Content Arena believes the new platform will create untapped monetization opportunities for rightsholders and betting operators. (Credit: Content Arena)

Content Arena, the online sports rights trading service, has launched a dedicated betting streaming and video integration service to create “untapped, inaccessible monetization opportunities” for rightsholders and betting operators.

The company claims the new direct-to-market offering “bridges a significant commercial gap in a very tense, stressed market environment” and will offer an alternative solution for rightsholders and bookmakers to directly sell and buy audiovisual betting content.

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It also believes this will reduce the industry’s dependencies on content aggregating, increasingly selective and price-sensitive intermediaries or resellers.

Content Arena will offer sellers and buyers “transparent efficiency tracking, betting-specific automated transactions, and smart contracting”, as well as flexible and adaptive territory-by-territory, match-by-match pricing models operated via a dedicated in-house platform.

The business is backed by a newly structured group of strategic shareholders and partners, including former Sportradar and sports betting services executive Lukas Seiler, sports media advisor Sascha Kojic, media and marketing entrepreneur Vuk Mitrovic, and co-founder of Perform and DAZN John Gleasure.

The platform is powered by the video technology firm HiWay Media, represented by their chief technology officer Raffaele Borgese, and CEO Giuseppe Sampino.

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Seiler has said: “While video streaming has established itself as an indispensable consumer acquisition and engagement tool utilized as a key marketing driver by bookmakers across the globe, we see budgets for more rights being painfully squeezed, with some rightsholders left unlikely to generate expected revenue growth or simply stability, whilst bookmakers increasingly require far more flexibility with regards to volume and scope of exploitation.

“Content Arena is perfectly positioned to fill this market void and complement the market by offering a solution to those in need or desire for a truly alternative, far more transparent and adaptive direct-to-market trading and integration option.”