With Computer Vision we have reached a level of maturity where now it's about scaling to the right sports, trying to make sure we have consistent deep data across our
portfolio so that our products offer a similar experience. We don't want the depth of data to be wildly different in scope from one sport to the next.
Sportradar A New Way to Consumer Sports
Exhibiting the advancements being made in its Computer Vision and AI technology suite, Sportradar upped the ante at ICE 2025 with 3x3 basketball matches live on the stand. The level of complexity is on a different scale to the then-impressive table tennis demo at the ExCeL two years ago, demonstrative of how sophisticated the new technology has become in a relatively short span of time.
LUKA PATAKY Senior Vice President of Automated Content, Sportradar
Crammed cheek by jowl on the booth watching a match take place, one screen shows a real-time technical visualisation of the action, whilst a second screen demonstrates the capabilities of Sportradar's 4Sight Streaming technology. Integrating AI and machine learning with Computer Vision, 4Sight generates real-time 3D animations and graphics of the players. At the end of each match, 4Sight creates a match narrative using different metrics such as shot positions that are divided into successful and unsuccessful.
As basketball shoes squeak on the court in front of us, G3 speaks to the man responsible for leading the implementation of AI and computer vision technologies within Sportradar’s vast portfolio of products and services. Luka Pataky, Senior Vice President of Automated Content, explains how the technology engages users ultimately driving increased betting activity.
SLAM DUNK
Since those live table tennis demonstrations, Sportradar's Computer Vision has been rolled out across various sports, including tennis and basketball. In partnership with the NBA, they launched the Virtualised Live Match Tracker, using computer vision technology to capture data, which is transformed into 3D visualisations in real-time, offering customisable viewing angles and immersive experiences for fans.
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“Table tennis was a good starting point, and we brought a lot of products to market at that time. It was important from a validation standpoint, and it proved a lot of internal hypotheses, making it easier to take the technology to more popular sports such as basketball and tennis. You have to start somewhere, you invest, you see how it works and then you scale it. Tis is what has happened over the last two years.
“It’s important to note that everything which happens here is also fed into other products. All the streaming products that we offer are interconnected. From where we stand right now, you can see the whole life cycle right from point of collecting the data and steam through to the actual delivery to customers in real-time. Latency is measured in just a couple of seconds, which is impressive. It's collected here, processed in the cloud, brought back here, and delivered in that time.”
Luka explains how the speed and depth of data enables a micro betting option on the basketball match being played in front of us whereby there is a four-five second window after every basket that punters can place a bet on who will score next. A fast-paced engagement tool, the statistics and micro betting options on offer provide additional value in cementing engagement. At previous exhibitions. operators would appreciate the technology powering Computer Vision but question how – in numbers and metrics – it benefits the bottom line. Now, the value proposition isn’t in doubt.
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