Genius Sports Limited develops and sells technology-led products and services to the sports, sports betting, and sports media industries. It offers technology infrastructure for the collection, integration, and distribution of live data of sports leagues; streaming solutions comprising technology, automatic production, and distribution for sports to commercialize video footage of their games; and end-to-end integrity services to sports leagues, such as full-time active monitoring technology, which uses mathematical algorithms to identify and flag suspicious betting activity in global betting markets, as well as a full suite of online and offline educational and consultancy services. The company also provides live sports data collection; pre-game and in-game odds feeds; risk management services, including customer profiling, monitoring of incoming bets, automated acceptance and rejection of bets, and limit setting; live streaming services; creation, delivery, and measurement services for personalized online marketing campaigns; and fan engagement widgets for digital publishers that offer live game statistics and betting-related content. The company is headquartered in London, the United Kingdom.
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Here are 1-3 brief analogies for Genius Sports:
- Stripe for sports data and betting technology: Genius Sports provides essential backend infrastructure, data, and tools that power the sports betting industry, much like Stripe provides payment infrastructure for online businesses.
- Bloomberg for official sports data and integrity: Similar to how Bloomberg is a trusted source for financial data and analytics, Genius Sports provides definitive official sports data and integrity services to sports leagues and betting operators.
- AWS for the sports betting ecosystem's data infrastructure: Genius Sports acts as a foundational platform, providing the core data, technology, and services that allow the sports betting industry to operate efficiently and securely, akin to AWS providing cloud infrastructure for various digital businesses.
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- Official Sports Data: Genius Sports partners with sports leagues to collect and distribute official real-time sports data to sportsbooks, media companies, and other clients.
- Betting Technology & Trading Services: They provide software and services for sportsbooks, including odds compilation, risk management, and managed trading services for various betting markets.
- Fan Engagement & Media Solutions: Genius Sports offers solutions for sports organizations to engage fans, including data-driven content, live streaming, and personalized experiences for digital platforms.
- Sports Integrity Services: This involves monitoring global betting markets for suspicious activity to help sports leagues protect against match-fixing and maintain the integrity of their competitions.
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Genius Sports (GENI) Major Customers
Genius Sports primarily sells its products and services to other companies (B2B). Its major customers are sports betting operators (sportsbooks) and, to a lesser extent, media companies, to whom it provides official sports data, technology solutions, and integrity services.
- DraftKings Inc. (Symbol: DKNG)
- FanDuel (Parent company: Flutter Entertainment plc, Symbol: FLTR.L on the London Stock Exchange)
- BetMGM (Joint venture between MGM Resorts International, Symbol: MGM, and Entain plc, Symbol: ENT.L on the London Stock Exchange)
- Caesars Sportsbook (Operated by Caesars Entertainment, Inc., Symbol: CZR)
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Major Suppliers of Genius Sports (GENI):
- National Football League (NFL)
- FIBA (International Basketball Federation)
- Premier League
- English Football League (EFL)
- NASCAR
- Amazon Web Services (Parent Company: Amazon.com, Inc. - AMZN)
- Google Cloud Platform (Parent Company: Alphabet Inc. - GOOGL)
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Mark Locke, Co-Founder and CEO
Mark Locke co-founded Genius Sports (originally Betgenius) in 2000, and subsequently established Genius Sports in 2015. Under his leadership, the company experienced significant growth and was acquired by the private equity firm Apax Partners in 2018 to accelerate its global expansion. Since Genius Sports went public in 2021, he has continued to lead its global expansion and major technology investments. With over two decades of experience, Locke is recognized as an expert in sports integrity and regulation, having led sports integrity committees and advised lawmakers in the U.S. and UK.
Bryan Castellani, Chief Financial Officer
Bryan Castellani assumed the role of Chief Financial Officer for Genius Sports, effective October 1, 2025. He brings over two decades of experience from notable media and entertainment companies, including senior positions at ESPN and The Walt Disney Company. Most recently, he served as Executive Vice President and Chief Financial Officer at Warner Music Group. In his current role, Castellani oversees all global financial operations, including financial planning, accounting, treasury, tax, investor relations, risk management, and capital allocation, and supports strategic transactions such as partnerships and M&A.
Jack Davison, Chief Commercial Officer
Steven Burton, Chief Partnerships Officer
Prior to joining Genius Sports in 2016, Steven Burton was a lawyer in private practice, working with leading sports law firms in London. His roles included Partner & Head of Sports Data at Couchmans LLP, and Legal Director, Sports at Addleshaw Goddard. He advised prominent football and tennis leagues, including Football DataCo, the English Premier League, and the International Tennis Federation.
Tom Russell, Chief Legal Officer
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The key risks to Genius Sports' business are primarily centered around its competitive landscape, the evolving regulatory environment, and its reliance on key data partnerships.
- Competition and Data Rights: Genius Sports' business model is highly dependent on securing and maintaining exclusive official data rights with major sports leagues globally. The company faces a significant risk from intense competition within the sports data and technology sector, where rivals could secure similar high-profile partnerships or offer more attractive terms to leagues and federations. Additionally, major sports leagues themselves might opt to manage their data distribution internally, directly impacting Genius Sports' competitive advantage and revenue streams.
- Regulatory Landscape: The sports betting industry, a core market for Genius Sports, is subject to a complex and constantly evolving regulatory environment across various jurisdictions. Changes in legislation, the introduction of stricter regulations, or even potential prohibitions in certain markets could adversely affect the company's operations, market expansion, and financial performance.
