Genius Sports Set to Acquire Creative Platform Spirable

Supplier of official sports data, technology and media Genius Sports announced today it entered into a definitive agreement to acquire creative performance platform Spirable to enhance its marketing capabilities.

Highly Personalized Content Distribution

Genius Sports and Spirable did not disclose any terms of the definitive agreement for the transaction. However, it is expected to complement Genius’ existing media and advertising products and expand the company’s capabilities to engage with fans via contextually relevant and personalized content.

With the increasing convergence of sports, betting and media, personalized video advertising has become an essential requirement to attract, engage and acquire customers. We are delighted to add Spirable’s specialist capabilities to our rapidly expanding suite of fan engagement tools, combining official data feeds across hundreds of competitions with fully immersive video content.”

Mark Locke, CEO, Genius Sports

Utilizing live and contextual data, as well as artificial intelligence (AI) for the distribution of the content across digital channels, the creative performance platform allows businesses to create, automate, optimize and distribute their highly personalized content across social platforms such as Facebook, Twitter, Snapchat and YouTube.

The sports sector has always been at the pinnacle of advertising and marketing, and more than ever brands are looking to maximize their engagement with fans before, during and after events.”

Ger O’Meara, CEO, Spirable

Deepen Engagement and Lower Acquisition Costs

The software-as-a-service (SaaS) platform empowers stakeholders from a number of industries to deliver data-driven content, such as live odds for betting operators, in-game creative at key moments for brands and sponsors, personalized fan videos and dynamic ticketing for rights holders and live data video overlays and sponsor activations for broadcasters.

Over the past six years, our talented team has helped change the way brands create, scale and optimize creative to reach their customers. Together with Genius Sports, we will work to offer more valuable real-time content that will increase fan interaction and retention.”

Ger O’Meara, CEO, Spirable

Highly complementary to Genius Sports’ existing media and advertising products, Spirable will also broaden Genius’ portfolio of global brand partners with the addition of prominent names such as Spotify, Coca-Cola, P&G, Domino’s, Diageo and Heineken.

Spirable, which already established a presence on the sports and gaming scene after providing its services to some of the major players, including DraftKings, Flutter Entertainment, WynnBet, Entain, Betway and 888 Holdings, paired with Genius Sports’ official data and operational scale, will further deepen fan engagement, boost performance and lower customer acquisition costs for Genius’ clients.

The acquisition of Spirable will further boost options for gaming operators such as DraftKings, which earlier this month entered into a new supplier agreement with Genius Sports to utilize its full range of official data and fan engagement solutions.