Advanced Television

Play Anywhere, Phenix enable next-gen interactivity and real-time ad insertion

January 21, 2025

Play Anywhere and Phenix Real Time Solutions have released a solution for live sports interactivity with the lowest video streaming latency in the market. The turnkey joint solution will combine with a first real-time server-side ad insertion to enable fans to watch live sports in real time and in sync, and engage with gamification, e-commerce, betting, and interactive ads.

Imagine watching a LaLiga match, interacting with your friends, and predicting whether the penalty kick will be successful, all with no streaming delays.

“Phenix’s scalable, real-time streaming technology allows for sub-second latency and real-time ad insertion, which aligns perfectly with Play Anywhere’s value proposition of interactivity. By working together, we have created a powerful partnership that will drive engagement and revenue for leagues and broadcasters,” said Play Anywhere CEO, Yaacov Ben-Yaacov.

Both Play Anywhere and Phenix share a common goal to improve live sports streaming for global audiences by engaging fans with interactive experiences on any device as if they are inside the stadium.

Bill Wishon, Chief Product Officer at Phenix, states: “Play Anywhere has created a new rights category for interactivity, which is at the heart and soul of what Phenix believes live sports fans crave. Combining real-time streaming and Play Anywhere’s Interactive Rights, the opportunities for leagues and broadcasters are endless.”

By innovating the way leagues, broadcasters and rights holders manage interactive rights, and by enabling the creation of new revenue streams from interactivity, Play Anywhere enables the rollout of Interactive experiences to the mass consumer market, while at the same time ensuring regional and league regulatory compliance, as well as brand compliance. When combined with Phenix real-time streaming and ad insertion, it changes the narrative across sports, betting and gamification.

Pete Scott, CSO and co-founder of Play Anywhere and former VP of Innovation at Warner Bros Discovery notes that: “this partnership between Phenix and Play Anywhere is the next evolution of live streaming content and the ‘real-time’ expectations of fans worldwide.”

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