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BetMGM to Get Full Suite of Genius Sports Limited NFL Offerings

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A general view of the NFL logo. Stacy Revere/Getty Images/AFP

Genius Sports Limited has officially expanded it years-long relationship with Entain, the parent company of US legal sports betting Heavyweight BetMGM to include Genius Sports’ full suite of NFL offerings, including official data feeds, sportsbook content, and fan engagement solutions. Under the agreement, Genius Sports will start providing BetMGM and all of Entain’s massive family of legal sports betting brands with access to the NFL’s official play-by-play statistics, proprietary Next Gen Stats (NGS) data, and official sports betting data feed.

“Our partnership with Entain’s portfolio of leading sports betting brands and BetMGM has been central to Genius’ success for over a decade,” said Mark Locke, CEO at Genius Sports. “I’m thrilled that we are expanding our historic agreement to connect millions of sportsbook customers in the U.S. and worldwide with our premium NFL offering, powered by the highest quality official data.”

Coup for Entain

Data has become the cornerstone of sportsbook offerings around the globe. BetMGM and Entain entities will receive Genius’ full range of official sportsbook data, from sports around the world to not only strengthen their brands but also maximize the Entain customer experience.

“As a sports betting operator we rely on data and partnering with Genius Sports gives us access to one of the best in the industry,” said BetMGM’s CEO Adam Greenblatt. “Combined with our unique platform and user interface, BetMGM is primed to offer even better sports betting experience for our customers.”

Entain and BetMGM build on their status as a leading sports betting and gaming entertainment company. Entain will take their solidified relationship with Genius and apply their new, comprehensive data chops in the 27 regulated markets they currently have a strong presence in.

A Little History of Genius’ Exclusive NFL Partnership

Back in April, Genius Sports won a crucial battle with the battle for the exclusive right to distribute valuable NFL gambling data to sportsbooks. Genius, in a bit of an upset, took over from IMG Arena and early favorite Sportradar, whom the NFL already had an equity stake in. Genius Sports has a presence in 150 countries around the world and has partnered with over 400 sports organizations globally, including leagues, states, and individual teams. They have developed an elite brand that sportsbooks are craving in their pursuits of bigger market shares.

“Genius is proud and delighted to partner exclusively with the NFL to establish a new era of digital fan engagement for professional sports leagues everywhere,” Mark Locke, CEO of Genius Sports, said in a statement back in April. “Our technology leads the world in the convergence of official data, betting, streaming, and digital media and we are excited to bring our unique capabilities to the world’s.

The Ramifications

Competition within the US legal sports betting scene has made a deal for NFL data right crucial for Entain and the BetMGM brand. BetMGM has some huge aspirations within the US scene – cementing their relationship with the NFL’s official data provider was a necessary step. While BetMGM bolsters their already top-tier name, Genius Sports only heightens their status as a critical partner for sportsbooks hoping to make a name for themselves.

With the explosion of the global legal sports betting industry worldwide and the emergence of live in-game betting, the need for real-time, up-to-the-minute sports data has never been so important. That importance is only growing with new markets and new demands on sportsbooks increasing. For Entain, BetMGM, and Genius Sports, the opportunities to build their brands have hit a fever pitch, with all making the right moves to advance not only their brands but also the total betting experience for their clients around the world.