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Sportradar debuts emBet service bringing odds to live broadcasts

| By Richard Mulligan
Sportradar has launched its new emBet product which integrates live betting content into real-time over-the-top (OTT) streams.

The new live-streaming information service will allow bettors to view odds from sportsbook operators on the same device they are watching an event.

Created in partnership with interactive software developer LiveLike, emBet can turn broadcasters’ direct-to-consumer channels into revenue generating platforms by optimising the integration of betting operator partnerships.

Sportradar said emBET promotes additional wagering opportunities and more effective manners of customer acquisition and retention for betting companies who are featured within the application.

“EmBET combines all of Sportradar’s key strengths – including data, odds, insights and advertising – into one product, to keep sports fans engaged with content for longer by informing them of the latest betting information and allowing them to place wagers with betting operators during the live competition they are watching,” Sportradar added in the statement.

The technology supplier added that emBET has been designed to be customisable, in order to address the habits and behaviours of particular viewing audiences. It can also be plugged into existing video players, allowing it to be integrated in a short time.

Sportradar US chief executive Arne Rees said: “With audience consumption habits shifting dramatically, it’s more important than ever to create a dynamic viewing experience built on rich data and featuring compelling content. Doing so eliminates the need for fans to turn to second screens or competing channels, while also bringing in new streams of revenue.

“As a global supplier of sports betting services and with more than 15 years’ experience in OTT, Sportradar has the technology and expertise to deliver a significant product to help broadcasters and rights holders maximise the sports betting opportunity in the US.”

Sportradar provides sports betting data products and services to leagues, news media, consumer platforms and sports betting operators, and is the official data partner of major organisations such as the NBA and Fifa.

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