ATP Tennis is pivoting during the coronavirus crisis with the launch of its first virtual sports product. Developed in collaboration with IMG ARENA, the product aims to provide a ‘fan-first’, authentic experience.
The feature is branded as ‘ATP 1000 Virtual Tennis’. IMG ARENA will begin rolling it out to partnered sportsbooks from the beginning of this month.
“A landmark agreement”
At a time when almost every major sporting event is on hold, virtual sports offers operators an opportunity to pivot. Often, this kind of market is just an ‘on the side’ nicety.
ATP Media CEO Mark Webster hailed the launch of ATP 1000 Virtual Tennis as a means of delivering entertainment to players. He also feels that it will aid global growth.
Webster’s thoughts are below.
“This is a landmark agreement for ATP Media at a challenging time. We are excited to be working with IMG ARENA to deliver fans around the world innovative content and new ways to enjoy their favourite tennis tournaments.
“Together we are creating a compelling, always-on product that will boost and diversify our sports betting offering while helping to continue to further develop our international footprint.”
Extending its virtual sporting portfolio
IMG ARENA, owned by the sports publishing group IMG, already has a broad collection of virtual sports. These include basketball, football, golf and horse racing.
Freddie Long, Managing Director of IMG ARENA, expressed his delight at adding tennis to the mix. His words were as follows.
“ATP Media are one of the most progressive and forward-thinking media companies – we are delighted to partner with them to launch the world’s first officially branded virtual tennis product.
“When we invested in virtual sports specialists Leap Gaming, our vision was to create official products and unlock new revenue streams and forms of fan engagement for our clients. ATP Media share this vision and desire to evolve the way that its fans could connect with tennis.
“The result is a game-changing product that maximises player engagement and operator returns. As with all of our virtual sports offerings, we have developed the most realistic look, feel, and betting experience.”