Genius Sports acquires Spirable in deal to improve marketing capabilities
The two companies will produce content for Facebook, Twitter, YouTube and Snapchat.
Genius Sports has today announced the acquisition of Spirable, a creative performance platform. While the details of the agreement are yet to be disclosed, Spirable will aid the sports data and betting platform to create, automate and optimize highly personalized content.
Spirable’s at-scale offering uses live and contextual data and AI to distribute content across the internet’s most used platforms including Facebook, Twitter, YouTube and Snapchat.
Using its platform, Spirable enables advertisers to deliver targeted advertising across sectors such as betting, sponsors and broadcasting.
Genius Sports hopes that the combination of its official sports data, network and platform will complement Spirable’s offering and result in deeper engagement, higher performance, and lower cost of acquisition for partners.
“With the increasing convergence of sports, betting and media, personalized video advertising has become an essential requirement to attract, engage and acquire customers,” said Mark Locke, CEO of Genius Sports.
“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.”
The deal will also aim to broaden Genius’ global brand network, adding companies like Coca-Cola, Spotify, Heineken and Dominos. Spirable has also worked with well established gaming organizations including DraftKings, WynnBET, Entain and Flutter.
“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,” added Ger O’Meara, CEO of Spirable.
“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.”
Genius Sports currently has over 400 partnerships with sports brands and leagues including the NFL, EPL, NASCAR and the PGA.
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