Sports data and technology company Genius Sports has agreed to acquire FanHub, the free-to-play (F2P) games and fan engagement solutions provider. It is the data company’s first formal move since going public on the New York Stock Exchange last month.
Founded in 2012, and with operations spanning Australia, the U.K., the U.S. and Ukraine, FanHub provides technology solutions across games, betting and social activation. As part of the deal, Genius will acquire FanHub’s suite of F2P games, including fantasy sports, trivia, bracket challenges, pick’em and polling games.
In addition, Genius will integrate FanHub’s solutions across its media services, with the goal of delivering content solutions that help drive customer activity, fan engagement, sponsor activation, and lower cost per acquisition. The new portfolio of F2P games will also help Genius to deliver tailored marketing campaigns alongside live odds, data and statistics, video highlights and messaging.
Genius said the acquisition will complement its offering to sports leagues and federations, sportsbooks, media companies and broadcasters worldwide. FanHub already works in partnership with some of the largest organizations across Genius’ portfolio, including the National Football League, Major League Baseball, Major League Soccer, Betway and PointsBet.
Genius added that its network is expected to generate significant growth opportunities for FanHub through broad distribution across sports, betting and media customers.
Deal terms were not disclosed. The transaction is set to close in the second quarter of 2021, subject to customary closing conditions.
“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,” said Genius Sports chief executive Mark Locke.
“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.”
Tim Lamb, chairman of FanHub, 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.”
