Sportradar created emBET in partnership with LiveLike, a leading technology company that transforms passive audiences into engaged communities through interactive experiences and gamification features available via its flexible software development kit. Broadcasters’ direct-to-consumer channels evolve into revenue generating platforms with emBET by optimizing the integration of betting operator partnerships; in the process, this allows them to directly benefit from the growing US sports betting market. Likewise, emBET promotes additional wagering opportunities and more effective manners of customer acquisition and retention for betting companies who are featured within the application.

Sportradar U.S. CEO Arne Rees said: “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.”

An additional benefit of emBET is its ease of integration. emBET was designed to be customizable, in order to address the habits and behaviours of particular viewing audiences. It is also extremely configurable, allowing emBET to seamlessly plug into existing video players, resulting in the ability to get it up and running quickly and smoothly.