A listed US giant has acquired London start-up FanHub. 

Genius Sports said the acquisition of the fast-growing gaming technology platform diversifies its direct-to-fan engagement capabilities. 

Genius Sports is the official data, technology and commercial partner that powers the ecosystem connecting sports, betting and media. 

FanHub, founded in 2012, provides a suite of technology solutions built around three core service offerings: games, betting and social activation. As a global leader in F2P, collectively the FanHub services have become a core feature for gaming operators to engage and retain customers.  

FanHub’s operations span the UK, Australia, the US and Ukraine. 

As part of the transaction, Genius Sports will also acquire FanHub’s suite of F2P games, including fantasy sports, trivia, bracket challenges, pick ‘em, and polling games. These will complement Genius Sports’ established offering to sports leagues and federations, sportsbooks, media companies and broadcasters worldwide.  

FanHub works in partnership with some of the largest companies across Genius Sports’ ecosystem, including the NFL, MLB, MLS, Betway and PointsBet. 

Building on Genius Sports’ official data capabilities, the business will integrate FanHub’s solutions across its media services, delivering proven content solutions that help drive customer activity, fan engagement, sponsor activation, and lower cost per acquisition.  

The new portfolio of F2P games will also help Genius Sports to deliver tailored marketing campaigns alongside live odds, rich data and statistics, video highlights and messaging. 

“The acquisition of FanHub will provide our sports, betting and media partners with exciting new content platforms that entirely complement our established data, video and marketing solutions,” said Genius Sports CEO Mark Locke.  

“This transaction is expected to expand Genius Sports’ global audience and reach while accelerating the convergence of sports, betting and media to engage the modern fan.” 

CEO and founder of FanHub, Andrew Cronyn, added: “We couldn’t imagine a more complementary partner and together we will offer an even richer fan experience, generate more engagement and offer value to our partners – and fans.” 

The transaction is expected to close in the second quarter of 2021, subject to customary closing conditions.