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Better Collective Launches Playbook

Published

10 months ago

September 16, 2025

Reading Time: 2 minutes

Better Collective has launched Playbook, an AI-powered betting solution transforming how fans place bets by fitting seamlessly into the way they already engage.

The launch follows the company’s press release of 12 February 2025, “Better Collective powered more than 8 million wagers and gathered football fans in New Orleans for the Super Bowl,” where Better Collective piloted early retention-driven products. With Playbook, these pilots are now scaled into a fully integrated solution – expanding Better Collective’s role in the betting ecosystem and strengthening engagement with sportsbook partners. With sports fans globally wagering more than 1.5 trillion EUR annually, the opportunity for innovation in this space is significant, and Playbook positions Better Collective to capture a greater share of this market.

At its core, Playbook is built to make betting seamless and more engaging for fans. Playbook enhances the user experience by delivering an actionable link – utilising bet slip image recognition built on AI and smart deeplinks – from betting content and tips that opens directly into a sportsbook app or website with the bet pre-loaded.

Jesper Søgaard, Co-Founder and CEO of Better Collective, said: “Playbook reflects our ambition to lead in delivering unique, and engaging sports betting experiences for sports fans and bettors while driving strong retention value for our partners. This positions Better Collective uniquely within the global sports betting ecosystem, where sports fans wager more than 1.5 trillion EUR annually.”

Initial launch in the US ahead of the NFL season

Historically, Better Collective’s affiliate model has been focused on acquiring new customers through its owned sports media, paid channels and partnerships. With the launch of Playbook, the addressable audience naturally expands to include all active bettors – not just new sign-ups. By complementing its global leadership in acquisition with direct engagement in bet placements at scale, Better Collective establishes a stronger position in the emerging retention betting space and secures touchpoints across the entire customer lifecycle. By engaging users directly at the point of bet placement, Playbook introduces a new layer of value creation for Better Collective, with new commercialisation opportunities that complement the company’s existing acquisition-driven and brand advertising revenue streams.

Playbook launched on September 3 in the US ahead of the NFL season, with additional key markets in the pipeline. Furthermore, Better Collective plans to build out a broader AI-suite of tools and betting assistants, reinforcing its position at the forefront of innovation in the sports betting ecosystem. Its rollout is supported by Better Collective’s owned sports betting communities, scalable technology infrastructure and partnerships with the world’s leading sportsbooks. These communities already attract millions of followers and thousands of paying subscribers, giving Playbook a built-in foundation to increase engagement and channel value directly to partners from day one.

The post Better Collective Launches Playbook appeared first on European Gaming Industry News.

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Tony Bellew signs as PartyPoker brand ambassador through 2026

Published

1 day ago

July 10, 2026

Wladimir P.

Former WBC cruiserweight champion to appear at PartyPoker Tour UK stops and take part in online activations.

PartyPoker has appointed former WBC Cruiserweight World Champion Tony Bellew as a brand ambassador for the remainder of 2026, with appearances tied to the operator’s live PartyPoker Tour and online poker offering.

The company said Bellew will be “a regular face” at its remaining UK tour stops this season following an earlier appearance at the PartyPoker Tour Birmingham. Bellew will also take part in online activity linked to the PartyPoker schedule.

“I had such a great time at the PartyPoker Tour Birmingham. The atmosphere, the people and the passion for the game were incredible. I’m really excited to be joining the PartyPoker team for the rest of the year, getting involved at the live events, meeting players and seeing where the cards take me,” Bellew said.

PartyPoker said Bellew is scheduled to attend each remaining UK stop on the 2026 PartyPoker Tour: London in July, Glasgow in August, Cork in November, and London in December. The operator also referenced a series of exclusive online events running alongside the live calendar.

The post Tony Bellew signs as PartyPoker brand ambassador through 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Arizona

Arizona regulator orders five operators to stop alleged illegal gambling activity

Published

1 day ago

July 10, 2026

Wladimir P.

arizona-regulator-orders-five-operators-to-stop-alleged-illegal-gambling-activity

Cease-and-desist letters cite alleged felonies and underage access tied to BetOpenly, Bookmaker, Club WPT Online Poker, Kutt Inc., and Raffle Creator.

