The 2025 NFL season kicked off last week and various stakeholders in the betting and gaming space are scrambling to get in on the action, the latest being Better Collective.

The company, based in Denmark but active internationally, has launched a new AI-backed betting solution, taking it live in the US first – a logical move given the NFL is America’s most widely followed sports league.

Better Collective’s Playbook is a customer retention and fan engagement tool, designed to assist NFL fans in placing wagers on the league. The company is looking to build on its previous NFL fan engagement efforts during prior seasons.

However, it has also clearly taken note of the global growth of the league. The NFL has been ramping up its international presence over the past few years, with regular fixtures in London as well as Germany and Mexico, while its second game in Brazil and first in Ireland will be held this year, and its first in Australia next year.

The Super Bowl has also become one of the biggest sporting events not just on the American calendar but also internationally, and this is translating to betting volume across various markets according to Better Collective.

A total of 3.4 million British viewers watched last season’s Super Bowl on ITV and Sky Sports, for example, while in the US the fixture continues to break records with 127.7 million Americans tuning in back in February.

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 €1.5trn annually.”

The popularity of the NFL is being noticed by various stakeholders across betting and gaming from affiliate and digital media groups like Better Collective to some of the industry’s biggest operators.

Understandably, US operators like DraftKings and FanDuel have a strong interest in this, but the latter’s parent company, Flutter Entertainment, has taken its interest more international, penning a sponsorship deal between its Paddy Power brand and the NFL in the UK channel value directly to partners from day one.