Tennis’ ATP Tour will launch its first virtual sports product after expanding its longstanding partnership with IMG ARENA – the sports betting innovation studio and content hub of global sports publishing group IMG.
The sport’s first officially branded virtual sports product features logos from the ATP Masters 1000 series and official tournament names. It has been designed to deliver players the most authentic ‘fan-first’ experience.
Branded as ‘ATP 1000 Virtual Tennis’, IMG ARENA will make its new virtual sports product available to sportsbook partners from the start of April.
Mark Webster, CEO of ATP Media, said: “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 favourite 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 product launch sees IMG ARENA expand its catalogue of virtual sports content which includes golf, motorsport, football, horse racing, speedway and cycling.
Freddie Longe, Managing Director at IMG ARENA, added: “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 maximises player engagement and operator returns. As with all of our virtual sports offerings, we have developed the most realistic look, feel, and betting experience.”