This article originally appeared in Sportsbook Review.
Casino giant Caesars Entertainment continues its attempt to separate itself from the sports betting provider pack with the Tuesday announcement of a deal with top-end data provider Genius Sports for access to their entire data portfolio, starting with the NFL.
“Genius Sports data feeds will support the Caesars trading and sportsbook platform by providing access to official NFL products, including official live sports data feeds,” according to a statement on Tuesday.
Data has become a cornerstone of sports betting with clients demanding more real-time statistics for their informed wagers. With those demands has come a spike in value for data, particularly the NFL. In the spring, Genius Sports won the battle for exclusive rights to NFL data and paid up to get it. The six-year distribution deal was rumored to land somewhere between $100-$250 million with the high end likely being more of a logical projection.
“We are thrilled that Caesars Entertainment has recognized our investment in official sports data as it fuels the next generation of fan experiences,” said Mark Locke, CEO at Genius Sports.
The Deal
The Caesars/Genius Sports tie-up is a win-win for both companies. Genius gains the benefit of one of/if not the most successful sportsbooks in the country to use their full suite of technology and Caesars gets to use exclusive data and products to enhance their bettors’ experience.
Genius Sports will partner with Ceasars on advertising with Genius providing technology to the betting provider. Caesars will benefit from customer acquisition and retention potential and Genius Sports will benefit from the enhanced exposure from one of the biggest online sportsbooks in the land.
“Acquiring and retaining fans now requires a broader suite of innovative and interactive engagement tools than ever before,” Mark Locke, chief executive officer at Genius Sports, said in a news release. “We are thrilled that Caesars Entertainment has recognized our investment in official sports data as it fuels the next generation of fan experiences. Our range of live sport, in-game betting products and media services will support Caesars’ acceleration of its U.S. market growth, through exciting new brand, acquisition and monetization opportunities.”