Genius has been the NFL's official distributor of data and play-by-play statistics since April 2021, but this new part of the deal will allow bet365, Bet99, and Toronto-based Rivalry to apply its Watch & Bet sportsbook tech to enhance the overall legal sports betting experience and engagement of Ontario customers.
The company's proprietary Watch & Bet data and odds delivery system will see the company combine its performance analysis and oddsmaking/data delivery tech with live streams of NFL matches. Access to these expanded data feeds will allow the sportsbooks' customers to watch, bet, and track their wagers on NFL games while being fed statistics, odds, and other information provided by Genius via its state-of-the-art AI technology.
"We are delighted that the NFL has broadened its partnership with Genius Sports to become the exclusive provider of official data and live streaming content for sportsbooks across Canada," said Mark Locke, CEO of Genius Sports. "We connect the global sports ecosystem through cutting-edge data technology, and our official solutions will help bet365, Bet99, and Rivalry to thrive in the newly legalized Canadian market."
NFL betting is the largest segment of the mobile sports betting industry in North America and the primary revenue driver of all major sportsbooks.
According to a study by the American Gaming Association (AGA) in September, it is estimated that about 47 million adult Americans will wager on NFL games this season — approximately 18% of the entire U.S. population. Most of these wagers will be placed via mobile apps, with 49% of American bettors forecast to bet online as compared to only 23% placing wagers in-person at a retail sportsbook.
Looking for an edge in Ontario
The three sportsbooks are merely the latest gaming companies seeking to gain market share in specific territories by providing customers with real-time odds, single bet and parlay options, and enhanced in-game wagering offers. Ontario, Canada's most populous province, is no exception to that process.
UK-based bet365 had been running in Ontario for several years as a "grey market" operator but launched into the province's regulated iGaming market following the legalization of sports betting in the province in April. Both bet365 's sports betting and online casino are available in Ontario, and this latest partnership now gives bet365 the same live streaming capacity in Ontario that it offers in the UK — where it provides a dedicated live stream of Premier League matches, as well as separate streams of other top European sporting events.
Bet99 is owned by a Swiss holding company but primarily operates in Ontario. It officially launched in Ontario's regulated iGaming market at the end of October, getting ahead of the province's crackdown on grey area operators. Bet99 first launched in Ontario's grey market in 2020 and has gained important brand recognition by striking partnerships with well-known Canadian athletes such as former UFC champion Georges St-Pierre and Toronto Maple Leafs star Auston Matthews.
Rivalry Corp. is based in Toronto and is the sole owner of Rivalry Limited, a sports betting and media property that has established itself as a strong operator for both Ontario NFL bettors and esports betting.
During Q2 2022, Rivalry reported that 90% of its sportsbook handle was driven by esports, powered by a user base that sees 82% of its customers under the age of 30.
Rivalry was also among the operators to launch in Ontario's regulated iGaming market on Day 1 and considers the province to be one of the most valuable betting markets per capita in the world.
"We do things differently at Rivalry. We are aiming to be the sportsbook for the next generation through engaging content and innovative experiences that entertain and create loyal fans of Rivalry who come back for more," Rivalry Co-Founder and CEO Steven Salz said back in April. "To launch in our home market feels like a dream come true, and a very significant milestone in our creation of a leading global brand."