FairPlay Sports Media, a leader in the sports media network and BetTech industry, has announced its acquisition of Quarter4 (Q4), a Toronto-based company specializing in deep-learning neural networks for sports outcome predictions and data. Founded in 2019 by Danijela Covic and Kelly Brooks, Quarter4 has established itself as a provider of unique data and content opportunities within the iGaming sector.
This acquisition marks a significant move for FairPlay Sports Media, part of Bruin Capital, as it is their first venture into expanding their portfolio. The acquisition is in line with FairPlay Sports Media’s strategic objective to revolutionize BetTech, benefiting consumers, publishers, and betting operators globally.
The integration of Q4’s state-of-the-art prediction service with FairPlay’s extensive experience in price movement data across numerous international sporting events is expected to significantly enhance the offerings of FairPlay brands. These brands include oddschecker and WhoScored.com. The acquisition promises to bring immediate enhancements to FairPlay’s current services and will play a pivotal role in shaping its technology-driven initiatives in the future.
Over the past year, FairPlay’s oddschecker brand has been utilizing Q4’s prediction models to provide its registered users with insights into various U.S. sports. Q4’s network offers distinctive perspectives across a range of betting markets, covering sports like NFL, NBA, WNBA, and NHL. These predictions aim to level the playing field for sports enthusiasts and act as a retention tool by increasing fan engagement and digital interaction.
Furthermore, FairPlay’s extensive network of media and publication partners, which includes prominent names like Reach plc, Gazzetta, DAZN, and Forbes, stands to benefit from more captivating content. This content surpasses traditional ‘tipster’ and ‘Capper’ models, offering deeper insights. Additionally, betting operators will have access to more efficient pricing strategies in complex markets, such as player props and micro-betting, thanks to this acquisition.
Stuart Simms, Group CEO at FairPlay Sports Media, said: “The acquisition of Quarter4 is a significant milestone for our group, giving our various brands the ability to unleash our already market-leading data and tech platform with the unique insights and smarter behavioural analytic capabilities of Q4.
“Pioneering BetTech is critical to our future strategy and ambitious growth prospects, and bringing Quarter4 into the group can act as the catalyst for many new and improved product developments in the coming months and beyond.”
Kelly Brooks, CEO and Co-Founder of Quarter4, said: “Having successfully partnered with oddschecker as a client, we’re now very excited to begin this deeply integrated working relationship that will pave the future for highly differentiated user experiences. The technical synergies between the FairPlay group and Quarter4 are clear, and we’re ready to deliver more value to our various partners worldwide with the mutual advantages of this deal.”
