Sports media company FairPlay Sports Media (FPSM) has acquired Toronto-based Quarter4 (Q4), a deep-learning neural network specializing in sports prediction. This strategic move marks the first major acquisition by FairPlay since its rebranding from Oddschecker Global Media last week.

Founded in 2019 by Danijela Covic and Kelly Brooks, Quarter4 uses advanced predictive models to offer unique insights across various betting markets. Its models are already featured on FairPlay brands like Oddschecker and WhoScored.com. Q4 tools are applied particularly in US sports such as NFL, NBA, WNBA and NHL. The integration of Q4’s services is set to enhance user experiences and provide deeper insights and analytics for sports betting enthusiasts.

“We’re now very excited to begin this deeply integrated working relationship that will pave the future for highly differentiated user experiences,” said Kelly Brooks, CEO and Co-Founder of Quarter4, in a press release.

“The acquisition of Quarter4 is a significant milestone for our group, giving our various brands the ability to unleash our already market-leading data and tech platform with the unique insights and smarter behavioral analytic capabilities of Q4,” said Stuart Simms, Group CEO at FairPlay Sports Media.

FairPlay Sports Media has recently rebranded from Oddschecker Global Media. The company hopes the new name will allow it to expand its scope to encompass a broader range of sports media services.

By rebranding, FPSM hopes to build and enhance an international reputation beyond its current odds comparison offering. The acquisition of Q4 marks the first of many planned steps to offer a wider content strategy.

Discussing the name change, Simms explained the new strategy in a press release. “This is more than a new group name. The launch of FairPlay Sports Media allows us to empower our customers to better compete in sports betting while delivering significant efficiencies and adding value to our partners through the use of our game-changing betting technology,” he said.

“We’ve made various strategic acquisitions – with more in the pipeline – to best place ourselves to create more engagement with sports bettors and the data they need, the independent content they demand, and we’re excited to showcase how this realignment and BetTech focus will benefit everyone in the FairPlay Sports Media Network, particularly in the US market,” Simms added.