Sportradar, the international sports data intelligence and digital content service provider, has launched a new product that integrates live betting content into OTT streaming content in real-time.

The company claims emBET, combines data, odds, insights and advertising in one place to keep sports fans engaged with content for longer by providing the latest betting information and allowing them to place bets with operators during the live competition they are watching.

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The first-of-its-kind product is primarily intended to help drive activity in the developing US sports betting market.

Sportradar created emBET in partnership with LiveLike, a technology company that specialises in increasing engagement among audiences through interactive experiences and gamification features.

It is claimed emBET will help broadcasters generate revenue from direct-to-consumer channels by optimising the integration of betting operator partnerships and promote additional wagering opportunities and more effective methods of customer acquisition and retention for betting companies.

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Sportradar US chief executive Arne Rees said today: “With audience consumption habits shifting dramatically, it’s more important than ever to create a dynamic viewing experience built on rich data and featuring compelling content. Doing so eliminates the need for fans to turn to second screens or competing channels, while also bringing in new streams of revenue.

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“As a global supplier of sports betting services and with more than 15 years’ experience in OTT, Sportradar has the technology and expertise to deliver a significant product to help broadcasters and rights holders maximize the sports betting opportunity in the US.”