Genius Sports Media, the publishing and advertising arm of Genius Sports has partnered with marketing optimisation platform OtherLevels to develop a unified, omni-channel and personalised marketing solution for betting incumbents.
The partnership will see Genius Sports Media become the exclusive distributor for direct sales of OtherLevels in-play messaging components for the betting sector.
In addition, Genius Sports Media will bolster its programmatic media buying services integrating OtherLevels mobile solutions, delivering its customers optimised contextual messaging across digital media, in-app and web-based push messaging, SMS and email.
Josh Linforth, Commercial Director of Genius Sports Media, said: “Integrating OtherLevels’ platform into our offering for customers adds a new dimension of sophistication to our suite of products and creates one, unified offering for personalised campaigns at scale. This partnership delivers the best solution in the market, with huge potential in the U.S. in particular, backed by the combined expertise of two industry leaders.”
Moving forward, both parties will collaborate by sharing their combined expertise in real-time marketing, with a view to develop further effective automated engagements.
Genius Sports and OtherLevels management underline that shared expertise will allow betting campaigns brought to life with live odds, real-time match data and historical user data.
Brendan O’Kane, OtherLevels Managing Director, said: “Partnering with Genius Sports Media enables us to jointly offer a single solution for acquisition, conversion and retention across both performance and owned media. By merging the delivery of above- and below-the-line campaigns, regardless of whether players are anonymous or known, will help marketing teams maximise the effectiveness of spend like never before.”