British digital sports content, technology and integrity services provider Genius Sports Group Limited has announced the signing of a deal that is to see it purchase Australian free-play games innovator FanHub Media Holdings Proprietary Limited.
The London-headquartered firm used an official Monday press release to declare that the acquisition for an undisclosed amount will allow it ‘to increase fan engagement and customer retention’ by diversifying its technology platform and ‘direct-to-fan engagement capabilities’.
Genius Sports Group Limited officially went public on the New York Stock Exchange early last month via a $1.5 billion merger with special purpose acquisition company (SPAC) Dmy Technology and stated that the move for FanHub Media Holdings Proprietary Limited is to moreover give it the ability to present sports fans around the globe including in the important markets of the United Kingdom, Australia and the United States with ‘a more personalized user experience’.
Mark Locke serves as the Chief Executive Officer for Genius Sports Group Limited and he used the press release to proclaim that the transaction is expected to become official before the end of June ‘subject to customary closing conditions’ and involve his company acquiring the full suite of for-fun trivia, fantasy sports, bracket, polling and pick ‘em games offered by FanHub Media Holdings Proprietary Limited. He disclosed that these are destined to assist his firm in delivering ‘tailored marketing campaigns alongside live odds, rich data and statistics, video highlights and messaging’.
Read a statement from Locke…
“The acquisition of FanHub Media Holdings Proprietary Limited will provide our sports, betting and media partners with exciting new content platforms that entirely complement our established data, video and marketing solutions. This transaction is expected to expand our global audience and reach while accelerating the convergence of sports, betting and media to engage the modern fan.”
Established in 2012, FanHub Media Holdings Proprietary Limited already offers its innovations to some of the world’s most prominent online sportsbook operators including the likes of Super Group Holding Company Limited and PointsBet Holdings Proprietary Limited. The Melbourne-headquartered entity also has partnerships in place with the National Football League (NFL), Major League Soccer (MLS) and Major League Baseball (MLB) sports organizations and markets its services as a way to help enterprises attract, retain and engage customers.
The Chief Executive Officer for FanHub Media Holdings Proprietary Limited, Andrew Cronyn, pronounced that he cannot ‘imagine a more complementary partner’ for his firm to work with than Genius Sports Group Limited and that the pair are to now work towards offering ‘an even richer fan experience’ that will ‘generate more engagement and offer value to our partners and fans’.