PLAYER BEHAVIOUR
How data and technology are making tennis more accessible for bettors, redefi ning the fan experience
As we head towards the Grand Slam tennis season, beginning with the French Open at Roland Garros, then into Wimbledon followed by the US Open in September, we take a look at how data and technology is helping audiences and bettors to understand the nuances of the game. By Patrick Mostboeck, Senior Vice President, Fan Engagement – Sportradar.
T
ennis as a game of patterns, momentum and marginal gains has long been one of sport’s most data-rich environments. As
artifi cial intelligence (AI) begins to unlock the sport’s deepest data, those patterns are no longer just analysed - they are being translated, visualised and powering fan engagement products. What’s changing isn’t just the volume of information available, but how it’s captured, understood and delivered. Deeper data allows for more sophisticated modelling and more accurate interpretation of in-play moments. Perhaps the most visible impact is being felt in how tennis is presented to audiences. Data, on its own, does not create engagement. It needs to be translated.
IMPROVED ACCESSIBILITY To make tennis more accessible, a shift is taking place in how the sport is visualised and experienced. Fan behaviour has changed rapidly in recent years. Attention spans are shorter, consumption is more fragmented, and engagement often happens in quick, mobile-fi rst interactions rather than extended viewing sessions.
Visualisation – from augmented streaming to automated highlights and data-led storytelling - is
MATCH WINNING VISUALS… Future of Tennis Concept Mockup
becoming the bridge between depth and simplicity. It allows fans to understand not just what is happening, but why it is happening. From a betting perspective, augmented streaming can supply faster data points which then inform and enhance fans’ in-play betting experience. Historically, 80-90% of tennis bets have been on just three markets: game, set and match. But now, deeper data is enabling engagement throughout the match and educating bettors on new insights and betting markets available, allowing them to make more knowledgeable decisions.
We can now display contextual game information and visualisations that fans may otherwise not have fully understood or even seen – such as a change in the speed of a particular
REAL WORLD IMPACT 4%
Average view time per session for 4Sight Streaming
(+3.6% increase compared to Q1)
+103%
Session increase for 4Sight Streaming compared to 2024
KEEPING CUSTOMERS CONNECTED
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Other opportunities to keep customers connected to the action wherever they are include Live Channel Online (LCO), a streaming content portfolio, offering always-on coverage. Delivering 500,000+ live events each year, LCO brings comprehensive, high-quality streaming to both web and mobile.
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Live Match Tracker (LMT) is an alternative way to bring every moment of the game to life as it happens by combining clear, intuitive visuals with advanced ball and player tracking technology. LMT is enriched with real-time match stats and head-to-head insights. In tennis, AI is no longer an emerging concept. It is already shaping how the sport is experienced. The question now is not whether to adopt it, but how to use it in a way that strengthens engagement even further. Increasingly, that is developing from reactive insight to predictive understanding of what is about to happen next.
26 MAY 2026 GIO
player’s serve or their shot tendencies in certain game situations.
This shift is propelling tennis as one of the sports where in-play betting now outpaces pre-match wagering. The unique point-by-point scoring structure makes it appealing and lends itself to the creation of micro markets. Multiple swings in games and opportunities to break create a range of events within any one match and tennis is a truly global sport with action taking place somewhere in the world most days. Using deeper data to power new products has resulted in betting operators being able to offer enhanced engagement opportunities for customers, a key differentiator, both as a way to attract and acquire new bettors but also to foster loyalty and drive further revenues. Sportradar 4Sight is one example, having been developed as part of the company’s innovative partnership with Tennis Data Innovations (TDI) for ATP Tour deep data. Graphics and overlays add multiple points of interest for fans.
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