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Sports media technology company Deltatre has acquired London-based firm Massive Interactive, which sells software tools to develop and manage over-the-top streaming user interfaces. The purpose of the deal is to expand Deltatre’s sports and entertainment streaming presence on a global scale, specifically within the Asia-Pacific region.  

The deal is worth up to $127 million and the two sides have targeted a closing date of Nov. 20, according to Variety. The companies reportedly see this deal as an opportunity to combine Deltatre’s existing back-end streaming video capabilities with Massive’s expertise in providing front-end user experiences. Massive will operate as a division of Deltatre, which will have 18 offices worldwide and nearly 1,000 full-time staff after the deal is finalized.

“This shift to OTT is accelerating throughout the world, and the ability to customize individual viewing experiences and create genuine consumer engagement is vital to the movement,” said Giampiero Rinaudo, Deltatre’s co-founder and CEO, in a press release. “Massive’s next-generation user interface and audience engagement software are proven to drive [average revenue per user].”

Massive’s UX management console, AXIS, already supports streaming service interfaces for the BBC Worldwide, Bell Media, and Sony Pictures Television. Deltatre’s OTT platform called Amplify is currently used by the ATP’s Tennis TV, NFL Game Pass Europe, Juventus Pass, and several other services. In addition to OTT streaming infrastructure, Deltatre provides clients with a content management system, virtual broadcast studios, graphics, and real-time data distribution.

“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,” said Massive CEO Ron Downey in the press release. “By coming together, we are creating a business that will undoubtedly be the leading B2B vendor for live and OTT video platforms globally.”

SportTechie Takeaway

Bruin Sports Capital purchased majority ownership of Deltatre in 2016. Bruin was founded by George Pyne, who formerly held positions as the COO of NASCAR and president of IMG Sports & Entertainment. “[This deal] is transformative for us,” Pyne said according to Variety. “The future, to me, is the customization of content and the consumer experience.”

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