Genius Sports continues M&A roadmap with Spirable purchase
Data giant adds marketing platform to stable as it looks to strengthen grip on sports betting and media landscape
Genius Sports has moved to acquire data-driven video marketing platform Spirable as it looks to expand its sports ecosystem reach.
The Spirable platform allows advertisers to deliver data, video and AI-led content via digital media channels across verticals including betting, sponsorship and broadcasting.
Spirable already works with industry powerhouses in the shape of DraftKings, Flutter Entertainment and Entain.
The financial details of the agreement have not been disclosed while Genius Sports confirmed it expected the merger to be finalised in H2 2021, subject to customary closing conditions.
Mark Locke, Genius Sports CEO, said: “With the increasing convergence of sports, betting and media, personalised 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,” he added.
Ger O’Meara, Spirable CEO, commented: “The sports sector has always been at the pinnacle of advertising and marketing, and more than ever brands are looking to maximise their engagement with fans before, during and after events.
“Together with Genius Sports, we will work to offer more valuable real-time content that will increase fan interaction and retention.”
The acquisition of Spirable follows Genius’ active M&A roadmap in May 2021 which saw the data giant purchase data tracking provider Second Spectrum for $200m and free-to-play (F2P) gaming, betting and social media firm FanHub for an undisclosed amount.