Sportradar to Integrate Betting Into Sports Broadcasts

    • The technology will have the ability to plug into existing video players.
    • Sportradar is aiming to eliminate the need for second screens when sports betting.

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Sportradar is teaming up with LiveLike to create emBET, an industry-first, real-time integrated betting technology.

With the ability to plug into existing video players, emBET will combine live odds, data, insights API, advertising technology, Sportradar OTT, and AV technology to maximize wagering opportunities and betting partnerships with top sportsbook operators.

Live odds and other sports betting elements can be available onscreen to viewers, just as scores and player stats are incorporated into broadcasts.

The global sports betting industry reached $203 billion last year. Shortly after the Supreme Court legalized sports betting in 2018, the U.S. market was worth $2.4 billion.

“With the US recently clearing the 50% mark of states that have a legalized betting framework, we’re going to see more betting content naturally embedded into the sports experience,” Sportradar said.

The offering continues the company’s rapid expansion.

  • After withdrawing from discussions with SPAC sponsor Horizon to go public — valuing the company at $10 billion — Sportradar announced plans to opt for an IPO.
  • The Swiss company purchased InteractSport in May, its third acquisition in 2021 after losing exclusive NFL data rights to Genius Sports in April.

Sportradar monitors, analyzes, and delivers insights for more than 720,000 sport events across 75 sports.

“With audience consumption habits shifting dramatically, it’s more important than ever to create a dynamic viewing experience built on rich data,” said Arne Rees, Sportradar US CEO. “Doing so eliminates the need for fans to turn to second screens.”