Deltatre acquires OTT software company Massive, as growth spurt continues
By Callum Murray
Deltatre, the international sports media services company owned by Bruin Sports Capital, today announced the acquisition of Massive Interactive, the London-headquartered, award-winning OTT software company.
Deltatre said that, combined, the two companies now make up “the largest independent OTT solution provider in the world.”
The deal is understood to be worth up to $127 million in a combination of cash and earn-out.
The acquisition continues a growth spurt that began for Deltatre after its acquisition by Bruin, the international media, sports, marketing and branded lifestyle investment company founded by George Pyne, the former president of IMG Worldwide Sports and Entertainment, in 2016, paying in the region of €145 million (now $170 million)
Deltatre said that the acquisition “adds deeper operations in Asia and the South Pacific and expands the company into the entertainment industry. This will also result in new levels of innovation from the company. The deal is subject to customary approvals.”
In an exclusive interview with Sportcal Insight last month, Giampiero Rinaudo, the company's chief executive (pictured), identified over-the-top delivery of sport, which, he said, is causing “quite a disruption in the market for how rights are sold,” as a “great growth opportunity.”
He also hinted at the move into entertainment, saying that broadcasters had approached Deltatre, saying: “You sold us the most difficult thing, which is live. But we also have a kids’ channel, a movie channel: can you help us with those?”
In today’s statement, Deltatre said: “Massive’s next-generation user interface and audience engagement technology add a valuable new dimension to Deltatre as end-user-experience (UX) has become into a difference-making resource for digital media growth.
“Massive will operate as a division of Deltatre which will have 18 offices worldwide, and nearly 1000 full-time staff, at close. These pioneers in the Beyond TV movement will reach hundreds of millions via OTT network in sports, entertainment, communications, and aviation.”
Massive’s existing sports and entertainment OTT streaming clients include the BBC, Bell Media, Channel 5, Telecine/Sony Pictures Television, DR and several others. Deltatre said that ‘Axis’, Massive’s UX management console, “is a valuable addition to ‘Amplify’, Deltatre’s sophisticated OTT platform and completes the most advanced end-to-end OTT product suite for all media. Amplify is currently serving the ATP’s Tennis TV, NFL Game Pass Europe, Juventus Pass, FINA TV, and several others.”
Rinaudo said: “This shift to OTT is accelerating throughout the world, and the ability to customize individual viewing experiences and create genuine consumer engagement is vital to the movement. Massive’s next-generation user interface and audience engagement software are proven to drive ARPU. The acquisition strengthens our leadership positions and expands us both globally and into important growth areas. Massive is a brilliant company and a fine addition for Deltatre.”
Pyne added: “For a company that is already the leader in its sector with an incomparable range of world-class products, it can be a challenge to find strategic additions that enhance core strengths and accelerate growth. The move by Deltatre does exactly that. It adds another dimension to its value proposition to the sports industry and expands the company into entertainment sector which will quickly see the value of Deltatre’s three decades of game-changing media innovation.”
Massive has over 350 staff working in its London headquarters and in offices in Sydney, Prague, Singapore, Skopje, Brno, and New York. Deltatre, which is headquartered in Turin, has 11 offices around the world, 600 employees, and a variety of product lines, including streaming platforms, digital platform development (CMS), broadcast operations (virtual studios, graphics) and production technologies.
The Massive acquisition comes hard on the heels of a rebranding for Deltatre, its first in 30 years, which was on show for the first time at the recent Sportel convention in Monaco.
Asked what the thinking behind the rebrand was, a Deltatre spokesman told Sportcal: “At the heart of Deltatre is the consumer experience, and as fans ourselves we felt it was important to underscore the authenticity of the experiences we could deliver to today’s consumers in the ways they want their information. As sports and entertainment consumers, it’s important to recognise that fans have more power of choice than ever, and deliver the best experiences.”
Traditionally, Deltatre has been regarded as maintaining a low profile, with its brand name well known only within the industry, and not to the millions of sports fans around the world that have watched events that the company has had a hand in delivering to their screens (its boast is that it has been involved in broadcasting six of the 10 most-viewed TV sporting events of all time).
Was the rebranding part of an attempt to redress that balance? “It’s more a recognition that fans are investing more in the sports experience,” according to the spokesman. “They go deeper than just subscribing or tuning in. They understand who’s delivering the experience and how it’s being delivered. We recognise that. We want to be known to them, because we build the best products in the industry.”
For Sportcal Insight's in-depth interview with Rinaudo, click here.