FairPlay Sports Media makes first purchase in Quarter4

By Dan Kleiner


The newly rebranded FairPlay Sports Media (FPSM) has announced it has acquired deep-learning neural network platform Quarter4 (Q4).

The price of the deal remains undisclosed but marks the first acquisition made by FairPlay Sports Media after its rebrand from Oddschecker Media Group last week.

Toronto-based Q4 is labelled as a network specialising in predicting sports outcomes and providing unique data and content opportunities. It was founded in 2019 by Danijela Covic and Kelly Brooks.

According to the FPSM, the deal will see FairPlay brands leverage Quarter4’s prediction service alongside the group’s price movement data of global sporting events. The aim is to provide immediate improvements to existing offerings and shape tech-led activity in the future according to the group.

The group’s Oddschecker brand has been using Q4’s prediction models over the past year across various US sports to provide unique insights for NFL, NBA, WNBA and NHL events.

Stuart Simms, FPSM group CEO has called the acquisition a significant milestone for the company.

“[It’s] giving our various brands the ability to unleash our already market-leading data and tech platform with the unique insights and smarter behavioural analytic capabilities of Q4.”

“Pioneering BetTech is critical to our future strategy and ambitious growth prospects, and bringing Quarter4 into the group can act as the catalyst for many new and improved product developments in the coming months and beyond,” Simms added.

Kelly Brooks, CEO and co-founder of Quarter4 said that after partnering with Oddschecker as a client they are very excited to begin this “deeply integrated working relationship”. She adds that it will pave the future for highly differentiated user experiences.

The technical synergies between the FairPlay group and Quarter4 are clear, and we’re ready to deliver more value to our various partners worldwide with the mutual advantages of this deal,” Brooks concluded.

In its rebrand announcement and follow-up call with journalists on Jan 24, Simms clarified that 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.

Quarter4’s new March Madness 2024 product will be one of the first significant benefits to FPSM partners. The tool is an AI-powered white-label predictor that hopes to engage existing and new users with a branded ‘DIY Bracket’.

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