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 creative performance platform developer Spirable for an undisclosed amount.

The London-headquartered firm used an official press release to detail that the arrangement will allow it to enhance its data-driven video marketing capabilities by providing personalized cross-channel technology to partners wishing to create high-performing creatives.

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Genius Sports Group Limited officially went public on the New York Stock Exchange earlier this year via a $1.5 billion merger with special purpose acquisition company (SPAC) Dmy Technology about a month before purchasing Australian free-play gmes innovator FanHub Media Holdings Proprietary Limited. The company followed up these actions by inking an agreement that is to see it supply a broad range of information from the National Football League (NFL) to American online sportsbetting behemoth DraftKings Incorporated.

Individualized ingenuity:

Mark Locke (pictured) serves as the Chief Executive Officer for Genius Sports Group Limited and he used the press release to disclose that his firm now intends to exploit the SaaS platform from Spirable so as to present partners with the ability to create, automate and optimize personalized creatives. He pronounced that this offering utilizes ‘live and contextual data and artificial intelligence to distribute content across major digital media channels’ such as Twitter, Facebook, Snapchat and YouTube.

Read a statement from Locke…

“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.”

Ample advantages:

Genius Sports Group Limited proclaimed that the combination of the SaaS platform from Spirable with its own network, sports data and operational scale is destined to create a ‘highly innovative video platform’ that will allow customers to have ‘deeper engagement, higher performance and lower acquisition costs.’ The firm divulged that its partners should soon additionally be able to display live odds across their social and in-venue channels as well as contextually relevant in-game creatives, bespoke fan videos, automated social posting and dynamic ticketing advertisements.

Target’s take:

For his part and Ger O’Meara, the London-based Chief Executive Officer for Spirable, used the press release to declare that his company already partners with well-known brands including Spotify, Coca-Cola and Heineken and now expects its purchase by Genius Sports Group Limited to be completed by the end of the year ‘subject to customary closing conditions.’

O’Meara’s statement read…

“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. 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 Group Limited, we will work to offer more valuable real-time content that will increase fan interaction and retention.”