Exclusive - Guilherme Buso, from Genius Sports, 'Aiming the customer with generic and bland advertising doesn't work anymore'

Genius Sports, the sports data and technology company that provides data management, video streaming and services for sports leagues, will soon announce results for Q2 2022 on August 16th.

Guilherme Buso, Business Development Manager at Genius Sports, spoke to the iGaming Brazil portal about the platform developed by the company, about the new “Switch on Genius” campaign, aspects of data manipulation and strategies for the coming years.

Check the interview in full

iGaming Brazil – What are the strong products of Genius in terms of sportsbook? Are they products for bookmakers in Latin America and Brazil?

Guilherme Buso – Our main solutions are essential for any bookmaker in Brazil, Latin America and around the world. We specialize in a broad platform of betting products, which include the real-time feed of official data, betting content (odds), risk management, and marketing tools aimed at customer acquisition.

For over 20 years, Genius Sports has built a strong reputation as a global leader in the industry for offering sports betting products of the highest attractiveness and quality. In particular, our football products are recognized worldwide by bookmakers for having great quality and for being one of the most competitive solutions on the market. Our official data partnership with UK Football, AFA, DIMAYOR and LigaMX put us at a premium level of content distribution for Latin America and Brazil.

iGaming Brazil – How do you work with sports data so that the end user can make the best use of it?

Guilherme Buso – Genius Sports has official rights partnerships with over 400 leagues around the world. This means that we offer over 190,000 events with official data and streaming for our partners, including PREMIER LEAGUE, AFA, LIGAMX, DIMAYOR, and NFL matches, to name a few, in addition to the NBB, National Futsal League and CBV, here at Brazil.

Official data means that our client, the bookmaker, receives the fastest, most accurate and reliable data available so that it can offer its client the most competitive odds, with the largest number of betting markets and the best products on the market.

More than simply offering the best products and services, Genius specializes in helping its partners acquire new customers through our range of digital tools that include programmatic media, which lowers the cost of CPAs, as well as our customer engagement tools. the fan, such as Games Centers and other data visualization platforms that keep players interested and help inform what their next bets will be.

Genius Sports – Official Sports Data, Technology and Feeds - Genius Sports

iGaming Brazil - Tell us about the recently launched “Switch on Genius” campaign, which aims to attract, engage and activate sports fans.

Guilherme Buso – This campaign shows how we can help brands of all sizes and types to engage and convert sports fans into customers using our portfolio of fan engagement tools.

We offer a variety of services that connect brands, including bookmakers, consumer goods companies and the entertainment industry, with sports fans in a personalized and relevant way. The main message is that sports fans want authenticity, they want relevance, and they will ignore marketing that doesn’t include these two items.

Targeting the customer with bland, generic advertising just doesn’t work anymore. We help bookmakers create acquisition and retention campaigns powered by our live sports data that help brands in action, ensure they stay relevant and give them a much better chance of attracting attention. In addition, through our partnerships with leagues and federations around the world, such as the AFA and NFL, we have direct access to their digital audiences and are able to specifically target them.

iGaming Brazil – What are the marketing strategies for 2023 – 25 to attract and hold fans at once?

Guilherme Buso – One of the recent examples that has been working very well with our partners is engagement via gamification with our Free-to-Play games, such as Fatansy Games, Predictive Games and Quiz. The engagement this has been having with sports fans is golden, as it allows capturing the user’s key data such as name, contacts, etc. Historically, the most popular solution among bookmakers is our programmatic media; I believe this will be vital for operators in a new market such as Brazil, as they seek to have their brands seen and perceived by their customers effectively.

iGaming Brazil – What did you think of the BIS 2022 event, positive aspects? Did you participate as an exhibitor?

Guilherme Buso – This was the most important sports betting market event that we were able to participate in in Brazil. As in the United States, in 2018, Brazil seems to follow the flow of its own “big bang” in the industry, as the regulation will bring transparency and accountability to all the players involved.

This will help to create new jobs, drive innovation and generate a lot of revenue for the country. We are excited to work with the organizers of the BIS in the upcoming editions and help Brazil identify its great value as the new powerhouse within the regulated sports betting markets.

iGaming Brazil – Does the issue of regulation affect you? In what sense?

Guilherme Buso – Regulation is a fundamental step to establish the plainfield, in which all participants understand and respect the rules. For Genius Sports, it is extremely important that there is an understanding regarding the standards of business operation that will maximize levels of transparency and accountability and, thus, contribute to the protection of the integrity of the sport.

iGaming Brazil – How do you deal with data manipulation in Brazil?

Guilherme Buso – Genius Sports is a leading global provider of sports integrity services to leagues and federations around the world, including agreements with PREMIER LEAGUE, PGA TOUR and NFL. We believe it is extremely important in all sports that teams, leagues and federations are proactive in preventing match-fixing in Brazil. Our company offers a range of integrity services that include contributing to the education of referees, athletes, coaches, teams and leagues, in addition to monitoring, which helps to detect, prevent and break any activity that indicates manipulation of results even before it happens, as well as providing the necessary evidence if game manipulation occurs.