The National Football League (NFL) has confirmed a collaboration with Genius Sports, which will see bet365 gain access to American Football broadcasting rights. 

As part of the agreement, bet365 is seeking to leverage Genius Sports’ streaming solution to ‘deliver unique new content’, in the aim of enhancing customer retention and betting engagement. 

Mark Locke, CEO of Genius Sports, commented: “The expansion of our partnership with bet365 further validates Genius Sports’ long-standing strategy to power live betting experiences backed by the highest quality official data and video content.

“This agreement is particularly significant for our live streaming service which combines premium content from competitions with thousands of other low latency broadcasts from sports right around the world.”

The low latency broadcasts will be provided alongside the NYSE-registered sports technology provider’s official data services, covering the English Premier League and the NFL using its Next Gen Stats (NGS) offering. 

Additionally, bet365 also aims to strengthen its marketing and player engagement strategy via the partnership. The expansion will see Genius inform bet365 marketing campaigns using its data, with the goal of ‘driving deeper engagement and lower cost of acquisition’ across display, video and connected television. 

Sharing his opinions on bettor engagement in an interview with SBC Americas last month, Genius Sports’ Head of Fan Engagement, Americas, Matt Ryter, observed that sports leagues are becoming increasingly aware of how they can capitalise on wagering. 

“As the market matures and the sports, betting and media industries continue to converge, I would expect leagues to facilitate more direct betting integrations for fans,” he noted. 

“This could be through launching a live streaming product with integrated odds and personalised bet prompts, allowing fans to place in-game bets without having to operate across multiple screens. 

“Increasingly, sports will also provide their sponsors and brands with betting-related content such as win probabilities and predictions to integrate within their direct fan content and advertising.”

Following its recent financial results of the third quarter reporting period of 2021, Genius Sports noted its NFL offering with; Caesars, DraftKings, Entain and BetMGM, Golden Nugget Online Gaming, Penn Interactive, WynnBET and 888.

Building on this, the company reported growth at an ‘unprecedented level’ as it continued in a bid to boost its significance in the US betting market.

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