Better Collective launched its AI-enabled Playbook betting tool in the US on 3 September, following trials during the Super Bowl. The tool uses image recognition and links to turn betting tips into prepared slips in sportsbook apps or websites; the company said it plans to expand into other markets.
The tool links sports content to sportsbook bet slips, giving operators a new route to engage bettors.
Quarter ended 30 June 2026
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Better Collective chair Jens Bager will not seek re-election at the company’s annual general meeting on 24 March, ending his term as chair and board member. The company’s co-chief executive Jesper Søgaard said Bager had contributed to its growth and strategic direction.
Better Collective appointed Christian Kirk Rasmussen as co-chief executive alongside Jesper Søgaard. Søgaard said the company is reorganising into global publishing, paid media and esports units and plans to direct resources towards areas it considers to have greater potential.
A report tracks share-price movements among major industry players during September, including Better Collective, Rank Group and Genius Sports. Its headline refers to Brazil’s ban and tax changes, but the available text gives no figures or company-specific movements.
Better Collective’s shares fell 37.16% over five days following Brazil’s betting ban announcement. Flutter’s shares declined 11.52% over the same period. It was reported that Better Collective estimated a €15m impact for the rest of 2026 and suspended its 2027 guidance.
Better Collective plans to expand its prediction markets presence through dedicated hubs with Action Network and Vegas Insider, according to the report. The report provides no further details about the plans.