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For years, watching sports meant sitting through an entire game, eyes glued to the screen, absorbing every play. But today’s fans — especially younger audiences — engage with sports differently.
“They multitask, craving instant stats, real-time insights, and seamless integration with other digital experiences. They don’t just want to watch; they want to interact,” says Fleckenstein.
This shift has transformed how Genius Sports approaches fan engagement and in-play betting.
In 2023, Genius Sports introduced its BetVision product, a platform that combines low-latency video with interactive, in-play betting.
Today, this innovation allows sportsbook users to place wagers directly within the live video player in their sportsbook app — simply by turning their mobile device to landscape mode.
“BetVision is more than just another streaming product. It’s exactly what modern sports fans want,” Fleckenstein explains. “Fans want to be part of the action, not just spectators.”
Fleckenstein, who joined Genius Sports in June 2023, brings experience from Microsoft, Disney, ESPN, Salesforce, and innovative start-ups, with a focus on machine learning and AI.
His expertise helps Genius Sports harness massive amounts of data to deliver next-generation fan experiences.
<h2 class="wp-block-heading">The three “i’s”</h2>
Immediacy, intelligence, and interactivity — those are three critical elements for engaging fans today.
“Our goal was to create an ultra-low latency experience — what we call ‘glass to glass’ — from the venue camera to a user’s mobile device,” he says.
Traditional broadcasts can lag by 45 seconds or more, but BetVision reduces this delay to just four to eight seconds, keeping fans engaged with real-time action.
“Intelligence means using real-time game data to enhance the betting experience,” Fleckenstein continues.
“If a receiver makes a 15-yard catch, we instantly adjust player prop bets. This makes betting opportunities more relevant and intuitive.”
Interactivity is equally important. “We give fans the tools to engage directly with the game. They can tap a player to see live stats or betting options — it turns passive viewing into an immersive experience.”
<h2 class="wp-block-heading">Navigating rights challenges</h2>
Until now, BetVision has been available exclusively on the NFL. However, Genius Sports plans to expand it into new markets this year, adding sports like football and basketball.
A significant challenge in this expansion has been navigating the differences between broadcasting and betting rights.
“Broadcast rights and betting rights are typically handled separately by sports leagues,” Fleckenstein explains.
“For example, the NFL licenses broadcast rights to companies like Amazon Prime, Netflix, CBS, and Fox Sports. Meanwhile, Genius Sports holds separate rights for betting content.”
“We must ensure that viewers accessing our content are active bettors — meaning they’ve placed a bet within a specific timeframe. If not, they can’t access the live stream,” Fleckenstein explains.
<h2 class="wp-block-heading">Product evolution</h2>
While it took around one year to develop BetVision 1.0, Fleckenstein highlights how the product has evolved from its earlier versions.
“Now fans can tap on a player for stats and prop bets and place bets without leaving the video,” he explains.
“For example, users can rotate their phones to landscape mode and place bets inline. It’s fully integrated into the sportsbook’s backend.”
He also added that BetVision can support any rules, processes, or policies sportsbooks require, including responsible gambling tools.
<h2 class="wp-block-heading">“Angles never seen before”</h2>
“One area we’ve heavily invested in as a company is optical tracking, specifically through our Genius IQ platform,” he states.
“This data and AI layer uses iPhones to capture live action in basketball arenas or football stadiums, translating what it sees into a near real-time 3D recreation of the game.”
“This opens up exciting possibilities, such as watching the game from a player’s perspective or viewing it from various angles. Because the model is 3D, you could even display it on a tabletop and rotate it to explore different views.”
This technology is also being used for semi-assisted offside detection in the English Premier League.
“The ability to create rich, low-latency 3D models of the game creates many opportunities — from viewing 3D highlights from angles never seen before to simulating entirely new sporting experiences,” Fleckenstein says.
These simulations could involve the same players but with events unfolding differently, enabling fantasy sports, betting, and gaming experiences built around them.
<h2 class="wp-block-heading">Looking ahead</h2>
Fleckenstein is confident in BetVision’s potential.
“I’d like BetVision to set a new bar for what in-play betting should be,” he says. He believes that soon, fans will expect this level of interactivity.
“If you’re not doing it this way, it feels outdated — like going back to traditional cable broadcasts where you can’t fast-forward or watch key plays on demand.”
Despite innovations in integrated viewing, Fleckenstein believes multiple screens will remain part of the fan experience.
“I don’t think we’re getting away from multiple screens anytime soon. Younger generations are extremely comfortable working across screens. At the same time, bettors will expect a personalised experience on their own device.”
Fleckenstein sees even more opportunities on the horizon.
“Simulated games are going to become more common in the future. The challenge with current simulated games and betting is that they don’t feel like a real experience. I believe we can change that.
“There are even opportunities within casinos. Sportsbooks are becoming more present inside physical casinos, and I think there’s a lot of potential to bring these experiences to life in that setting.
“Whether it’s through individual participation or creating a social, group-based aspect where people compete against each other, there are many exciting possibilities.”
Fleckenstein concludes: “The future of sports betting is about creating richer, more interactive experiences that truly engage fans. And we’re just getting started.”
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