International sports technology company Deltatre has acquired the over-the-top (OTT) streaming specialist Massive Interactive to help expand its global sports viewership.
Subject to approval, the deal worth up to US$127 million aims to give Deltatre ‘deeper operations’ in Asia and the South Pacific as the company seeks to expand into the entertainment industry.
Massive’s end-user experience (UX) management console will add to Deltatre’s OTT platform Amplify, which currently serves the ATP's Tennis TV, NFL Game Pass Europe, Juventus Pass, and FINA TV.
Axis is already used by global streaming services such BBC Worldwide, Bell Media, and Sony Pictures Television and will assist Deltatre in its bid to reach ‘hundreds of millions of viewers’ via OTT network in sports, entertainment, communications, and aviation.
"This shift to OTT is accelerating throughout the world, and the ability to customise individual viewing experiences and create genuine consumer engagement is vital to the movement,” said Deltatre’s chief executive Giampiero Rinaudo.
“Massive's next-generation user interface and audience engagement software are proven to drive average revenue per user. The acquisition strengthens our leadership positions and expands us both globally and into important growth areas.”
Massive will operate as a division of Deltatre, which will expand to 18 offices worldwide, and nearly 1,000 full-time staff, at close.
"Deltatre is one of the most prominent and experienced technology companies in the world of live sport and therefore the ideal partner to help accelerate our global growth strategy," said Ron Downey, Massive Co-Founder, and CEO.
"The integration of our targeted UX platform, Massive AXIS, with Deltatre's robust product portfolio will combine to offer our customers a highly scalable, quick-to-market solution that drives engagement and increase the profitability of over-the-top video services.”
The move builds on an unprecedented year for Deltatre, which is delivering productions for nearly 100 broadcasters and rights holders combined.
George Pyne, chief executive of Detatre majority owner Bruin Sports Capital, said the deal ”adds another dimension to [Deltatre’s] value proposition to the sports industry”.