Sportradar has completed the acquisition of personalised messaging platform Fresh Eight, whose current operator clients include FanDuel, Entain, William Hill and LeoVegas.
The acquisition is a further boost to Sportradar’s suite of marketing services, which already includes ad:s – a platform providing highly targeted programmatic advertising for betting and gaming businesses.
Sportradar said that the Fresh Eight deal strengthens its digital marketing services platform with dynamic creative optimisation (DCO) technology in both display and paid social, enabling sportsbook operators to fully optimise their media investments.
It added that the technology also allows sports-orientated publishers to control the integration of native and personalised sport-betting content into their platforms.
Carsten Koerl (pictured), Sportradar Group CEO, 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 personalization technology to our marketing services offering.
Andrew Sharland, founder and CEO, Fresh Eight, 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 personalization 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.”
Sportradar noted that Fresh Eight has already made significant progress in the US with both tier one operators and publishers. Alongside the impressive list of operator clients, it also works with major sports publishers including ESPN, CBS Viacom and NBC Sports.