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Oddschecker owner FairPlay Sports Media has acquired Toronto-based Quarter4, a deep-learning neural network specialised in predicting sporting outcomes.

The deal marks FairPlay’s first acquisition under its newly established brand, and “aligns with the company’s mission to transform BetTech for the advantage of worldwide consumers, publishers, and betting operators,” the company said.

Oddschecker Global Media revealed its rebrand to FairPlay Sports Media last week, and suggested the refresh was part of a drive to broaden the group’s horizons beyond the betting sector.

At the same time, the company suggested it would seek to make investments or acquisitions at the intersection of data, media and betting, with a particular focus on AI technologies.

Immediate improvements

The acquisition of Quarter4 will see FairPlay’s brands, including Oddschecker and WhoScored.com, leverage the company’s sports prediction service in combination with FairPlay’s own historical price movement data across millions of global sporting events.

The deal “will provide immediate improvements to its existing offering and shape much of its tech-led activity in the future,” FairPlay added.

Oddschecker has already been showcasing Quarter4’s prediction models to registered users over the past year, across various US sports including American football, basketball and ice hockey.

Quarter4’s predictions “furnish end users with the knowledge that further levels the sports playing field while providing another retention tool for the group’s global audience, which, in turn, will foster deeper fan engagement and digital dwell time,” FairPlay said.

Partner benefits

Further, Quarter4’s products will also be used to provide additional value to FairPlay’s existing media and publication partners including Reach plc, Gazzetta, DAZN and Forbes.

The media publishers will be able to create more engaging content for readers using the products, FairPlay said, by going beyond conventional ‘tipster’ and ‘capper’ content.

In addition, FairPlay said that betting operators will also be able to gain pricing efficiencies across complex markets such as player props and microbetting.

Quarter4’s new March Madness 2024 product will be one of the first significant benefits to hit the market, offering an AI-powered predictor tool to “one of the largest and most engaged betting audiences of the year.”

Management commentary

“The acquisition of Quarter4 is a significant milestone for our group, giving our various brands the ability to unleash our already market-leading data and tech platform with the unique insights and smarter behavioural analytic capabilities of Quarter4,” said Stuart Simms (pictured), group CEO at FairPlay Sports Media.

“Pioneering BetTech is critical to our future strategy and ambitious growth prospects, and bringing Quarter4 into the group can act as the catalyst for many new and improved product developments in the coming months and beyond.”

Quarter4 co-founder and CEO Kelly Brooks added: “Having successfully partnered with Oddschecker as a client, we’re now very excited to begin this deeply integrated working relationship that will pave the future for highly differentiated user experiences. 

“The technical synergies between the FairPlay group and Quarter4 are clear, and we’re ready to deliver more value to our various partners worldwide with the mutual advantages of this deal.”

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