FairPlay Sports Media (FPSM) has announced the acquisition of deep-learning neural network Quarter4 (Q4), hoping to “unleash” the full potential of its proprietary data and technology platform.

FPSM underwent a rebrand from Oddschecker Media Group last week and has now announced its first purchase. The price of the deal for the Toronto-based Q4 remains undisclosed.

Q4, founded in 2019, specialises in predicting sports outcomes, as well as providing unique data and content opportunities.

FPSM says the move aligns with the company’s objective to “transform BetTech”, benefitting consumers, publishers and operators worldwide.

FPSM brands will leverage Q4’s prediction technology in combination with the group’s price movement data across “millions of sports events”.

Stuart Simms, FPSM’s group chief executive, declared: “The acquisition of Quarter4 is a significant milestone for our group, giving our various brands the ability to unleash our already market-leading data and tech platform with the unique insights and smarter behavioural analytic capabilities of Q4.

“Pioneering BetTech is critical to our future strategy and ambitious growth prospects and bringing Quarter4 into the group can act as the catalyst for many new and improved product developments in the coming months and beyond.”

Kelly Brooks, Q4 chief executive and co-founder, added: “Having successfully partnered with Oddschecker as a client, we’re now very excited to begin this deeply integrated working relationship that will pave the future for highly differentiated user experiences.”

FPSM looking to utilise technology and data

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In the rebrand announcement, Simms revealed FPSM intended to place more emphasis on using technology and data in its operations.

FPSM will test new business models, while potentially exploring an ad-free service. It will also focus on consumer improvements over the next three to six months. FPSM stated the changes would result in more users who “deliver more lifetime value to operator, media and distribution partners”.

Simms said: “The launch of FairPlay Sports Media allows us to empower our customers to better compete in sports betting, while delivering significant efficiencies and added value to our partners through the use of our game-changing betting technology.”

In a follow-up call with selected media, Simms said that future investments would not be in the B2B gaming sphere. FPSM will instead make deals within data, machines and AI, as well as products to increase insights and analytics.

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