The launches comes as the FIFA World Cup 2026 kicks off as way to engage Brazilian audience.
Better Collective A/S has launched its Playbook AI-enhanced solution across its Brazil portfolio to elevate audience experience and personalisation with its media assets.
The launch of Playbook AI comes in time for the start of the FIFA World Cup 2026, providing new utilities for Brazilian audiences to engage with sports betting content and information.
As noted: “The Playbook AI solution enables users to seamlessly generate customised betslips from sports-related content and access them through their preferred regulated sportsbooks.”
The expansion of Playbook AI has become a strategic pillar of Better Collective’s transformation of its media and affiliate strategy undertaken since 2024.
Proprietary-engineered Playbook AI was initially launched for US audiences in September 2025. The solution elevated customer referrals across key media assets including Action Network, Playmaker and VegasInsider, contributing to stronger sportsbook engagement and conversion rates.
The product forms part of Better Collective’s wider ambition to integrate AI-driven betting experiences directly into sports media content. Since launch, Playbook has generated millions of bets for sportsbook partners and has been adopted as a key audience activation tool across regulated markets.
Brazil represents a significant next step in the international rollout of Playbook. Initially focused on football coverage, the product will be distributed across X, Telegram and Discord channels, enabling users to generate betting selections from live sports discussions and content.
The expansion follows Better Collective’s recent decision to deepen its strategic partnership with X. Earlier this year, the group announced that Playbook had been named an Official Partner of the social media platform as part of plans to scale the betting product globally.
Better Collective
Jesper Søgaard, co-founder and co-chief executive of Better Collective, said: “Launching Playbook in Brazil, one of the world’s most passionate soccer nations and a key market for us, is a really exciting step.
“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.”
Following the Brazil launch, Better Collective intends to expand Playbook into additional regulated markets, adapting the product to local regulatory requirements and user preferences.
The company views the platform as a key component of its strategy to strengthen its position as a media, technology and audience acquisition partner for global sportsbooks.
