Genius Sports has expanded its immersive “BetVision” product to include tennis, launching the functionality just as the 2026 Australian Open reaches its decisive stages.
The update allows sportsbook operators to offer a highly integrated viewing experience where live streaming, bet slips, game statistics, and micro-markets are combined into a single interface. The move aims to increase key engagement metrics for operators, including average stake size, time spent in-stream, and overall player retention.
Capitalizing on In-Play Action
BetVision, which launched in 2023 through a partnership with Infront Bettor, is already active for major leagues including the NFL, Serie A, and Ligue 1. The addition of tennis, specifically covering International Tennis Federation (ITF) tournaments, addresses a sport where live, in-the-moment betting is dominant.
Mark Locke, CEO of Genius Sports, emphasized the strategic fit of the product for tennis fans. “Approximately 90 per cent of tennis bets are placed in-play and our BetVision solution will take this to a completely different level for our sportsbook partners,” Locke said.
Immersive Experience
By removing the friction between watching a match and placing a bet, Genius Sports hopes to replicate the success seen in other sports verticals. “Starting with the ongoing Australian Open – one of the premier events in the global tennis calendar – we will provide customers worldwide with an experience that is interactive, instant and immersive, helping to drive significant increases in handle, repeat sessions and viewing time,” Locke added.
This rollout continues the trend of hyper-personalization in sports betting, offering fans the ability to track specific stats and place rapid-fire bets without leaving the video stream.
