IMG Arena is the sports betting division of IMG, a subsidiary of Endeavour. Alongside offering sports wagering and betting markets, IMG Arena also has a range of supporting data feeds and solutions. Through its acquisition of Leap Gaming, IMG Arena also provides a range of virtual sports titles.

PRODUCTS

There are several products across the IMG Arena lines, most of which are connected through pools of data.

Sports Services
IMG Arena currently offers a few different distinct sport services, categorised apart from the other products. These include data, audio and visual methods of content creation, such as accurate data feeds and production streams for sports betting and media.

The company also manages the day-to-day running of sports tournaments, competitions and events. These can be provided both online and in-venue.

To ensure that competitors, fans and rightsholders alike can all enjoy the products offered by IMG Arena, the company also provides solutions to oversee the integrity of sports events.

Sports Betting
To facilitate its range of Sports Betting products, IMG Arena lends a lot of resources to its FastPath Data feeds. This ultra-low latency delivery infrastructure ensures that data is delivered to all parties as soon as it happens.

One of the products that rely on FastPath Data the most is the sports streaming services provided by IMG Arena. These include over 70 global sports rightsholders and 50k+ events streamed so far. The IMG streaming portfolio includes the FA Cup for football, the US Open for tennis, UFC and Nascar.

The Events Centres also use the FastPath Data feeds to provide an interactive experience for fans. These include fixtures, as well as betting markets and dedicated strategies for each sport. IMG Arena currently offers Events Centres for UFC, tennis and golf.

Finally, IMG offers virtual sports products, for both in-demand and scheduled sports betting. These are developed by Leap Gaming, which was acquired by IMG Arena in April 2023. Titles from the virtual sports category include both own-brand games, as well as branded products made in collaboration with existing sports leagues, such as Nascar and ATP.

Sports Media
As a white-label solution for rightsholders, FanLink uses data, images and industry knowledge to provide insights to fans. Through a phone app, fans can access both 2D and 3D visualisations, players and ball tracking and enhanced contextualisation.

Sports Performance
To support athletes across the world, IMG Arena hosts an open data platform that enables real-time performance analysis. This provides both objective and predictive metrics for players and clubs, as is currently in cricket, rugby and tennis.

HISTORY

Founded 12 November 2018, IMG debuted its global sports betting business, IMG Arena. This division was purpose-built to drive fan engagement through digital content related to sports.

Only a few days after its official launch, IMG Arena announced on 19 November that it would be the official distributor of the PGA Tour

The first partnership between Leap Gaming and IMG Arena was announced 12 July 2018.

On 27 September 2021, Endeavor announced that it would acquire OpenBet from Scientific Games Corporation for $1.2bn. As the parent company of IMG, this would mean that IMG Arena and OpenBet would be collaborating on the sports betting portfolio offered by the company.

IMG Arena announced in December 2022 that it has signed an agreement to fully acquire Leap Gaming. The deal was closed on 12 April 2023, for a reported amount of €14m ($15.3m).
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