Better Collective has launched its artificial intelligence betting product Playbook in Brazil, targeting one of its most important football markets globally.
The Copenhagen-based sports media group said Playbook will help users create customised betslips from sports-related content, accessible through regulated sportsbook partners.
The Brazil rollout marks another significant test of the product outside the United States, where Better Collective first launched Playbook last September ahead of the NFL season.
Better Collective said the product will initially focus on football in Brazil, with distribution primarily running through X, Telegram and Discord.
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.”
Søgaard added: “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 operate inside the spaces where sports fans already follow matches and discuss betting, using AI models, sports content and data tools to convert tips into structured betslips.
Better Collective is positioning the product as a betting engagement layer for operator partners, moving beyond its traditional customer acquisition role into retention-focused territory.
The company said Playbook has already driven millions of bets to sportsbook partners since its initial market launch, though it did not disclose financial terms, partner names or Brazil-specific commercial targets.
The Brazil launch follows Better Collective’s expanded partnership with X, announced in May, which named Playbook as an official partner for scaling the product internationally.
Brazil represents a logical expansion target given its enormous football audience and growing regulated online betting market, which has attracted significant attention from international gambling groups and affiliates.
Better Collective’s wider media portfolio includes AceOdds, Action Network, Bolavip, FUTBIN, HLTV, Playmaker HQ and The Nation Network, with the group listed on both Nasdaq Stockholm and Nasdaq Copenhagen.
The company confirmed that further international expansion of Playbook will be guided by local regulations and user preferences in each target market.
