Genius Sports expands digital marketing product suite

Genius Sports Group’s media technology division, Genius Sports Media, now comprises an expanded series of marketing tools for sportsbook and gaming operators.

The suite of data-driven fan engagement solutions, which will also be available to sports rights-holders, brands and digital publishers, will enable advertisers to tailor content and deliver campaigns around the sporting calendar.

The digital marketing channels will allow real-time statistics, betting odds or video highlights to be embedded into creative campaigns.

Genius Sports Media has also launched a range of live data-driven widgets for digital publishers, including an odds comparison service and affiliate marketing platform.

Sister company Betgenius has been offering digital marketing services to betting and gaming operators for a number of years, having acquired ad tech firm Connextra back in 2007.

“We have been helping brands acquire customers for well over a decade and have subsequently built an understanding of how and when sports fans engage with media that simply can’t be replicated by traditional agencies,” Genius Sports Group chief executive Mark Locke said.

“Using this expertise, in combination with our rapidly expanding live data portfolio, advertisers targeting sports fans can instantly connect with them in real-time to build stronger relationships that significantly increase conversion rates.

“By unifying these capabilities with our new suite of publisher products, Genius Sports Media both extends and optimises the services we can provide for brands and publishers in this highly competitive marketplace.”

In recent months, Genius Sports has made significant inroads into the North American media rights market.

In May, the company brokered a deal with Nascar to develop an official betting product for the North American stock-car racing series, following a similar agreement that was struck with the NBA basketball league late last year.

Also last month, Genius Sports finalised a major betting data partnership with Football DataCo, giving the supplier exclusive rights to collect, license and distribute live data from the UK’s leading football competitions, including the Premier League from the start of the 2019-20 season.