Sports data technology business Genius Sports has agreed to acquire free-to-play games and fan engagement solutions business FanHub Media Holdings.
Terms of the deal were not disclosed, but it was confirmed that Genius will also purchase FanHub’s suite of free-to-play games including fantasy sports, trivia, bracket challenges, pick ’em, and polling games.
Founded in 2012, FanHub provides technology solutions built around its three core service offerings of games, betting and social activation, operating across Australia, the UK, US and Ukraine.
FanHub has partnerships in place with a number of leading sports properties such as US major sports leagues the National Football League, Major League Baseball and Major League Soccer, as well as gambling operators including Betway and PointsBet.
Genius will integrate FanHub’s solutions across its media services, content solutions that it said will help drive customer activity, fan engagement, sponsor activation and lower cost per acquisition.
In addition Genius said the new free-to-play games portfolio will help it to deliver tailored marketing campaigns alongside live odds, rich data and statistics, video highlights and messaging.
Subject to customary closing conditions, the deal is expected to close before the end of the current quarter.
“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,” Genius Sports chief executive Mark Locke said.
“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.”
FanHub founder, chairman and chief executive Tim Lamb added: “We are delighted to join the Genius Sports family and excited about the potential opportunities for our clients and staff.
“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 agreement comes after Genius last month announced the completion of its anticipated business combination with special acquisition company dMY Technology Group Inc. II.
The deal saw Genius begin trading on the New York Stock Exchange under the ticker symbol GENI and its warrants as GENI WS. The business went public with a valuation of $1.50bn.