FairPlay Sports Media, the owner of Oddschecker, has made its first acquisition under the newly established brand by acquiring Toronto-based deep-learning firm Quarter4. The acquisition provides FairPlay with advanced sporting outcome prediction solutions, enhancing its current offerings and increasing its global appeal. Both companies expressed excitement about the acquisition, emphasizing their shared values.

FairPlay recently rebranded from Oddschecker Global Media, signaling a broader focus beyond the betting sector. The company is known for its unique betting offerings, allowing users to wager on outcomes such as the US presidential race or Kim Kardashian’s next boyfriend. The rebrand reflects a desire to expand into new areas by utilizing emerging technologies.

The company is exploring investments or acquisitions at the intersection of data, media, and betting, with a particular emphasis on AI technologies. This motivation drove the recent purchase of Quarter4. FairPlay Sports Media CEO, Stuart Simms, described the acquisition as a significant milestone that will propel the company’s market-leading data and tech platform to new heights through enhanced behavioral analytic capabilities.

By acquiring Quarter4, FairPlay’s brands, including Oddschecker and WhoScored.com, can leverage the sports prediction service offered by Quarter4, integrating it with FairPlay’s historical price movement data across millions of global sporting events. This integration is expected to immediately improve FairPlay’s existing offerings and influence its future tech-led activities.

FairPlay plans to use Quarter4’s products to provide additional value to its media and publication partners, including Reach plc, Gazzetta, DAZN, and Forbes. These partnerships will enable the creation of more engaging content beyond traditional betting content, while also providing pricing efficiencies for betting operators, particularly in complex markets like player props and micro betting.

Quarter4’s prediction models have already been introduced to Oddschecker’s registered users in previous partnerships, covering various US sports like American football, basketball, and ice hockey. Quarter4 co-founder and CEO, Kelly Brooks, expressed excitement about joining forces with FairPlay, noting the technical synergies between the two companies and their commitment to delivering value to partners worldwide.

FairPlay will immediately leverage the acquisition as it prepares to launch Quarter4’s March Madness 2024 product, offering audiences an AI-powered predictor tool to enhance engagement and retention. This event will serve as a testing ground for the combined technologies, exploring the most efficient way to utilize their synergies.

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