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Sportradar emBet Project | A Closer Look
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Sportradar emBet Project | A Closer Look

by Kevin KrestJune 29, 2021

Sportradar, a global leader in providing sports betting and entertainment products and services, announced the launch of emBET that enables the real-time integration of live betting information into the streaming of Over-the-Top (OTT) content. The company was established in 2001 and since then has positioned itself in the sports, media, and betting industries with a number of solutions aimed at sports leagues, media, and wagering site operators. Sportradar emBET project aims to build upon that further!

More About Sportradar emBet Project

The Sportradar emBet project integrates several different aspects of their business, including statistics, advertising, and betting odds, which can keep fans fully informed and allow them to place bets as they watch the live competition.

Sportradar embet project livelike app

Sportradar was able to partner with another leading provider of technology, Live Like, that uses its software development kit to create interactive experiences and engagement platforms.

The US CEO of Sportradar, Arne Rees commented that “With audience consumption habits shifting dramatically, it’s more important than ever to create a dynamic viewing experience built on rich data and featuring compelling content. Doing so eliminates the need for fans to turn to second screens or competing channels, while also bringing in new streams of revenue.”

“As a global supplier of sports betting services and with more than 15 years’ experience in OTT, Sportradar has the technology and expertise to deliver a significant product to help broadcasters and rights holders maximize the sports betting opportunity in the US.”

This type of product development is another example of the innovation that has been spawned by the legalization of sports betting in the United States that has taken place since the Supreme Court of the United States struck down the Professional and Amateur Sports Protection Act in 2018. Since then, 30 states have approved sports betting with mobile wagering implemented in 15 of them.

Florida, the third-largest state in the country, is looking at implementation some time by 2022 while Texas and California are still at least two years away from joining the list of states that allow legal sports betting. Companies like Sportradar will continue, with revenues from sports betting skyrocketing, to create innovative solutions to enhance spectator and wagering experiences.

More About Sportradar and Its Operations

Sportradar has operations in over 30 locations around the globe and is in partnership with a number of sports organizations, including FIFA, NBA, Major League baseball, NHL, UEFA, NASCAR and others. They also have more than 1,000 corporate clients from over 80 countries for whom they provide data insights on events from 75 sports and a total of over 720,000 events each year.


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The company added that, “Our emBET announcement is a significant industry development in this area, as the product is making it easier than ever for broadcasters/rights holders to add live betting content/data into media streams in real-time.”

“With the US recently clearing the 50% mark of states that have a legalized betting framework, we’re going to see more betting content naturally embedded into the sports experience. emBET is a key building block to facilitating this, due to ease of integration and the ability to customize.”

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About The Author
Kevin Krest
Kevin Krest is the author of the PK Frazier series of four novels and the Beyond the Commentary blog with over 500 posts about the world of sports. Kevin covers golf, football and horse racing for and holds media credentials from the USGA, PGA, LPGA and Oaklawn Park. As a media member, Kevin has attended and written in depth pieces about the U.S. Open, the U.S. Women's Open and several other LPGA and PGA Tour Champions events.