FairPlay Sports Media (FPSM) has announced the acquisition of deep learning neural network Quarter4 (Q4), hoping to “unlock” the full potential of its proprietary data and technology platform.

FPSM was rebranded by Oddschecker Media Group last week and has now announced its first purchase. The price of the deal for Toronto-based Q4 remains unknown.

Founded in 2019, Q4 specializes in predicting sports outcomes and providing unique data and content opportunities.

According to FPSM, the move is in line with the company’s goal to “transform BetTech,” benefiting consumers, publishers and operators worldwide.

FPSM brands will leverage Q4’s prediction technology combined with the group’s price action data across “millions of sporting events.”

Stuart Simms, group chief executive of FPSM, said: “The acquisition of Quarter4 is a significant milestone for our group and gives our various brands the opportunity to unleash our already market-leading data and technology platform with the unique insights and smarter behavioral analytics capabilities of Q4.

“BetTech’s leadership is critical to our future strategy and ambitious growth prospects. The addition of Quarter4 to the group can serve as a catalyst for many new and improved product developments in the coming months and beyond.”

Kelly Brooks, managing director and co-founder of Q4, added: “Having successfully worked with oddschecker as a customer, we are excited to begin this deep working relationship that will pave the future for highly differentiated user experiences.”

FPSM wants to leverage technology and data

The new Q4 March Madness 2024 product is expected to bring significant benefits to FPSM partners

In the rebranding announcement, Simms revealed that FPSM intends to place greater emphasis on the use of technology and data in its operations.

FPSM will test new business models and may also explore an ad-free service. The focus will also be on consumer improvements over the next three to six months. FPSM said the changes would result in more users, “providing greater lifetime value to operators, media and distribution partners.”

Simms said: “The launch of FairPlay Sports Media allows us to give our customers the ability to better compete in sports betting, while delivering significant efficiencies and value to our partners through the use of our ground-breaking betting technology.”

In a follow-up call with select media, Simms said future investments would not be in the B2B gaming space. FPSM will instead pursue deals in data, machine and AI, and products to improve insights and analytics.