Sportradar Advanced Streaming Technology Targets Sportsbooks With Data-Rich Experience First deployments of 4Sight have been for tennis and basketball By Mark J Burns, SVG Contributor
Monday, August 18, 2025 - 12:46 pm
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Sportradar's advanced proprietary streaming technology is helping sportsbooks, media networks, and other partners reach fans, boost revenue, and, ultimately, develop a closer relationship with their audience.
The value of the 4Sight technology derives from its ability to create a deeply engaging, data-rich viewing experience that captivates modern fans and elevates sportsbook content strategies, says Erich Zach, VP, product, audiovisual, Sportradar.
For tennis, Sportradar 4Sight technology provides on-screen graphics displaying ball trajectory, rally analysis, serve speed, average shot speed, and additional data. (Photos: Sportradar Imagery)
4Sight creates a richer viewing experience for bettors, he explains, while elevating our sportsbook and media clients' content strategy, creating new methods for those brands to monetize sports fandom. Sportradar developed 4Sight due to the growing demand for greater real-time sports insights, personalization, and data visualization.
How It Works 4Sight technology integrates artificial intelligence, machine learning, and computer-vision capabilities and incorporates real-time, data-driven animated overlays into a live stream. According to Zach, the overlays visualize predictive models, betting insights, and contextual statistics at a low latency.
The AI models behind 4Sight process deep datasets, including tracking and performance data, to deliver actionable information, such as win probabilities, ball trajectories, and serve-placement trends, he adds. The result is an interactive viewing experience that Sportradar's clients can use to engage their customers.
Sportradar's cross-functional product and engineering teams manage ongoing technology innovation. The company's commercial group works closely with sportsbook and media companies to oversee implementation and performance optimization.
4Sight technology, which debuted in 2023, has been fully deployed in table tennis and tennis via Sportradar's partnerships with Tennis Data Innovations and ATP. Sportradar deployed the technology for basketball during the 2024-25 NBA season.
4Sight technology has been fully deployed in table tennis and tennis through Sportradar's partnerships with Tennis Data Innovations and ATP.
The technology can incorporate different forms of prematch and real-time data into a live broadcast. For tennis in particular, on-screen graphics provide information on ball trajectory, rally analysis, serve speed, and average shot speed. During match breaks, other on-screen visuals can display AI-developed win probabilities as well as betting metrics, such as break-point conversion or first-serve percentage.
There will be major updates across tennis and basketball along with the addition of soccer in the coming months, notes Zach, adding that the company's goal is for 4Sight to be adopted by sportsbooks for all sports. Because 4Sight visualizes insights relevant to real-time betting markets and in-game decision-making, it is especially well-suited for fast-paced, high-turnover sports.
Since the technology's debut, Sportradar has added new micro markets, expanded into ATP 500 and 250 tournaments, and modified 4Sight for more betting environments and UX preferences. The technology's evolution, he says, reflects our commitment to continuous innovation, scalability, and sport-specific customization.
We believe, Zach continues, that 4Sight is setting the standard for the future of sports technology when it comes to interactive sports streaming and in-play betting. As sportsbook adoption of the product grows and the technology continues its expansion into various sports, 4Sight will play a central role in shaping the future of fan engagement and sports-data monetization. In a fragmented media landscape, products like 4Sight give fans a reason to stay tuned in, offering personalized, real-time insights that enhance both the storytelling and the betting experience.
As for fan engagement and increased revenue, Zach points out that the rollout for ATP matches had an immediate impact: in-play betting activity on the live tennis streams increased by 22%, and fans spent 35% more time on the streams than with standard betting streaming.
Additionally, in 2024, a Europe-based sportsbook incorporated 4Sight into ATP 1000 tennis matches and experienced upticks in multiple areas of engagement and revenue. The sportsbook saw a 188% increase in number of betting session per event, as well as 7% higher turnover and 9% more active bettors. There was also 31%-73% turnover volume across key betting markets.
These results, says Zach, demonstrate how data-rich overlays not only enhance the fan experience but directly drive revenue growth for our partners.
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Sportradar Advanced Streaming Technology Targets Sportsbooks With Data-Rich Experience First deployments of 4Sight have been for tennis and basketball By Mark J Burns, SVG Contributor 
