Genius Sports Limited, the official data, technology and commercial partner, has agreed to acquire FanHub Media Holdings Pty Ltd, a developer of free-to-play games and fan engagement solutions across several jurisdictions including North America.
FanHub, founded in 2012, provides a suite of technology solutions built around three core service offerings: games, betting and social activation.
As part of the transaction, Genius Sports will also acquire FanHub’s suite of F2P games, including fantasy sports, trivia, bracket challenges, pick ’em, and polling games. These will complement its established offering to sports leagues and federations, sportsbooks, media companies and broadcasters worldwide.
FanHub works in partnership with some of the largest companies across Genius Sports’ ecosystem, including the NFL, MLB, MLS, Betway and PointsBet.
Building on Genius Sports’ official data capabilities, the business will integrate FanHub’s solutions across its media services, delivering content solutions that help drive customer activity, fan engagement, sponsor activation, and lower cost per acquisition.
The new portfolio of F2P games will also help Genius Sports to deliver tailored marketing campaigns alongside live odds, data and statistics, video highlights and messaging.
CEO Mark Locke commented: “The acquisition of FanHub will provide our sports, betting and media partners with exciting new content platforms that entirely complement our established data, video and marketing solutions.
“This transaction is expected to expand Genius Sports’ global audience and reach while accelerating the convergence of sports, betting and media to engage the modern fan.”
“We are delighted to join the Genius Sports family and excited about the potential opportunities for our clients and staff,” said Chairman of FanHub, Tim Lamb. CEO and Founder of FanHub Andrew Cronyn added: “We couldn’t imagine a more complementary partner and together we will offer an even richer fan experience, generate more engagement and offer value to our partners – and fans.”
The transaction is expected to close in the second quarter of 2021, subject to customary closing conditions. Deal terms have not been disclosed.