Entain, a world leader in sports betting and gaming, and Verizon Media have reported the beginning of a global innovation alliance aimed towards developing new opportunities across interactive sports and entertainment.
Both companies will be working together to develop an immersive proof of concept virtual reality experience in hopes of combining live sports viewing with interactive levels of gaming and sports data.
Entain will also work together with Verizon Media to create concepts for new formats with emerging technologies, like virtual reality, augmented reality, and 5G, to bring immersive content and gaming experiences to gambling and sports betting.
Besides betting on Entain platforms on live streaming sports events, the partnership aims to create realistic, immersive experiences for sports fans, including participating in play, being in the stadium, and competing and betting on outcomes on the Entain platforms.
“This new alliance takes the collaboration between our two companies to a new level and will allow us both to maximize new opportunities across sports betting, content and entertainment,” Guru Gowrappan, CEO of Verizon Media, said.
“Together, we are building the next generation of content experiences for sports and gaming fans. Our world-first 5G-enabled production studios in LA and London, creative technology teams and Verizon Media’s Immersive platform, that enables extended reality content to be created and distributed across digital channels at scale, allow partners like Entain to bring next-level immersive and interactive experiences to their customers,” he added.
The new alliance is in agreement with the initial findings from new research by YouGov for Entain. Their findings reveal that the use of technology is significantly influencing consumer behaviors in gaming and entertainment worldwide, especially in the United States and Australia.
“To win in the future we need to understand where consumers will be in five, ten years’ time and work with other global businesses also investing in that,” Shay Segev, CEO of Entain, said.
“We envisage consumers meeting at a game with friends, who could in fact be elsewhere, using virtual reality headsets to watch, interact and share the experience together and, potentially, compete between themselves at half time or feel like they’re on the pitch with the players,” he added.