IMG has announced the launch of a new data collection system, IMG Arena, as the global sports giant looks to expand its sports betting offering.
Part of IMG Media division, the system will provide 250 bookmakers worldwide 24/7 live streaming and on-demand virtual sports products via “Fastpath Data” feeds designed to deliver accurate information within half a second.
The move represents a significant statement of intent in a growing marketplace, currently dominated by firms such as SportRadar.
It follows this year’s landmark Supreme Court ruling in the US that will legalise sports betting across many US states.
Earlier this year, IMG grew its portfolio to include virtual sports products with investment in Leap Gaming.
The new IMG Arena offering will be led by long-term IMG employee and current senior vice president and managing director Freddie Longe, supported by a senior team that includes Max Wright and Brad van Wely.
Commenting on the launch, Longe said: “Backed by the considerable global scale, network and resource of IMG, IMG Arena will build on our existing advantages and well-developed offering to positively disrupt the market, with a strong fan-first innovation pipeline that drives incremental value to our clients and customers.
“The move to IMG Arena underlines the business’s aggressive growth plans and a desire to expand our footprint in a range of worldwide markets, including the US as the region continues to regulate.”
Speaking to igamingbusiness.com, an IMG spokesperson added: “The new name reflects the vision of the group and our aggressive growth plans. It also provides the foundations for our desire to expand our footprint in a range of worldwide markets, including the US.
“There are potentially 133 million US sports fans that are back in the game - we want to help our federation clients and sportsbook customers to deliver a best-in-class experience to each and every one of them.
IMG has had a sports betting offering since 2012. It currently processes official data for over 45,000 sports events a year across 30 countries.
The agency’s roster of rightsholders features over 40 sports federations, including ATP, MLS, Seria A, and the US Open.