THE GROUNDWORK BEFORE THE ROOF
GeniusIQ is the foundation for every new product and service being rolled out by Genius Sports. Launched in August, the next-generation sports data and AI platform delivers solutions across performance analysis, fan engagement, advertising and sports betting. Building on the supplier's data-led innovation across the world’s biggest sporting formats, including the Premier League, NFL, NBA, and WNBA, GeniusIQ is a data-agnostic tech layer that ingests and computes datasets ranging from rich tracking and play-by-play data to audience and behavioural data. Applying powerful machine learning and generative AI to large-scale data, this facilitates applications from the digitalisation of sports, AI-powered decision making, immersive, personalised viewing, through to automated storytelling and content creation.
Te more data GeniusIQ processes, the smarter its insights and predictive analytics become. GeniusIQ technology is already powering Premier League Data Zone, a collaboration between Premier League Productions, the Premier League, Football DataCo, and Genius Sports. Used by major broadcasters including NBC Sports, Sky Sports, Optus Australia, ESPN Brazil, and Canal+ France, the Data Zone viewing mode integrates rich statistics and tracking metrics into live broadcasts, enhancing fan engagement with detailed data on player performance and match dynamics.
Moreover, GeniusIQ’s integration of sports data and deep learning also powers BetVision, the world’s first immersive sports wagering platform and the subject of G3’s interview with Genius’ Chief Product Officer, Matt Fleckenstein.
IMMEDIACY, INTELLIGENCE, INTERACTIVITY
BetVision integrates live NFL streams with interactive bet slips, statistical insights, and real-time augmentations which features data-driven insights, graphic overlays, and visualisations tailored to user preferences.
“When we introduced BetVision to the industry last year there was plenty of scepticism," explains Matt. "A lot of feedback we were receiving from clients at the time was that video didn’t seem to be adding much value to customers – if anything it was something that was getting in the way of the betting experience. Fast forward to this year and it’s a radically different message.
Genius has focused on creating a next generation in-play betting experience that meets three key criteria – what Matt labels ‘Te Tree I’s'. First, the experience has got to feel immediate. “As things happen on the video stream, the rest of the betting experience from stats to tracking needs to keep up, necessitating low latency.”
Te second ‘I’ is around intelligence. “How do you make the product smart, so it knows and understands what's happening in the game? For example, if a wide receiver for the Detroit Lions makes a long catch the odds will change on the over/under for total receiving yards and a contextual notification will pop up about what's going to happen on the team’s next drive.”
Te third ‘I’ is about making BetVision as interactive as possible. “Genius Sports is uniquely situated to offer the features we've enabled on the technology. Tere is the player tracking, ball tracking - we know where everything is on the field - meaning we can turn on augmentation to highlight key players you can potentially bet on. For instance, if I highlight Brandon Aiyuk from the 49ers, I get his stats and his player prop, so I'm not just passively watching the game."
Some of these advanced features went live during the playoffs prior to the Super Bowl won by Philadelphia Eagles, stopping Kansas City Chiefs from winning an unprecedented three-peat.
"Last year there was a nervousness or hesitation about making the investment into BetVision. Now we’re being asked when football and basketball leagues will be available. It’s a different conversation entirely. I feel like we're at that fun point with the product where the fundamentals are in place so we can now focus on making it as unique an experience as possible through that interactivity which drives greater customer engagement. It’s a proven formula that a greater level of control tends to move the needle up and to the right."
Whilst there are restrictions on the numbers Matt can share on specific numbers relating to NFL, there are a couple of broad strokes he shares to indicate progress. One is feature adoption - sportsbooks are deepening the integration of BetVision into their applications. Last season, this adoption was oriented toward low latency streaming and real-time statistics. Tis season, sportsbooks have committed to integrate real-time dynamic odds for granular markets and bet slips. Tis is work they need to seriously commit to and put on their roadmap - and it's something they’re choosing to do as a priority.
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