“AI applications are nice, but it must create value and generate revenue,” says Luka. “Our customers want to see players engaged more deeply as it helps with customer retention. Operators are seeing their engagement figures growing because users are attracted by the tech and stay longer in the game.
“Te next step for Computer Vision is virtualisation where you can create a completely virtual space, which is what we have for NBA. You can observe a match from any angle, so every user gets a different experience. Te possibilities of where we can go with this are endless.”
GEN AI
It’s not just through Computer Vision and 4Sight Streaming that Sportradar is transforming sports consumption. Offering deeper insights and more interactive experiences for fans, broadcasters, and betting operators is the recently introduced “gen AI” suite of products within its ad:s multi-channel marketing service. Te tool integrates gen AI with Sportradar's live data to automate the creation of personalised, real-time audio advertisements for sportsbook and casino operators.
Te technology enables operators to efficiently generate creative content during key sporting and gaming moments, scaling their advertising efforts across podcast streaming services and internet radio
networks. Te automated adverts can dynamically update information such as odds, jackpots, and upcoming events, enhancing brand awareness and customer acquisition.
“Te gen AI features are dependent on all this deeper data and tracking. For example, we can automatically create a pre-match or post-match podcast based on the data - even to the point of using a famous person's voice. With the automatic advertising creation, we're understanding how this deep data can create value for operators looking to offer more media content without dedicating the resources of a big team to it. Trough this technology you can efficiently and effectively create such hybrid content.
“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.
“Te next big thing for us is where gen AI is going; to create a variety of content based on all the data we capture, from probabilities, predictions and enhancing streaming through to editorial content, virtual experiences, podcast creation. Our goal is it make life easier with sophisticated technologies that are accessible to everyone.”
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