Oddschecker Global Media (OMG) has announced that it has rebranded to become FairPlay Sports Media (FPSM) with plans to utilise more tech and data in its operations.
Owned by private equity firm Bruin Capital, FPSM detailed its desire to leverage technology platforms shared by its brands including Oddschecker, Whoscored.com and SuperScommesse. The latter was recently acquired from Catena Media for €19.8m ($21.5m/£17.2m) alongside Catena’s other Italian assets.
FPSM will see a focus on consumer improvements over the next three to six months across products and technology. The company will also test new business models, potentially exploring an ad-free service as it weighs up the way it interacts with consumers.
The rebranded company also acknowledged the changes will result in more engaged and qualified users who will “deliver more lifetime value to operator, media and distribution partners”.
More than just a new name
Stuart Simms, FairPlay Sports Media Group CEO, has emphasised that this rebranding is more than just a new name.
“The launch of FairPlay Sports Media allows us to empower our customers to better compete in sports betting, while delivering significant efficiencies and added value to our partners through the use of our game-changing betting technology,” Simms said.
The technology that the company will be working on will be labelled as BetTech, which the CEO hopes will "will benefit everyone in the FairPlay Sports Media Network, particularly in the US market"
He acknowledged the company’s “strategic acquisitions” and revealed that there are “more in the pipeline” that will help FPSM to create more engagement with sports bettors and learn the data and content they need.
No B2B investments
In a follow-up call with selected gaming and sports media, the FPSM CEO clarified that these future investments won’t be in the B2B gaming sphere and would fall within data, machines, AI as well as specific products to help the company increase insights and analytics.
Simms also confirmed that the US market has a major part to play in the company’s rebrand. “We have enormous amounts of scale we are working with,” said the CEO on the call. “Partnerships in the US are more subtle than in the UK. How do we put products in the hands of other media and publishers at scale? That’s the change in our strategy and direction.”
The CEO further divulged his plans to build up FPSM’s football proposition across its brands with a particular focus in Italy, Spain and LatAm as well as using Hispanic content to tap into the North American market through soccer.
Broader football approach
From 2025 to 2026, Simms adds that the company with broaden its approach further in its football product offerings, first in English-speaking territories and then widening to other language markets over time.
The group also launched the Confido Network back in November 2023, an igaming publishing network for the sports affiliate industry.