FairPlay Sports Media, the owner of Oddschecker, has completed its first acquisition under the newly established brand by acquiring Toronto-based deep-learning firm Quarter4. This acquisition provides FairPlay with cutting-edge sporting outcome prediction solutions, enhancing its current offerings and making its products more attractive globally. Both companies expressed excitement about the acquisition, emphasizing their shared values.
FairPlay recently rebranded from Oddschecker Global Media, reflecting its broader focus beyond the betting sector. The company is known for its unconventional betting offerings, allowing users to wager on outcomes such as the US presidential race or Kim Kardashian’s next boyfriend. The rebrand signifies a desire to expand beyond the betting sector by utilizing emerging technologies.
The company is looking to explore investments or acquisitions at the intersection of data, media, and betting, particularly emphasizing AI technologies. This motivation led to the acquisition of Quarter4. FairPlay Sports Media CEO, Stuart Simms, noted that this move represents a significant milestone, propelling the company’s market-leading data and tech platform to new heights through enhanced behavioral analytics capabilities.
Bringing Quarter4 into the group is expected to act as the catalyst for new and improved product developments in the coming months and beyond, according to Stuart Simms.
The acquisition of Quarter4 allows FairPlay’s brands, including Oddschecker and WhoScored.com, to leverage the sports prediction service offered by Quarter4, combining it with FairPlay’s historical price movement data across millions of global sporting events. This integration is expected to immediately improve FairPlay’s existing offerings and influence its future tech-led activities.
FairPlay plans to use Quarter4’s products to provide additional value to its media and publication partners, including Reach plc, Gazzetta, DAZN, and Forbes. These media publishers are expected to create more engaging content for their readers, beyond traditional ‘tipster’ and ‘capper’ content. Betting operators are also set to gain pricing efficiencies, particularly in complex markets like player props and micro betting.
Quarter4’s prediction models have already been introduced to Oddschecker’s registered users in previous partnerships, covering various US sports like American football, basketball, and ice hockey. Quarter4 co-founder and CEO, Kelly Brooks, expressed excitement about joining forces with FairPlay to provide industry-leading user experiences.
FairPlay will immediately leverage this new acquisition as it prepares to launch Quarter4’s March Madness 2024 product. This offering will give audiences a state-of-the-art AI-powered predictor tool, bolstering engagement and retention. The event will serve as the perfect testing ground for the two companies’ combined technologies, exploring the most efficient way to utilize their synergies.