combines with OpenBet
Shortly before ICE London, Endeavor announced that IMG ARENA would be operating under the OpenBet banner following the
integration of the two businesses. Max Wright, Chief Commercial Officer at IMG ARENA, details the benefits and opportunities of having an end-to-end sports data, technology and content ecosystem for betting operators and rightsholders.
What does this mean from a commercial perspective?
Te plan always was when Endeavor acquired OpenBet that the combination of IMG ARENA and OpenBet would create a powerhouse in the sports data and technology sector. OpenBet is the best in breed pedigree around platforms, services, technology - everything that an operator can rely upon to deliver a world-class product.
Tey are the best in the world at doing that and have been for decades. IMG Arena offers world- class, award-winning products based upon official sports content like data, video streaming, the Event Centres.
What does this mean from a commercial perspective?
When Endeavor acquired OpenBet, the plan was always that the combination of IMG ARENA and OpenBet would create a powerhouse in the sports data and technology sector. OpenBet is the best in breed pedigree around platforms, services, technology - everything that an operator can rely upon to deliver a world-class product. Tey are the best in the world at doing that and have been for decades. IMG Arena offers world-class, award-winning products based upon sports content like data, video streaming, and our Event Centres.
Combining these two things, you have everything that you need within that value chain to service a sports federation. For example, we do a lot of work through our sports services team with on-site content production. Tat includes production of rich, live, instant data from events, but also things like player and ball tracking data, live video streaming production and tournament services. We're also providing LED boards at events, so everything that a rights holder needs to run the data and content capture portion of their ecosystem.
hard for them and be more coherent in the way in which we're bringing products to them. Tinking about customer experience as well as underlying product is a big part of our future direction. It's exciting because within the organisation we have everything within our control now to be as competitive as we can be in every single part of the content ecosystem.
Max Wright Chief Commercial Officer IMG ARENA
And then when you look back through the value chain, we're taking the content from, in the case of tennis, a court, and delivering it right through OpenBet all the way to the customer at the other end.
Every stop on that journey from content normalisation within our data centres to productisation is through IMG ARENA and then OpenBet manages the taking and placing of bets within risk management systems and the sportsbook software itself. We have everything that an operator needs either as a fully managed product via our managed trading services or as a modular component of any part of that ecosystem as well.
Tere isn't a part of the value chain where we don't either lead or play a very competitive position within. Tat's attractive for our rightsholder partners and for our betting operators, because it means that we can work
Over the last two years, how did you link those parts of the value chain since the announcement?
By operating in the same ecosystem, there's naturally similarities between the two businesses and there are areas where there has already been natural collaboration. A great example of that would be the trading system product where you have IMG ARENA’s content and OpenBet’s technology to build a trading system which is effectively a content aggregation system.
Te pain point within our sector, particularly on the content side, has always been integration. How do you prioritise new products that come into your plans in a way that means you can do a month or a couple of months’ worth of development work quickly and nimbly without disrupting your upcoming roadmap for the year? Tat's the mindset behind the trading system.
Once integrated, you can access every single sport and competition for which IMG ARENA provides data and content services from. You can access odds and trading from all of that, as well as bet builder services from SportCast, our Event Centres and live streaming. It provides a single
There isn't a part of the value chain where we don't either lead or play a very competitive position within. That's attractive for our rightsholder partners and for our betting operators, because it means that we can work hard for them and be more coherent in the way in which we're bringing products to them.
NEWSWIRE / INTERACTIVE / MARKET DATA P87
Endeavor Ecosystem: IMG ARENA
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