- Reliance on Key Partnerships: While strategic partnerships with prominent sports organizations like the NFL are a significant strength for Genius Sports, they also represent a concentration risk. The non-renewal of these critical agreements, or a shift to less favorable terms, could materially impact Genius Sports' ability to generate revenue and maintain its market position.
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Major sports leagues, which are the primary source of Genius Sports' critical "official data," could increasingly develop their own in-house capabilities to collect, process, and distribute this data directly to sportsbooks and media partners. This would effectively cut out Genius Sports as an intermediary, significantly eroding its primary revenue stream and competitive advantage derived from exclusive data rights. Leagues are becoming more technologically sophisticated and are increasingly motivated to control their product and maximize value directly, creating a clear risk of disintermediation for Genius Sports.
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Genius Sports (NYSE: GENI) operates across several key product and service areas, each addressing significant global markets.
Betting Technology, Content & Services
The addressable market for Genius Sports' betting technology, content, and services is substantial. The global online betting market was estimated at $23.3 billion in 2023 and is projected to reach $64.6 billion by 2032, growing at a compound annual growth rate (CAGR) of 13.6%. This market includes regions such as the U.S., Europe, Brazil, and other emerging areas. An earlier estimate from 2020 indicated a $60 billion global sports betting market (Gross Gaming Revenue or GGR).
Sports Technology & Services and Media Technology, Content & Services
These two segments often overlap in terms of addressable market. The global sports technology market, which encompasses many of Genius Sports' offerings in these areas, was valued at $21.51 billion in 2025 and is projected to reach $117.93 billion by 2034, demonstrating a CAGR of 20.81% from 2025 to 2034. Europe was the dominant region in this market in 2024. Another report estimates the global Sports Technology Market at $29.74 billion in 2024, with a projection to grow to $68.70 billion by 2030 at a CAGR of 14.9%. In this context, North America held the largest market share in 2024. The ongoing expansion of global sports betting legalization and regulation, particularly in major markets such as the U.S., Europe, and Brazil, is also increasing the addressable market for official sports data and media platforms.
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Genius Sports (NYSE: GENI) is expected to drive future revenue growth over the next 2-3 years through several key initiatives and market trends:
- Growth from Existing Sportsbook Partners: Genius Sports anticipates continued revenue growth from its existing sportsbook partners. This will be driven by contract renewals and repricing, which include price increases and renegotiations, along with the expansion of value-added services and increased utilization of Genius' content offerings.
- Expansion into New Regulated Markets: The company is actively expanding into new regulated sports betting markets. This includes leveraging the legalization of betting in new U.S. states and countries such as Brazil, which is expected to open up significant opportunities for its betting technology, content, and services segment.
- Expansion and Adoption of BetVision and New Products: The rapid expansion and adoption of BetVision, Genius Sports' innovative stream-and-bet product, is a significant driver, increasing engagement in in-play wagering. Additionally, the development of new betting products based on official data, such as bet builders, and the leveraging of its proprietary GeniusIQ technology across various segments are expected to contribute to revenue.
- Growth of the Media, Technology & Commerce Segment: Genius Sports has seen substantial growth in its Media, Technology & Commerce segment, largely driven by programmatic advertising services and new ad formats integrated into live sports content. Strategic partnerships with major advertisers like Procter & Gamble and the acquisition of Sports Innovation Lab are enhancing audience data and creating unique advertising opportunities.
- Securing and Extending Exclusive Data Partnerships: Long-term, exclusive data rights agreements with major sports leagues and federations, such as the NFL (extended through 2030), English Premier League, NCAA, and Serie A, are crucial for future revenue growth. These partnerships provide minimum revenue guarantees and solidify Genius Sports' position as a leading provider of official sports data.
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Capital Allocation Decisions (Last 3-5 Years)
Share Repurchases
- In May 2025, Genius Sports' Board of Directors authorized a share repurchase program to repurchase up to $100 million of ordinary shares.
Share Issuance
- In April 2021, Genius Sports completed a PIPE Investment, raising $330 million from accredited and institutional investors for 33,000,000 ordinary shares at $10.00 per share, concurrent with its listing on the NYSE.
- In June 2021, Genius Sports conducted an upsized public offering where it sold 13,000,000 ordinary shares at $19.00 per share, generating net proceeds for general corporate purposes.
- In January 2025, the company priced an underwritten public offering of 17,647,059 ordinary shares at $8.50 per share, with estimated net proceeds of approximately $144 million intended for general corporate purposes, including potential acquisitions or investments.
Inbound Investments
- Institutional investors, including the Caledonia US Funds, participated in a $330 million PIPE Investment in April 2021 as part of Genius Sports' public listing.
- The NFL became a significant shareholder through a new partnership deal, underscoring its strategic importance to Genius Sports.
Outbound Investments
- Genius Sports acquired Second Spectrum for $200 million in 2021, a company specializing in data tracking and visualization solutions for sports leagues, teams, and broadcasters.
- In September 2025, Genius Sports acquired Sports Innovation Lab for an undisclosed sum to enhance its fan data strategy and augment media and advertising operations, providing richer audience insights and advanced analytics to partners.
- The company has acquired 6 companies in the last 5 years, targeting sectors like internet software and services, and software.
Capital Expenditures
- Capital expenditures primarily consist of purchases of property and equipment, which were $(15.653) million in 2025 and $(9.446) million in 2024.
- Significant capital is allocated to the capitalization of internally developed software costs, amounting to $(44.666) million in 2025 and $(38.110) million in 2024.
- Genius Sports expects its capital expenditure and working capital requirements to increase as it continues to expand its product offerings.
