Fan activation platform Tally Technology announced Tuesday a new partnership with Sportradar to power its new platform.
Under the deal, Sportradar data from major professional leagues in basketball, baseball, ice hockey and football will be put in service of Tally, allowing fans around the world to engage with long-form, data-driven content. This includes prediction games during the season and trivia contests in the off-season, allowing teams and rights holders to remain connected to fans all year round.
In utilizing data from Sportradar within the continuous fan engagement platform, Tally will be able to create ongoing touch points for fans through content "that really matters to them and social experiences that boost retention," the company wrote.
In turn, Tally's platform provides the tools to turn "high-frequency engagement into value," with the new uniform game environment for sports rights holders worldwide generating actionable first-party data and performance marketing, "providing a proven avenue for return on investment."
Utilized by sportsbooks, broadcasters, leagues and teams worldwide to drive fan engagement and retention, Tally's platform is purpose-built to create new revenue streams through sponsorship activations, player conversion and data creation, the company says.
Brad Vettese, CEO of Tally, said: "The inclusion of Sportradar in Tally's fan activation platform means that we can automate high-value destinations for avid and casual fans using competition and collaboration at scale on a global basis. Fans can actively engage with the Tally content- and friend groups - that matters to them."
"With every touch, Tally uses zero-party and first-party data to drive lead conversion or trigger purchases and CRM Integration turns the Tally fan activation platform into a critical part of our client's marketing ecosystem," he added. "Our platform can then utilize the data generated to provide actionable, revenue-generating insights to rights holders."
Tally Technology was founded in 2018 as a free-to-play prediction game for brands, professional sports teams, leagues and media platforms seeking a turnkey fan engagement platform.
Tally is building a database of unique users and gathering data on those users' gaming, wagering, brand preferences, consumer spending and other insights. Over the past four years, the company has recorded more than 20 million predictions from unique users across North, Central and South America.