Genius Sports is a sports data, technology and media group, not a bookmaker or an online casino. It helps sports organisations capture and commercialise official data, supplies betting and broadcast technology, and connects advertisers with sports audiences. Its business increasingly combines the infrastructure behind a sporting event with media that reaches fans directly.
The publicly traded parent is Genius Sports Limited, incorporated in Guernsey, while the group has substantial operations in London. Its shares trade on the New York Stock Exchange under GENI. That distinction matters: the listed parent, its British operating companies, its products and the sporting organisations it works with are not interchangeable.
| At a glance | Genius Sports |
|---|---|
| Listed parent | Genius Sports Limited |
| Incorporation | Guernsey, registration 68277 |
| Listing | New York Stock Exchange, GENI |
| Operating presence | London and other international markets |
| Main business | Official sports data, technology, betting services and media |
| Chief executive | Mark Locke |
| Latest reporting period considered | Three and nine months ended 30 September 2026 |
How Genius Sports fits into sport and betting
To understand the business, consider what happens during a football match. Events on the pitch are captured and turned into structured information. That information can feed a bookmaker's in-play markets, a broadcaster's on-screen graphics or an advertiser's campaign. Genius Sports supplies parts of the technology and commercial infrastructure that make those uses possible.
The model has three connected activities.
First, data and rights. Sporting bodies control or grant commercial access to specified data and content rights. Genius enters agreements with rights holders and uses collection, tracking and distribution systems to make authorised information available to customers. The precise rights, territories, products and contract periods vary. An agreement concerning official NFL data, for example, does not mean Genius owns the NFL, its matches or all information generated by the league.
Second, technology for businesses. Sportsbooks and other customers can use data feeds, trading-related services, video and interactive products. A betting operator may pay for services that help it offer a live market, but the operator remains responsible for its own customer accounts and regulated gambling activity. Genius does not become the bookmaker merely because its technology appears within the betting experience.
Third, media and audience engagement. Broadcasters, brands and publishers can use real-time information, video enhancements and advertising tools to present sport in different ways. Following the Legend acquisition, the group also has a much greater presence in consumer-facing sports and gaming media. The audience-facing website and the B2B data supplier can belong to the same wider group while performing very different jobs.
Different customers pay under different arrangements, potentially involving fixed commitments, revenue-linked payments or both. A Genius product inside a sportsbook does not make Genius its consumer-facing operator. For the economics, see how Genius Sports makes money.
Products and relationships: what belongs to whom?
Genius has built and acquired a collection of technologies. The names often appear beside prominent sports leagues, broadcasters and betting brands, but a shared promotional page is not an ownership chart.
| Name | Type | What it illustrates |
|---|---|---|
| GeniusIQ | Genius technology platform | Data, computer vision and AI-related sports applications; performance claims are the company's own unless separately tested |
| BetVision | Genius product | Interactive viewing and in-play features supplied for betting partners, not a standalone casino |
| Second Spectrum | Group technology business | Player tracking, analysis and enhanced broadcast experiences |
| Engage | Genius product offering | Fan engagement and interactive experiences for commercial clients |
| FIBA | External sports federation and partner | Use of data and video solutions; not a Genius subsidiary |
| NFL | External league and commercial rights counterparty | Official data and technology relationships; separate from the NFL's disclosed equity-related interests |
For instance, FIBA describes data and video solutions developed with Genius that can support basketball competitions. That is evidence of a real use case, not evidence that FIBA belongs to the group. Similarly, a Genius-branded graphic on a broadcast does not make the broadcaster a subsidiary.
GeniusIQ is also best understood as a platform proposition, not an independently proven guarantee of faster officiating, better betting margins or higher advertising returns. Claims about what a tool can do require a different standard of evidence from claims about the financial results it has already delivered.
Betgenius refers to the group's earlier UK technology business, including the company now called Genius Sports UK Limited; it is not a separately listed parent. See our brands, platforms and subsidiaries guide for the entity map.
Ownership and commercial relationships
- Genius Sports Limited: listed parentGroup ownership / operationGroup businesses and products: Second Spectrum, GeniusIQ, BetVision
- Genius Sports Limited: listed parentAcquisitionAcquired Legend media business
- Genius Sports Limited: listed parentRights and technology agreementsExternal rights holders: NFL, FIBA
- Group businesses and products: Second Spectrum, GeniusIQ, BetVisionCommercial servicesExternal clients: sportsbooks, broadcasters, brands
Solid lines identify group businesses; dashed lines indicate commercial relationships, not ownership. Individual contract rights and legal holders require their own verification.
Why the media business matters
Calling Genius merely an official sports data supplier now misses an important part of its direction. In February 2026, Genius announced an agreement to acquire Legend, a sports and gaming media business. It announced completion on 1 May 2026; the interim accounting material uses 30 April 2026 as the acquisition date for Zeal Limited. Those dates describe different stages, rather than competing versions of one event.
The transaction brought a major media component into the group. Genius's announcement identified properties including Covers.com, Casino.org and Casino Guru within Legend's media portfolio. Those sites should not be mistaken for unrelated independent assessments of Genius when their corporate connection is relevant. Nor does naming them establish the precise legal owner of each domain without a separate chain-of-title check.
Strategically, the attraction is understandable. A business that supplies sports data and technology can also reach an audience through publishing, advertising and engagement products. That creates more potential uses for a given sporting event and can diversify the commercial relationships surrounding it.
Yet combining businesses is not the same as proving the combination is profitable. Acquired revenue can lift the reported media revenue immediately, while financing, integration costs and contingent consideration affect the economics in other ways. Genius's 2026 media growth therefore cannot simply be labelled organic. The history and acquisitions page examines how the transaction changed the group.
