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Genius Sports Limited has delivered another season of strong results across its football trading services ahead of the World Cup, with Edge driving a 16.6% increase in football margins for sportsbook operators during the 2025/26 domestic season.

Edge, Genius Sports’ automated margin optimisation software, continued to deliver meaningful margin uplift for sportsbooks throughout the campaign. By adjusting each operator’s odds based on liabilities across all market-types on a fixture-level, Edge margins across major competitions saw substantial growth, including the Champions League (+34%), Premier League (+22%), La Liga (+21%), Italy’s Serie A (+17%) and Ligue 1 (+16%).

Official data partnerships continued to underpin market-leading uptime across elite football competitions. The Premier League delivered 98% overall uptime with 158 matches exceeding 99% uptime, providing an average of five minutes and 19 seconds of additional availability per match compared to alternative suppliers. Italy’s Serie A achieved 97% uptime, representing a 3% improvement on the previous season. Ligue 1 also recorded uptime levels above 95%.

Throughout the 2025/26 season, Genius Sports continued to invest heavily in football trading innovation. This included migrating all 89,000 in-play football events to new Monte Carlo simulation models, enhancing Match State data with player-level information and expanding its player proposition market offering.

Genius Sports has further expanded its football offering, delivering player proposition markets including shots, shots on target, score or assist, fouls and goalkeeper saves across pre-match, in-play and betbuilder, with additional markets such as tackles and offsides set to launch before the 2026/27 season. The company also introduced a new stoppage-time predictor designed to deliver sharper pricing during the closing stages of matches, following a season that saw a record 139 injury-time goals scored.

BetVision, Genius Sports’ interactive live streaming solution, continued to demonstrate strong engagement throughout the season. Across key football competitions, BetVision delivered a 22% increase in customer retention compared to standard streaming experiences, including a 53% increase across Brazil’s Serie A, a 35% increase across the Turkish Super Lig and a 20% increase across Italy’s Serie A. Ligue 1 viewers also spent 22% longer watching content through the platform.

As operators prepare for the biggest football betting event in the world, the results highlight how Genius Sports’ football trading service continues to drive profitability, improve market availability and enhance customer engagement.

James McKiernan, Commercial Director at Genius Sports, said: “The 2025/26 season was another year of growth and investment across our football trading and engagement products. Edge delivered significant margin improvements across football, while the expansion of BetVision, official data coverage and advanced modelling helped operators maximise uptime and deepen customer engagement.”

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Genius Sports has unveiled a new multi-year partnership focused on integrity, technology, and AI with the Pac-12 Conference (“Pac-12”) to enhance the future of legitimate and responsible sports wagering, integrity, fan interaction and revenue generation, as well as performance evaluation in collegiate athletics.

The collaboration strengthens Genius Sports’ position as the backbone of contemporary sports. Under the terms of the agreement, Genius Sports will implement GeniusIQ, its data and AI platform, at all venues for Pac-12 football and men’s and women’s basketball events – establishing a unified, smart framework for data tracking, video capture, real-time analysis, and commercial engagement.

Genius Sports and Pac-12 will work together on various innovations aimed at protecting integrity, enhancing the fan experience, and creating new revenue opportunities.

Permitted wagering and integrity protections

Genius Sports will act as the sole distributor of official data from Pac-12 events to authorized sportsbooks globally. In this position, the firm will implement a new Authorized Gaming Operator (“AGO”) initiative aimed at ensuring the integrity of Pac-12 events and safeguarding student-athletes.

Alongside removing negative and high-risk bet types, the AGO program will enhance transparency, information exchange, and collaboration among the Pac-12, Genius Sports, and authorized sportsbooks, while stopping prohibited bettors from making bets; all aimed at addressing the risk of corruption linked to betting and safeguarding student-athletes.

A fresh age of marketing focused on moments

Genius Sports’ Moment Engine allows brands to launch advertising in real-time during critical moments in Pac-12 games across broadcast, streaming, and digital platforms, turning live sports data into actionable advertising chances.

For Pac-12 advertisers, this opens up the chance to engage with significant Pac-12 moments that are crucial, immediately, with enhanced accuracy and on a larger scale.

Enhanced performance insights

The collaboration will also aid Pac-12 schools by providing the most cutting-edge performance analysis available worldwide.

Programs will utilize the GeniusIQ-enabled Performance Studio platform, offering coaches and athletes advanced analytics and video tools employed by most NBA and WNBA teams.

“College sports are entering a new era where official data and real-time intelligence power everything from integrity and betting and media to performance,” said Mark Locke, CEO at Genius Sports. “By deploying GeniusIQ across Pac-12 venues, we are building the data infrastructure that connects leagues, sportsbooks, broadcasters and advertisers in real-time.”

“The Pac-12 is thrilled to announce this partnership which will allow a college sports conference, for the first time, to impose direct and meaningful integrity restrictions on sports books who receive and use Pac-12 data,” said Pac-12 Commissioner Teresa Gould. “This partnership positions the Pac-12 as an early-mover in the data rights space, connecting to our strategic vision and challenger mindset to push boundaries in a disciplined fashion while introducing new opportunities for brand elevation and revenue growth.”

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