Genius expands data-driven video capabilities with Spirable acquisition

| By Robert Fletcher
Genius Sports has entered into a definitive agreement to acquire creative performance platform Spirable to strengthen its data-driven video marketing capabilities.
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Financial terms of the teal were not disclosed, but Genius said the combination of its official sports data, network and operational scale with Spirable’s video platform will offer deeper engagement, higher performance and lower cost of acquisition for partners.

Spirable works with brands, agencies and rights holders to create, automate and optimise personalised content, using live and contextual data and AI to distribute content across digital channels including Facebook, Twitter, YouTube and Snapchat. 

The platform already counts the likes of Spotify, Coca-Cola, P&G, Domino’s, Diageo and Heineken among its clients, with Genius set to gain access to these brands through the acquisition.

In addition, Spirable has partnerships in place with operators such as DraftKings, Flutter, WynnBET, Betway, 888 Holdings and Entain in the gambling and betting sector. 

“With the increasing convergence of sports, betting and media, personalised video advertising has become an essential requirement to attract, engage and acquire customers,” Genius Sports chief executive Mark Locke said. 

“We are delighted to add Spirable’s specialist capabilities to our rapidly expanding suite of fan engagement tools, combining official data feeds across hundreds of competitions with fully immersive video content.”

Spirable chief executive Ger O’Meara added: “The sports sector has always been at the pinnacle of advertising and marketing, and more than ever brands are looking to maximise their engagement with fans before, during and after events. 

“Over the past six years, our talented team has helped change the way brands create, scale and optimise creative to reach their customers. Together with Genius Sports, we will work to offer more valuable real-time content that will increase fan interaction and retention.”

Genius expects to complete the acquisition during the second half of the year.

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