Sportradar Launches New Product That Will Integrate Live Betting into Broadcasts

Sportradar Launches New Product That Will Integrate Live Betting into Broadcasts article feature image
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VALERY HACHE/AFP via Getty Images. Pictured: Sportradar booth at the International Sports convention for Television and New Media (Sportel) trade show.

Sports betting services provider Sportradar will launch emBET, an industry-first live betting content product that integrates into real-time OTT streaming providers, the company announced Thursday.

The new live-streaming information service will allow bettors to place wagers with top sportsbook operators all while engaging with the sporting event they’re watching. Sportradar officials told the Action Network that emBET could allow sports media rights holders, for example, to incorporate live betting odds into their broadcasts.

Live odds, betting trends and other sports betting broadcast elements can now be available to fans on-screen, similar to the way scores and player stats are incorporated currently.

“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,” Sportradar U.S. CEO Arne Rees said in a statement. “Doing so eliminates the need for fans to turn to second screens or competing channels, while also bringing in new streams of revenue.”

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One of the nation’s leading sports, betting and entertainment services providers, Sportradar’s latest development will combine its access to data, odds, insights and advertising into one product. With emBET, fans will be able to engage with content longer and more thoroughly through the latest betting information, the company said in a statement.

Sportradar created emBET in partnership with LiveLike, a technology company that allows audiences to engage with their content through interactive experiences and gamification features available via its flexible software development kit, the company said in the statement.

The new product is customizable and designed to easily integrate with broadcasters’ direct-to-consumer channels. Along with the ability to plug into existing video players, emBET allows broadcasters to configure data catered to their specific audiences.

These tailored sports betting data displays then create revenue-generating platforms for both broadcasters and their sportsbook partners, Sportradar officials said.

What Is Sportradar?

Established in 2001, Sportradar provides sports betting and entertainment products and services to leagues, news media, consumer platforms and sports betting operators. It is the official partner of the NBA, NHL, MLB, NASCAR, FIFA and UEFA.

The company monitors, analyzes and delivers insights for more than 720,000 sporting events across 75 sports. Sportradar annually streams roughly 400,000 events live across more than 20 different sports.

Sportradar also features an integrity services division that helps safeguard the sporting events themselves, the company said. Sportradar has taken a larger role in legal sports betting in the U.S. for sports betting operators and media since the Supreme Court struck down the federal wagering ban in 2018.

“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 maximize the sports betting opportunity in the US,” Rees said.

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