The Arizona Department of Gaming said it has issued cease-and-desist orders to five online platforms—BetOpenly, Bookmaker, Club WPT Online Poker, Kutt Inc., and Raffle Creator—after investigations that the Department says involved alleged illegal gambling activity and underage access in Arizona.

In its announcement, the Department said each enforcement action alleges conduct giving rise to three felonies under Arizona law: promotion of gambling, illegal control of an enterprise, and money laundering. The agency cited Arizona’s prohibition on gambling unless specifically authorized (Ariz. Rev. Stat. Tit. 13, Ch. 33) and said the legal gambling age in the state is 21.

“Arizona is taking decisive action against illegal gambling operators that put Arizonans at risk,” said Jackie Johnson, Department Director. “Our top priority is protecting Arizonans and I’m grateful for the efforts of our intelligence unit led by Chief Law Enforcement Officer Doug Jensen to do just that. Through these cease-and-desist orders we are putting operators on notice: their conduct runs contrary to Arizona law and they must stop promoting illegal gambling.”

The Department’s letters describe different alleged violations by operator. For BetOpenly, the Department said peer-to-peer gambling rules prohibit third-party benefit, and alleged the platform benefited via a commission structure while enabling event wagering and daily fantasy sports contests without the required state licenses, including availability to underage Arizonans. For Bookmaker, the Department said its investigation found wagering on horse racing, casino games, and sports betting without an event wagering license or an advanced deposit wagering provider license, adding that online casino games are not legal in Arizona.

For Club WPT Online Poker, the Department alleged the platform enabled individuals under 21 in Arizona to enter pay-to-play online poker tournaments for prizes while using deceptive “no purchase necessary” language; the Department said online poker is illegal in Arizona. For Kutt Inc., the Department said Arizona “social” gambling prohibits third-party benefit and directed the operator to stop allowing Arizona users to deposit money and wager on sports, politics, pop culture, and casino-style games. For Raffle Creator, the Department said the operator did not meet requirements that allow Arizona nonprofits to conduct lawful raffles and alleged it allowed people under 21 to purchase tickets for prize chances.

The Department said the notified entities are directed to immediately stop all gambling operations and activities in Arizona “whether through mobile applications, online, or otherwise,” and to cease any future illegal gambling in the state. It added that future actions may include criminal charges or civil action against entities, principals, and employees, and that operators “may be subject to a potential award of restitution” and forfeiture of monies acquired due to the alleged conduct.

The post Arizona regulator orders five operators to stop alleged illegal gambling activity appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Latest News

Former WBC World Champion Tony Bellew Joins PartyPoker as Brand Ambassador

Published

1 day ago

July 10, 2026

GamingAmericas.com

Tony Bellew has officially joined the PartyPoker Brand Ambassador team for the remainder of 2026, strengthening the brand’s growing roster of ambassadors and reinforcing its commitment to bringing poker to a wider audience.

A former WBC Cruiserweight World Champion and one of Britain’s most recognisable sporting personalities, Bellew will play an active role across both PartyPoker’s live tour and online offering throughout the rest of the year.

Speaking about joining the team, Tony Bellew said: “I had such a great time at the PartyPoker Tour Birmingham. The atmosphere, the people and the passion for the game were incredible. I’m really excited to be joining the PartyPoker team for the rest of the year, getting involved at the live events, meeting players and seeing where the cards take me.”

His return follows a hugely successful appearance at the PartyPoker Tour Birmingham earlier this year, where he embraced the atmosphere, spent time with players and immersed himself in the event. After thoroughly enjoying the experience, Bellew will now become a regular face at the remaining UK stops on the PartyPoker Tour throughout the rest of the 2026 season.

As part of his ambassadorial role, Bellew will attend every remaining UK stop PartyPoker Tour in 2026:

London – July
Glasgow – August
Cork – November
London – December

With four live festival stops and a series of exclusive online events still to come, players will have plenty of opportunities to meet Bellew at the tables throughout the remainder of the 2026 PartyPoker calendar. Look out for opportunities to take him on online, and at the PartyPoker Tour in Glasgow, Cork and London.

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