Sportradar and Optima excited for the future of sports betting services following merger

In October, it was announced that Sportradar had acquired the sports betting and gaming omnichannel platform, Optima, as the sports data and content provider sought to become a full service B2B data, betting, trading and player management platform business. G3 spoke to Paolo Personeni, Managing Director MTS at Sportradar, and Jacob Lopez, Chief Executive Officer at Optima, on Betradar’s stand at ICE to discuss the merger. We began by asking for a status update on how the integration is progressing

Paolo: Te integration is progressing to plan. Following our announcement of the acquisition in October, it was closed shortly afterwards. Tere are numerous and evident product synergies between the two companies and it really is the perfect fit in terms of a fully integrated one-stop shop solution for sports betting and e-gaming operators around the world.

Tere is a fully planned integration that was designed before the acquisition was agreed which protects and safeguards the products and services currently delivered to existing customers. Protecting our customer base is something we will always look to achieve. We will continue to offer them the products and services they receive and, ideally, entice them with new products and services as well.

Jacob: Te integration is expected to happen through a number of iterations and processes. We

us having a real impact on the market in the coming months and years ahead. We go into all the regulated markets so that in any emerging market Sportradar is going to have a platform presence ahead of time. Tis is already happening in markets such as the United States and those going to come onboard very soon.

Paolo: After long and careful consideration, we decided to enter into the partnership to have a complete portfolio of a full service B2B data, betting, trading and player management platform business. Offering a complete solution is something we have considered since we entered into the trading services market. We undertook a thorough analysis before our proposition to Optima and saw them as the best platform in the market.

Jacob Lopez, CEO at Optima, and Paolo Personeni, Managing Director MTS at Sportradar

are very pleased and, as Paolo mentioned, our interest is to make sure all the customers that are supplied by Optima do not see an effect as they are fundamental to our organisation. I have been very impressed with how the teams are interacting and how everybody is pulling together on a common proposal and ambition.

What was the rationale behind the acquisition?

Jacob: We were approached by a number of organisations and when the proposition from Sportradar came, we were in a situation where we were looking at either merging with three interested organisations or buying another organisation to provide feed and trading services from Optima. We had looked at the market strategically and saw we needed additional turnkey solutions for our operators. Te combination of Sportradar and Optima is unique in its coverage and quality of service. I anticipate

Inspired enters 2020 as powerful force across multiple gaming sectors

Brooks Pierce, Inspired Entertainment President and CEO outlines his highlights from the ICE show in London 2020

Inspired’s product portfolio has become essential for customers, and our booth was busier at this ICE than ever before. Customers raved about our hardware and their expanded gaming content, which echoed my mantra to our design teams: “Make Great Games.”

We also reinforced our Virtual Sports leadership position by launching V-Play Soccer 3 and showcased the extensive Gaming and Virtuals content that is driving our successful Interactive business.


Te benefits of the NTG acquisition that multiplied our talent, resources, game design, hardware and technology were all on display at ICE.

We showed customers how well this expanded company is working together and highlighted the product and branding strategies that are resonating with our customers—Inspired, Astra and Bell Fruit gaming content configured on a wider range of hardware, and across all our product lines.

I mentioned V-Play Soccer’s launch. Tis product sets a new standard with ultra-realistic graphics and animations, player models, stadium environments and dynamic camera angles. But it’s also the first Virtual Soccer game to provide an option to pick women's teams, and the first Virtual Soccer product to feature markets for individual goal scorers in the match.

With the proven success of our Virtual Sports, we are seeing huge demand for a complete end-to-end online virtual sportsbook product that allows operators to offer Inspired’s award-winning scheduled Virtuals without spending a lot of time and money on integration. Our V-Play Plug & Play solution is just that: simple and quick to install,

We also believe that our combined offering not only provides central key services but also great scope for innovation with data controlling all the components. We can drive the roadmap of what we want for the future across our entire portfolio.

Looking to the future, what is the roadmap going forwards?

Paolo: Tere are several things we are getting in place right now. First and foremost, as with any merger, we are focusing on processing the gradual integration of our two organisations. Investment will be key as the product has huge potential. It is already one of the best in the market and in two years will be the best by far. Te technological capabilities we now possess will result in better services as it is not just investment in an asset but also a way to develop and deliver more services.

Jacob: I think that the next two years are going to involve a lot of work increasing resources and developing our integration with the rest of Sportradar’s products. In two years, I would like to see ourselves fully integrated and first to market with Sportradar’s products through our platform. A continuous stream of innovation that can only benefit operators.

with no sportsbook integration needed.

As providers of sports betting technology and platforms realise how much Inspired’s Virtuals can complement their products, we are growing our global reach through distribution with companies like SIS, Novomatic, Intralot, and Vermantia. You’ll be seeing more new and expanded distribution deals with other major players ahead.

We were also excited to announce a new partnership with Aristocrat Technologies Europe Ltd at ICE. We signed a licensing agreement for Aristocrat game kits to be deployed on Inspired’s terminals in the video lottery market in Greece, the comma 6B market in Italy, and the B3 market in the United Kingdom. Tese are all new markets for Aristocrat, and growth areas for Inspired.

Not only did we launch new interactive content at ICE, but we were able to share a wider interactive portfolio of top-performing content, like our Maximus Soldier of Rome game, which was just nominated for the Top Performing Online Slot for the EKG Slot Awards; Rainbow Cash Pots, Elemental Beasts, Jagr's Super Slots, and Desperados Wild.

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