partnered with tech company Coursetrack to provide in-race timing data – such as a race clock, leader ’s speed and distance to finish. Horses carry lightweight GPS trackers inside their saddlecloths, sending low-latency GPS data directly to RMG’s production centre via mobile networks. This system doesn’t require antenna installations on the courses. RMG deputy director of broadcast, Lindsay Davidson, says: “The timing data is presented via our on-screen graphics and are a godsend for real-time insight and post-race analysis.” It’s the visualisation of the data – the graphics – that is another key to unlocking more live gamblers. According to Stats Perform chief product and marketing officer, Nancy Hensley, leveraging sophisticated data into something more consumable for viewers is a constant challenge for technologists. “We keep asking ourselves: ‘How do you create the right visual?’ For fans of live sports, the information on-screen – to help them get more enjoyment, or help them place a bet – has to make sense.” Hensley says the craving for artificial intelligence data and speedier live information is also growing increasingly. Stats Perform has a separate product incubator, as well as a models factory, building AI and algorithms to provide solutions. “AI predictions of games and player performance in events have long been helping TV analysts tell stories,” she reveals. “Now, it’s about using AI to increase fan engagement. However, what we show fans can’t be super complex for on-screen broadcasts or on social media – it has to be consumable and available live at the perfect moment in the game or match. That’s not an easy task, but the power still lies in the data.” THE CRAVING FOR AI DATA AND SPEEDIER LIVE INFO IS GROWING INCREASINGLY
overlays, but there is no expectation of betting directly through the TV. “It’s almost a non-existent opportunity,” says Cockerill. “Sky Bet offered this about ten years ago, but decommissioned it in favour of mobile phone apps. Even with the advent of smart televisions, there’s almost no benefit to betting on the TV – you can watch the match while seamlessly using a dedicated app on another screen.” PLAYING THE NUMBERS While new-generation streamers might hope for next-gen technology accommodating niche audiences, the big money is still on the larger media players, like NBC Sports and ESPN – leading tech innovators in partnership with major sports leagues. In April, ESPN offered its first betting-focused broadcast for an NBA basketball game. Streaming sites ESPN+ and ESPN2 carried the network’s Daily Wager Special – a pre-game show that included the commentators’ predictions, and a half- time broadcast that hosted a discussion of graded bets and second-half betting preview. This followed an even simpler innovation: fans streaming only the crucial final quarter of games on the NBA’s own website, a move aimed mostly at gamblers. Some niche broadcasters and their data partners are also pushing out more data-rich content. Racecourse Media Group (RMG) in the UK recently
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