations and user preferences.