IMG Arena backs betting innovation with ‘Greenhouse’

IMG Arena has launched a new initiative designed to support entrepreneurs and companies developing new products and solutions for the betting industry.

‘Greenhouse’ will run as an innovation programme, offering both funding and mentoring to businesses across the gambling sector.

Those that sign up will benefit from access to IMG Arena’s products and services, as well as expert advice from senior executives within the wider IMG network. IMG Arena expects innovations streams to last between three and six months.

IMG Arena will also support companies that are successful in the Greenhouse programme by helping them to develop commercial opportunities and partnerships with sports organisations and events around the world.

“The Greenhouse programme is at the heart of IMG Arena; we want to boldly shape the future of sport by disrupting the status quo with next generation products that positively impact fans’ engagement with, and enjoyment of, their favourite sports,” IMG Arena’s VP of product, Brad van Wely, said.

Sportsflare and LinkmetrIQ are the first two businesses to secure support from the new programme. Sportsflare is an AI-powered, trading analytics tool that uses machine learning to improve sports betting decisions, while LinkmetrIQ is a web content intelligence and monitoring platform designed to understand and improve customer engagement.

Van Wely added: “This is a unique formula. It is flexible, and there are no boundaries when it comes to submitting ideas for consideration by our dynamic innovation team.

“We want to connect with all manner of passionate entrepreneurs and start-ups and offer a range of versatile streams that have been carefully structured to ensure they are mutually beneficial.”

The launch comes after IMG Arena this month also rolled out ‘The Alliance’, a new partnership programme designed to help uphold integrity in the sports betting market.
 
IMG Arena operates as the betting and data division of sports media giant IMG. Launched in October 2018, it distributes sports content such as fastpath data, live streaming and virtual sports, both directly to operators and indirectly through distribution partners.

Current members include Kambi, SB Tech, BetGenius, Sporting Solutions, JA and Paddy Power Betfair.