FairPlay Sports Media beta-testing new AI assistant ‘Teammate’
FairPlay Sports Media has announced the integration of an AI assistant to give bettors deeper statistical insights and find relevant betting opportunities.
Key points:
– AI assistant is called Teammate and will be integrated on the media group’s WhoScored.com brand
– Teammate takes natural language enquiries, offering analysis and redirecting users to relevant betting opportunities
– Powered by Google Gemini
Teammate is the name of the sports betting AI assistant that football fans will soon find awaiting their instructions when they access WhoScored.com.
WhoScored is an affiliate brand from FairPlay Sports Media, and the group is claiming that Teammate will be the first AI of its kind in the industry.
The website already provides statistical information to football supporters in order to inform betting decisions, but this new tool is intended to push that assistance further.
The large language model used to power Teammate is Google’s ‘Gemini’ – the AI tool will make use of Gemini’s recognisable UI while angling its responses to focus on sports data.
Stuart Simms is the Group CEO at FairPlay Sports Media, and he claims that: “There’s not been a truly bespoke assistant service that suits the needs of sports bettors and data-hungry fans. Teammate, which combines our prowess in delivery of sporting insight, with Google Gemini’s ability to serve users with natural, conversational conveyance of information, offers just that.”
Good to know: FairPlay Sports Media is operating with a recently revamped C-suite, having appointed Jerome Underhill and Andrew Smith as COO and CFO, respectively, earlier in 2025
Responses are said to be able to take the natural language queries of users and turn them into insightful and usable sports data analysis and forecasting that can not only inform users’ bets, but direct them to relevant betting opportunities.
Users will receive a combination of text and data visualisation in their communications with Teammate, which is at the moment in a Beta mode but will be rolled out as a white label that can slot into partner apps and websites.
The announcement from FairPlay Sports media claims that this will help to level the playing field against the sportsbook, as per the company’s stated mission, while offering monetisation opportunities for the platforms that are hosting the tool.
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