FairPlay Sports Media, a global sports media network focused on data-driven insights and fan engagement, has announced the successful integration of its Quarter4 brand and AI technologies. This strategic move has led to the rebranding of the company as FairPlay AI, with its predictive and data services now being housed under the newly established FairPlay Technologies division.
Acquired in early 2024, Quarter4, known for its deep learning neural network and advanced sports forecasting engine, will be integrated across the network as FairPlay AI. This repositioning will allow the company to leverage its extensive behavioural and sporting data assets more effectively, delivering enhanced AI-powered sports insights to its growing global audience.
The new FairPlay Technologies division will serve as the backbone of the group’s data operations, managing three key engines: behavioural, pricing, and AI. This unified approach will provide a seamless pre-game and in-game experience for fans, available across both FairPlay’s own platforms and partner properties through integrated solutions.
FairPlay AI’s capabilities are already being applied to several live products, including Oddschecker’s subscription service ‘+’, which offers Expected Value projections for major sports such as NFL, NBA, NHL, and soccer. This service is set for an expanded global rollout soon.
With the enhanced predictive accuracy of its models, including features like ‘Injury Impact’, ‘Expected Value’, and ‘Trends’, FairPlay AI aims to streamline its service offerings. The company now provides SaaS and bespoke products to global betting, fantasy sports, and media brands, as well as sports teams and organizations, positioning itself as a key player in the growing sports data and technology market.
Stuart Simms, Group CEO at FairPlay Sports Media, said: “When we launched FairPlay Sports Media, a priority was to integrate our various brand’s unique data assets and technical capabilities to spread their benefits across the FairPlay network and ultimately, improve the experiences of sports fans worldwide. The launch of FairPlay Technologies is the outcome of that successful operation, and now we’re ready to more effectively share their capabilities with strategic partners on a global scale.
“Our customers now have access to a unique combination of powerful sports and behavioural data, which, when catalysed with best-in-class AI, unleash a variety of products that are proven to deliver on various engagement, revenue, and trading performance metrics related to their deployment.”
FairPlay Sports Media’s CTO, Matt Robinson, added: “It’s exciting to group all of our unique propositions underneath the umbrella of FairPlay Technologies. It builds upon our technical heritage of 25 years of odds and pricing data that has powered the industry, and ties together our strategy for building reusable technology to power all our brands and partners.
“Integrating Fairplay AI into our technology ecosystem has been the final piece in the puzzle enabling us to rocket fuel our existing technology and data to create world-class products for our customers.”
