Sportradar Launches New AI Advertising Service

Sports betting data provider Sportradar said it’s rolling out a new artificial intelligence-based (AI) audio advertising platform for casino and sportsbook clients.

The new generative AI offering complements the Swiss company’s broader multichannel marketing service. Gaming companies, including sportsbook operators, can leverage the new Sportradar offering to create customized advertisements during live games that could be relevant to bettors and potentially stoke increased handle.

Gen AI audio provides operators with a ready-to-use audio marketing solution, allowing them to generate creative content during key sporting and gaming moments to efficiently scale advertising efforts into podcast streaming services and internet radio networks,” according to a statement issued by Sportradar.

The company has an and provides data on more than 80 sports across 150 leagues in 120 countries, including some of the largest sports leagues in North America.

Sportradar’s AI-based advertising offering arrives as more data providers are leveraging the technology to bolster their slate of client offerings.

Earlier this year, rival Genius Sports announced an agreement with Elon Musk’s X to that are relevant to specific conversations and trending topics on the social media platform. Sportradar is also offering increased levels of AI-driven customization that could be appealing to gaming industry clients.

“AI-generated audio adverts are the latest addition to Sportradar’s comprehensive, industry-leading, end-to-end marketing services, driving brand awareness, acquisition and retention across channels including programmatic display, video, audio, digital-out-of-home (DOOH), paid social media, paid search, sponsorships and affiliate marketing,” added Sportradar in the statement.

The company has previously leveraged AI as part of its with the NBA, using the technology and machine learning models to enhance bettor and fan engagement.

While AI is still in its early innings and many issues need to be smoothed out before broader adoption can be realized, gen AI is relatively advanced, and is the most readily available and embraced form of the technology.

Gen AI has helped adopters across a variety of industries, including gaming, to realize content-creating efficiencies, particularly when it comes to audio, images, and video.  For sportsbook operators, gen AI could prove fruitful because data confirms that bettors are increasingly turning to audio content.

“Sports fans and bettors are increasingly consuming audio content, with listenership increasing by over 1000% in the past seven years,” said Sportadar Marketing Senior Vice President Niki Beier in the press release. “To deliver maximum marketing efficiency, we’re providing a sophisticated yet simple-to-use solution to sportsbook and casino operators. Through our gen AI technology, we’re making it easy for clients to integrate audio adverts into their acquisition and branding campaigns, to reach more customers with real-time relevant audio messages, without the need for creative teams or a high production budget.”