- Amazon (AWS) and Maple Leaf Sports & Entertainment (MLSE) have partnered to transform the future of sports betting.
- The MLSE selected Amazon Web Services as its cloud provider and official provider of artificial intelligence (AI), machine learning (ML), and deep learning cloud services.
- This will involve Canada’s best-known sports franchises—Toronto Maple Leafs, Toronto Raptors, Toronto Football Club (FC), and Toronto Argonauts
Online sports betting just took another huge step into the future. The partnership of Amazon’s tech brand AWS & MLSE will use tech insights research and development program to build a process supporting the many ways teams play on the court, ice, pitch, or field, how players remain healthy, how fans connect with others around them during games, and how sports leagues function internally.
AWS & MLSE Canadian iGaming Partnership
The teaming up of Amazon and Maple Leaf Sport & Entertainment, couldn’t come at a better time as private sportsbooks will be allowed to enter the Canadian sports betting market come April 4th, starting in Ontario.
This powerhouse collaboration will allow (MLSE) to implement AWS-powered program recommendations to increase the caliber of various sporting events. By means of Amazon Rekognition and Amazon Kinesis (AWS’s solutions for building and streaming rapid video and audio materials in real-time), MLSE enables its teams to obtain insightful AWS data.
“We built Digital Labs at MLSE to become the most technologically advanced organization in the sport. As technology advances and how we watch and consume sports evolve, MLSE is dedicated to creating solutions and products that drive this evolution and elevate the fan experience. We aim to offer new ways for fans to connect digitally with their favorite teams while also seeking to uncover digital sports performance opportunities in collaboration with our front offices,” said Humza Teherany, Chief Technology & Digital Officer at MLSE.
“With AWS’s advanced machine learning and analytics services, we can use data with our teams to help inform areas such as team selection, training, and strategy to deliver an even higher caliber of competition. Taking a cloud-first approach to innovation with AWS further empowers our organization to experiment with new ideas that can help our teams perform their very best and our fans feel a closer connection to the action.”
“Game within the Game” Digital Experience
The upcoming technology will be not only be limited to sports arenas, but also for home use and the Metaverse.
MLSE will be utilizing AR and VR applications and Amazon Kinesis to power a project dubbed “Game-within-a Game” for millennials. With the ability to track their favorite players, enhance their game insights in real-time, take part in free-to-play gaming, and participate in on-demand sports betting, fans will be able to enjoy this experience.
By providing the MLSE Digital Arena on the world’s leading cloud, Major League sports teams such as the Toronto Raptors and Maple Leafs can develop a consistent real and virtual fan engagement experience.