ATP and IMG launch virtual tennis product to fill COVID void

In conjunction with ATP Media, the global sales, broadcast production and distribution arm of the ATP Tour, sports betting service and content hub IMG ARENA has announced the launch of a virtual tennis product

The new deal expands the longstanding partnership between IMG ARENA and ATP Media and marks the first time the firm’s have launched a virtual sports offering, with the game now set to aid sportsbook partners to fill the void left by COVID-19 which suspended the ATP Tour’s April launch.

Mark Webster, CEO of ATP Media, stated: “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 favorite 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.”   

Created using IMG ARENA licensed assets, the first-ever officially branded virtual tennis product will feature logos from the ATP Masters 1000 series along with official tournament names with the aim of delivering an authentic, fan-first experience.

Freddie Longe, Managing Director at IMG ARENA, concluded: “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 maximizes player engagement and operator returns. As with all of our virtual sports offerings, we have developed the most realistic look, feel, and betting experience.”

The virtual tennis product now adds to IMG ARENA’s growing portfolio of virtual sports which already includes golf, motorsport, football, horse racing, speedway, greyhound racing and cycling.