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Genius Sports Group expands marketing tools for operators

Genuis Sports Group’s media technology division, Genius Sport Media is now compromising an expanded series of marketing tools for sports book and gaming operators.

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

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

Genius Sports Media has also launched a range of line data-driven widgets, which are for digital publishers. They will include odds comparison services and affiliate marketing platforms.

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

Genius Sports Group chief executive Mark Locke said: “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

“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.”

Recent months have seen Genius Sports make significant inroads into the North American media rights market.

In May, the company brokered a deal with Nascar, which will see development being put in place for betting products for the North American stock-car racing series, which follows a similar agreement that was struck with the NBA basketball league late last year.

Also, last month saw Genius Sports finalise 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.

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