SBC SUMMIT RIO Windsor Convention & Expo Centre, Rio de Janeiro, Brazil March 5-7, 2024
Play Anywhere Brazil: go state by state
What’s your career background?
I've been working in the sports marketing industry in Brazil and the global market for the last 20 years or so during which time I’ve worked on great events such as the Olympics and FIFA World Cup. For the last decade, I have had my own consultancy firm which, now alongside my partners, works with companies from across the US, Europe, and Asia.
One of these relationships brought the opportunity of Play Anywhere to my attention. In December last year, they presented me with the idea of Play Anywhere entering the Brazilian market. I had a conversation with Yaakov, who is one of the founders and CEO of the company, and we reached an agreement.
What’s the origin story for Play Anywhere?
Catch Media is a mother company of Play Anywhere and Warner. Tree years ago, Warner and Catch Media were discussing how interactivity is the future of broadcast discussing the potential for interactive on- screen possibilities.
Tey hired PwC, PriceWaterhouseCoopers, to conduct a series of assessments and got to this model. One of our founders is the former Vice President, VP of Innovation, Peter Scott. Peter and Yaakov ben-Yaacov, our other founder and CEO, got together and built Play Anywhere around this need for interactivity.
So that’s where we came from – one of the biggest media companies in the world to address specific needs around screen interactivity. We have the Interactive rights for LaLiga worldwide, with other leagues in the pipeline that we’re finalising contracts with.
We went fully live in Asia with these rights around three months ago and are now going live in many different countries. We have offices across the world with representatives on the ground in more than six countries.
How does the Play Anywhere platform work?
Play Anywhere is an interactive platform that enables personal experiences with interactivity linked to the context. So, if we're watching a sports match, you can do a trivia, have stats, and bet without leaving the screen.
Tis works through a button that sits on the side of the screen which doesn’t take any much space or away from the experience. Once
P142 WIRE / PULSE / INSIGHT / REPORTS
Ahead of his appearance at SBC Summit Rio on March 5-7, Fred Motta, Managing Director Play Anywhere Brazil, recommends a state by state
approach to the Brazilian market. With 26 states - plus Brasilia - and a population of over 200 million, Fred explains why a nationalised approach just won't cut it.
How does Play Anywhere’s clearinghouse work?
Fred Motta Managing Director Play Anywhere Brazil
clicked, this opens a platform comprising stats, communication possibilities, trivia, betting and even purchasing goods. Tese are all linked to the context of what you're watching without leaving the stream.
Te more data we have, the more personalised it becomes. Two people watching the same match will have a different experience based on the data we have.
For example, if you watch Real Madrid against Barcelona, a Barcelona fan will have a different experience than the Real Madrid fan. Giving the rights owner and the rights holder the opportunity to sell the same sponsorship for competitor companies. If Nike sponsors one team and Adidas sponsors the other team, both sets of fans won’t see both ads at the same time.
We don’t charge for integration, monthly fees or any other fees, but split the money. Any sponsorship, ads, and affiliation fees we sell, we collect a percentage. We have a 100 per cent shared economy with all the stakeholders. Everyone gets a percentage - from the rights holder to strategic partners and agencies who brings us clients. Te clearinghouse automatically splits the money for how many stakeholders we have on any given deal.
How close an eye are you keeping on the sports betting bill in the Senate? What could the ramifications be for the Play Anywhere platform and what it can offer sportsbooks?
A very close eye. I’ve lived in Brasilia where the federal government is for many years. I have a lot of contacts, a lot of friends there and through one of my ventures as a consultant, I have a partner that has helped write the regulation that is now being considered.
I do believe anyone who's not looking into it already or doesn’t yet have a plan to join the Brazilian market is already late. You should already be looking at Brazil and having a local partner. You should not be looking into CTRL+C, CTRL+V, to copy and paste any operations you have in Europe, US, Asia, Africa, or any other countries in Latin America.
We don’t charge for integration, monthly fees or any other fees, but split the money. Any sponsorship, ads, and affiliation fees we sell, we collect a percentage. We have a 100 per cent shared
economy with all the stakeholders. Everyone gets a percentage - from the rights holder to strategic partners and agencies who brings us clients.
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