Genius Sports at a glance: latest results
The most recent results available for this review are the group's unaudited figures for the third quarter and first nine months of 2026, published on 5 November 2026. They show a sizeable business and a much stronger third quarter, but also explain why one good quarter cannot stand in for the whole year.
| US$ million | Q3 2026 | Nine months to 30 September 2026 |
|---|---|---|
| Revenue | 269.864 | 653.319 |
| Adjusted EBITDA (non-GAAP) | 87.140 | 163.722 |
| Operating income/(loss) | 10.423 | −88.307 |
| Net result | approximately −15.7 | −147.901 |
| Free cash flow (non-GAAP) | 53.571 | −136.190 |
Source: Genius Sports, third-quarter 2026 results, 5 November 2026. Figures in millions of US dollars; reported source tables are expressed in thousands. Adjusted EBITDA and free cash flow are management-defined non-GAAP measures, not substitutes for statutory earnings or cash-flow statements.
The group generated $53.6 million of free cash flow in Q3, but its cumulative free cash flow for the first nine months remained negative $136.2 million. Both figures matter. The quarterly improvement is encouraging; the year-to-date figure shows that cash generation across the period was considerably less comfortable. Likewise, positive Q3 operating income did not translate into a net profit: the quarter still recorded a net loss.
Management raised its full-year 2026 guidance to revenue of $1.015 billion-$1.035 billion and adjusted EBITDA of $287 million-$297 million. Those are expectations issued in November, not completed annual results. They should not be reported as money already earned.
Acquisition effects also matter when reading growth. With Legend inside the consolidated business for part of 2026, year-on-year changes contain both underlying activity and changes in the group perimeter. Readers interested in the composition of the results, cash flow, financing and comparability can explore our financial performance analysis.
Leadership, listing and corporate footprint
Genius Sports Limited is the Guernsey-incorporated listed parent, registered under number 68277. Its British foreign-company record FC039028 and UK establishment BR024126 describe that same overseas company and establishment, not two additional listed parents. The separate UK operating company Genius Sports UK Limited, company number 04062777, has its own legal identity and history.
Its London operations do not change the parent's incorporation. A UK subsidiary's licence also does not automatically cover every group company or customer product.
Mark Locke is chief executive. The company's public-market status means that ownership is distributed among shareholders rather than being accurately explained by saying one individual simply “owns Genius Sports”. The NFL is notable because it has both a commercial relationship with the business and disclosed equity-related rights; those two roles need separate analysis. The detailed position changes with dates, warrants, share counts and filing definitions, so an old percentage should not be passed off as a live ownership figure.
GENI is the group's NYSE share ticker. Our people and ownership research and GENI share price and outlook address ownership and valuation separately.
What makes the business valuable and exposed
I see the core attraction in the connection between authorised sporting information, technology used by commercial customers and the ability to reach fans through media. Each element can reinforce the relevance of the others. Official rights and working integrations can be difficult for a rival to replicate quickly, while a broad range of products gives Genius several possible ways to serve a client.
The same connections create dependencies. Important sports-data arrangements can be expensive and subject to renewal or competitive tender. Customers may reconsider suppliers, technology must work under demanding live conditions, and the commercial value of new AI-led products still needs to show up in measurable outcomes. Media acquisitions add financing and integration demands as well as audience opportunities.
For me, the question is not simply how many league logos or product names Genius can display. It is whether its contracts remain durable and whether growing revenue translates into sustainable cash generation after rights costs, investment and financing. Those issues are developed in risks and opportunities, not resolved by a product slogan.
Explore the Genius Sports group
This overview is the starting point for eight more specific investigations. Each answers a different question without treating the public parent, acquired media assets and external partners as one undifferentiated organisation.
- Brands and subsidiaries: which companies and products belong to the group, and which names are only commercial relationships?
- History and acquisitions: how did the business develop from its earlier Betgenius operations to Legend and the current listed group?
- Business model and technology: how do data rights, technology distribution and media services become revenue?
- Financial results: what do earnings, cash conversion, debt and acquisition effects actually show?
- People and ownership: who leads the group, and how should shareholder and warrant disclosures be read?
- Risks and opportunities: what could strengthen or weaken its economics?
- Markets, partners, rights and licences: which rights and permissions apply to which businesses and territories?
- GENI shares, chart and outlook: how should investors approach the listed security and its valuation questions?
Return to the wider Gambling Empires corporate research section for other companies connected with betting and gaming.
My assessment
As at 8 November 2026, I regard Genius Sports as more than a sports betting data provider: its technology and media activities offer several routes to commercialise sporting attention. Yet the contrast between positive Q3 free cash flow and negative nine-month free cash flow calls for caution. Durable contracts and lasting cash conversion matter more than a growing list of products or acquisition headlines.
Documentary sources
- Genius Sports Limited, 2025 Form 20-F; SEC CIK 1834489: sec.gov/edgar/browse/?CIK=1834489
- Genius Sports, third-quarter 2026 results, published 5 November 2026: investors.geniussports.com, News, Q3 2026 results.
- Companies House, Genius Sports Limited foreign-company filing FC039028 and establishment BR024126: find-and-update.company-information.service.gov.uk/company/FC039028
- Companies House, Genius Sports UK Limited, 04062777: find-and-update.company-information.service.gov.uk/company/04062777
- Genius Sports, February 2026 Legend acquisition announcement and 1 May 2026 completion announcement: geniussports.com/newsroom
- FIBA, Data and Video Solutions: Genius Sports: about.fiba.basketball/en/services/data-and-video-solutions/genius-sports