In the fast-paced world of online sports betting, data is absolutely everything.
And now, DraftKings (NASDAQ: DKNG) has struck up an agreement that could give it all the data it will ever need to dominate the U.S. market.
What’s going on with DraftKings?
Yesterday, DraftKings unveiled that it had entered into an official partnership with sports logistics firm Genius Sports, giving it exclusive access to Genius’ NFL data. Ahead of the impending NFL season, this allows DraftKings to completely bolster its own sportsbook data for the country’s most-watched sport in the U.S.
According to the company’s press release:
“DraftKings will leverage Genius Sports’ unique technology to help power immersive and personalized live experiences for millions of fans.”
For context, this will give DraftKings access to Genius’ live video feeds from over 170,000 sporting events per year and fan retention services like marketing tech to lure customers. In doing so, DraftKings essentially gets the first pick for buying advertisement space at pivotal moments of live sporting events; thus, luring potential customers.
Aside from the massive advertising boost, the endless train of sports data will be essential to DraftKings’ expansion plans in the online betting space. In the NFL, for example, DraftKings can now access Genius’ real-time official play-by-play statistics and add them to their official sports betting feed.
Potentially, every down, yellow flag, interception, sack, and much more, could be included in exclusive betting deals, complete with the data needed to properly price odds.
It’s not just the NFL either, as the deal also gives DraftKings exclusive access to secure, authorized, and official data from other sporting organizations such as the English Premier League, Liga MX, NASCAR, and much more.
With hundreds of new competitions at its disposal, DraftKings has further reinforced its position as a provider of world-leading live betting products.
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