Sports betting provider and content hub IMG ARENA in collaboration with ATP Media, the global sales, broadcast production and distribution arm of the ATP Tour, has announced the launch of a virtual tennis product.
The new contract between the two companies extends IMG ARENA’s long-standing relationship with ATP Media and represents the first time they have introduced a virtual sports service. The game is expected to help sportsbook partners fill in the void left by COVID-19 that suspended the April launch of ATP Tour.
ATP Media CEO Mark Webster indicated: “This is a landmark agreement for ATP Media at a challenging time. We are excited to be working with IMG ARENA to deliver fans around the world innovative content and new ways to enjoy their favorite tennis tournaments.
“Together we are creating a compelling, always-on product that will boost and diversify our sports betting offering, while helping to continue to further develop our international footprint.”
The first-ever officially branded virtual tennis product was produced using IMG ARENA licenced materials, and will feature ATP Masters 1000 series logos along with official tournament names to provide an authentic, fan-first experience.
In addition, the virtual tennis product adds to the increasing portfolio of virtual sports from IMG ARENA that already includes golf, motorsport, football, horse racing, speedway, greyhound racing and cycling.
IMG ARENA managing director Freddie Longe concluded: “ATP Media are one of the most progressive and forward-thinking media companies – we are delighted to partner with them to launch the world’s first officially branded virtual tennis product.
“When we invested in virtual sports specialists Leap Gaming, our vision was to create official products and unlock new revenue streams and forms of fan engagement for our clients. ATP Media share this vision and desire to evolve the way that its fans could connect with tennis.
“The result is a game-changing product that maximizes player engagement and operator returns. As with all of our virtual sports offerings, we have developed the most realistic look, feel, and betting experience.”