Newly formed predictive analytic betting products, machine learning and sports media group, Cipher, brings acquisition-driven third-party integrations to the table, suitable for both media publishers and sportsbooks alike.

The company is set to complete a Series A round aimed at supercharging its offerings, combining the expertise of Hypometer Technologies, co-founded by Katie Prowd and Dr Darryl Woodford, formed in 2015, and iRival Media, co-founded by Adam Fiske and Nick Slade, formed in October 2019.

Cipher CEO Fiske, said: “Prior to creating the Cipher Sports Technology Group, both companies (Hypometer Technologies and iRival Media) had been working on a number of projects together, so formalising that relationship was the natural evolution for us.

“We were essentially playing in the same space - albeit with a very different approach - so it didn’t take us long to realise we should be collaborating at a far deeper level and that’s what we’ve done.

“IRival Media’s strengths were in its content, community strategies and affiliate expertise, so by joining forces [with Hypometer Technologies] we will build vibrant betting communities that are underpinned by brilliant technology.

“Obviously this market has been waiting a long time for online sports betting, and the industry will continue to rapidly evolve over the next five to 10 years as more and more states introduce interactive wagering,” he added.