Operators like Betway and Bet365 are part of Genius Sports, which has announced the release of interactive free-to-play games.
Weekly and matchday games, tournament games, and daily retention games will all be part of Genius IBIA Genius' free-to-play offering. Goals like launching a sportsbook brand and providing targeted daily player interaction are what these are aiming to achieve.
In addition to gamification strategy planning and custom game development, Genius will provide operators with free-to-play solutions tailored to their specific goals.
Genius is also assisting operators in attracting players from free-to-play games to their sportsbook through the integration of their advertising tools. In its advertising area, Genius will help operators measure the impact of paid media by using advanced analytics and reporting.
The goal of Genius is to help operators increase client acquisition and loyalty.
Operators will be able to increase client acquisition and loyalty with the help of the provider's new offerings. According to Josh Linforth, chief revenue officer of Genius: "Our new suite of games provides betting operators with incredible value across the full player lifecycle, from encouraging users to register for an account to giving them a compelling reason to return and then converting them back to bet."
"Our proven gamification solutions are a great way to grow our partnerships with the 300+ betting operators with whom we already work."
Revamping Genius's Approach Following a Mixed FY2023 Performance in Sports
Despite increases in revenue and adjusted EBITDA, genius sports recorded a net loss of $85.5 million for FY 2023.
The announcement of Genius' mixed 2023 financial year performance prompted the company to enter the free-to-play vertical.
In 2023, the company's revenue grew by 21%. For the year, it surpassed Genius' previous forecast of $391 million, reaching $413 million (£324.5 million/€379.3 million).
Two of Genius's operational areas saw significant improvements, which contributed to the increase in revenue. The gambling technology, content, and services section of Genius's business, which contributed $274.2 million to the overall revenue, had a 31.1% increase.
Additionally, adjusted EBITDA increased by 239.3 percent year over year, reaching $53.3 million. This surpassed the initial forecast of $41 million once more.
Even though revenue and adjusted EBITDA both increased, Genius still lost $85.5 million. Nevertheless, Genius praised "improved underlying performance" and this was far better than the $181.6 million deficit that had been disclosed the previous year.
Extension of Genius's Premier League data arrangement imminent
The planned extension of Genius Sports' dataco agreement would extend until 2029.
The English Premier League (EPL) data rights holder, Football DataCo, has picked Genius as the winning bidder to prolong their official betting data collaboration, as Genius also announced earlier this week.
In addition to the Scottish Premiership and all leagues supervised by the Scottish Professional Football League (SPFL), the transfer also includes the rights to data from the English Football League (EFL), which includes the Championship, League One, and League Two.
In an effort to close the contract, the provider has begun an exclusive negotiating window with DataCo. This new agreement would keep Genius Sports from ceasing distribution of data from more than four thousand UK football matches per season until the year 2029.
