Genius Sports' media surge shows shift beyond sportsbook data

Genius Sports is broadening its business beyond supplying data to sportsbooks, using its real-time sports information to build a fast-growing media and advertising platform.The shift was visible when company reported second-quarter results Thursday. Revenue for the company's betting technology, content and services division increased 28% from a year earlier to $117.4 million, while revenue for its media technology, content and services segment surged 193% to $78.2 million. The reported media increase reflects the addition of Legend, the sports and gaming media company Genius acquired in a deal that closed May 1, but the company said the legacy Genius media business and Legend each grew organically by more than 20%. Genius has historically collected official data from sports leagues and sold it to sportsbooks, helping operators set odds and manage in-game betting. CEO Mark Locke told CNBC that the company can now monetize that same data through advertising."We're using the data that we collect to do a better job and generate better ROIs for brands and agencies using our media transaction services," Locke said.The company's Moment Engine uses live sports data to help advertisers chan...