As in-game live betting markets expand, so do the technology and marketing opportunities.
On Tuesday, Sportradar and the NBA announced “emBET” is coming to the pro basketball league’s live and on-demand streaming service. Through Sportradar’s partnership with digital engagement specialist LiveLike, NBA League Pass users will be able to quickly make in-game wagers through FanDuel and DraftKings.
The tech company’s "emBET" works in legal sports betting states and gives NBA League Pass viewers who opt in for live betting options during games. Once a selection is made, an embedded link takes the bettor directly to FanDuel or DraftKings, the NBA’s sports betting partner, for the wager to be placed.
“emBET is an exciting innovation for NBA fans, making in-play betting more engaging and immersive,” said Patrick Mostboeck, Sportradar Senior Vice President of Audiovisual. “Through our exclusive partnership with the NBA, we’re committed to develop next-generation, value-added products and services, like emBET, to drive fan and bettor engagement.”
Customized viewing
Sportradar believes emBET will retain users by giving them advanced team and player insights, polls, voting, and trivia widgets. Because of its partnership with the NBA, Sportradar also has exclusive optical-tracking data access that will help this innovation develop.
Sportradar first introduced emBET in 2021 as a way to help sportsbooks and streaming services connect and keep viewers from having to switch screens to place wagers. With in-game betting becoming an incredibly popular wagering method, Sportradar’s technology could help change the way NBA fans experience live games.
“Integrating emBET is consistent with the NBA’s vision to create hyper-personalized and customized viewing experiences within NBA games,” said Scott Kaufman-Ross, NBA Executive Vice President of Media and Gaming. “For NBA fans who want to wager on our games during live action, they can now elect to receive contextualized betting information directly on NBA League Pass.”
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