The data supplier says the solution combines its core products: live odds, live data, insights API, advertising technology, and Sportradar OTT and AV technology.  

EmBet has been created in partnership with LiveLike, a technology company that aims to transform passive audiences into engaged communities via interactive experiences.  

Through the emBet solution, broadcaster’s consumer channels will turn into revenue-generating platforms, as it optimises the integration of betting operator partnerships.  

In addition, the new product aims to promote greater wagering opportunities and ways of acquiring customers, and increasing retention.  

The provider wants emBet to become a significant industry development for the US market, as it continues to converge media and betting.  

Sportradar says the product “is making it easier than ever for broadcasters/rights holders to add live betting content/data into media streams in real-time.”   

Sportradar US CEO, Arne Rees, said: “With audience consumption habits shifting dramatically, it’s more important than ever to create a dynamic viewing experience built on rich data and featuring compelling content.

"Doing so eliminates the need for fans to turn to second screens or competing channels, while also bringing in new streams of revenue."

Sportradar recently appointed Lynn McCreary as its new Chief Legal Officer, while it recently announced the new acquisitions of InteractSport and Fresh Eight.