BetVision: Next-gen In-play Experience
G3 speaks to Matt Stephenson, Global Partnerships Director at Genius Sports, about the leading provider’s latest BetVision product launch, and what it could mean for the next evolution of in-play betting.
Matt, how do you see sportsbooks integrating this product?
There have been a few fundamental shifts that have redefined sports betting in the last 20 years, and BetVision is one. It is not an add-on to a live stream – it’s a huge leap forward that turns the video screen into an interactive betting experience. It’s the future of how fans want to watch and bet; seamlessly, in the same window, with no friction between taking in the action and placing bets.
The integration is straightforward. BetVision uses our video player as the foundation which operators embed into their platform. Overlaid are the sportsbook’s own betslip, current odds, live stats and betting markets, unifying all the engaging parts of a live betting experience. The product is already showing strong results in soccer, where we’ve seen a 100 per cent uplift in streaming time per fixture. This highlights that users are not just watching but engaging, staying longer and placing more bets.
How do the contextual recommendations work?
One of BetVision’s standout features is how it turns passive viewing into an active, personalised experience. Contextual recommendations are at the heart of this. The system constantly analyses live match data, individual user behaviour and betting turnover in real-time. For fast markets like, ‘Goal in the next 5 minutes’, BetVision is the perfect product because it surfaces prompts directly inside the live video player, at the exact moment when it’s most relevant.
This makes prop betting, fast markets and in-play betting totally immersive. Looking ahead, this framework will support more revolutionary features, such as instant price boosts or custom promotions triggered by live events, ensuring the experience is hyper-contextual from kick-off to the final whistle.
What type of AI is the system using and how has it been deployed?
BetVision is powered by Genius Sports’ advanced AI and machine learning technology, built on decades of experience in real-time sports data and broadcast augmentation. At the source, our tracking technology uses machine learning and computer vision to automatically capture tens of thousands of data points, hundreds of times per second. This mass of official, accurate tracking data creates a live, ultra-detailed model of the pitch, with each player’s movements and actions mapped in real-time.
This is an incredible platform for innovation, allowing us to deliver interactive features like ‘Touch-to-Bet’, which lets users tap directly on a player in the live stream to see related stats and place bets. For example, when Paris Saint-Germain winger Ousmane Dembélé strikes the post during a Ligue 1 game, or sees a shot saved by the opposition keeper, fans can instantly back him to score next, without leaving the video feed.
On top of this, our AI-driven pricing models ensure in-play odds are recalculated continuously, with no downtime. This keeps betting markets accurate, even during game-changing moments.
What is the challenge in deploying this across different sports?
Each sport has its own structure and betting culture. The key is adapting BetVision’s unique experience to these differences while delivering the same level of immersion. We’ve proven this with Soccer and the NFL, two sports with very different tempos and market demands. Soccer benefits from BetVision’s deep stats overlays, instant player props and dynamic momentum-based prompts. The NFL, where we launched BetVision in 2023, uses the same technology to power live insights, custom viewing options and Touch-to-Bet for player-specific actions, even during breaks, on the biggest league in US sports.
Basketball is next on our roadmap. It’s fast, unpredictable play is a natural fit for BetVision’s contextual triggers and real-time offers. Our video streaming and trading tech, proven across over 600,000 fixtures per year, ensures we can deliver a synchronised, high-uptime experience on every sport.
Where is the data being sourced from?
BetVision’s reliability builds on our foundation as the official data partner to hundreds of sports leagues globally. We source official data both directly from in-venue tracking systems, powered by our automated cameras, and from trusted data partners. For soccer, our partnership with Infront Bettor expands our reach to over 120 premier competitions, including French Ligue 1, Dutch Eredivisie, Brasiliero Série A, Turkish Süper Lig and UEFA Champions League qualifiers.
This breadth of official rights means we control the full pipeline; live data capture, verified feeds, video streams and odds models, all of which align to deliver the fastest, most accurate in-play experience possible.
Future plans to roll it out to other sports?
This is just the beginning for BetVision. After redefining in-play engagement for soccer and the NFL, basketball is the next major sport in development. Beyond simply adding more sports, we’re innovating new features too, from context-driven promotions that appear based on game events to special offers triggered during breaks.
Having worked in sports betting for nearly 20 years, I genuinely believe BetVision is one of the most exciting developments in in-play betting. It sets a new standard for how fans watch and bet, and we’re just getting started.
