Sportradar Management Ltd has purchased Fresh Eight Ltd, an operator with a direct communications app in the global betting and gaming marketplace, from Sportradar, a distributor of sports betting and entertainment products and services.
In the United States, Fresh Eight has made considerable strides for both tier one operators and publishers. FanDuel, Entain, William Hill, and LeoVegas are among the current operator customers, as are major sports broadcasters ESPN, CBS Viacom, NBC Sports, and News UK.
DCO personalisation technology
Sportradar said the acquisition would boost its digital marketing services offering by adding DCO personalisation technologies to both display and paying social, allowing sportsbook operators to get the most out of their advertising spend. Sports-focused publishers will also use the technology to monitor the introduction of native and customised sport-betting content into their sites.
Sportradar’s current ad:s network, which offers extremely tailored programmatic advertisement capabilities to a large range of betting and gaming companies, will be enhanced by the deal.
The newly merged offering would expand the ad:s platform’s marketing channel access while also improving its total value quality proposition, which will be based on lower operator CPAs, higher ROAS, and major work-flow enhancements.
Significant media investment
In particular, it will allow ad:s consumers to profit from the same data-driven personalization within the increasingly critical paying social channel, where substantial media investment is now being concentrated, in addition to improving the platform’s display channel capabilities.
Sportradar Group CEO Carsten Koerl said: “We have developed ad:s into a substantial business for Sportradar with its platform offering and a significant portfolio of sportsbook clients. But the market doesn’t stand still, and we must continually innovate and grow.
“The acquisition of Fresh Eight will accelerate that growth, as we add this personalisation technology to our marketing services offering.”
Fresh Eight’s founder and CEO, Andrew Sharland, said: “We founded the business with the ambition to substantially improve advertising efficiency and returns for the world’s leading gambling operators and media groups. Today we partner with some of the industry’s biggest brands in Europe and the US.
“Data is the core DNA of both companies with a shared vision of how intelligence and automation can transform marketing efforts in the betting and gaming vertical.
“The combination of Fresh Eight’s machine decisioned personalisation tools and Sportradar’s proprietary marketing technology and access to real time sports and pricing data presents customers with a compelling digital marketing offering. I’m looking forward to working with Sportradar.”