Genius Sports by Together. A case study.

Big league.

Genius Sports has mastered the art of turning data into entertainment. Founded in London in 2001, the firm has evolved into a $1.5B global leader in sports data tech, with 1,800 employees and 650 long-term partnerships with pretty much every organisation in sports.

The plot thickens.

With shifts in technology changing the way fans enjoy sports and a new audience favouring immersive, behind-the-scenes content, Genius asked us to revamp their web presence. The motion of sports that was already a core part of the Genius brand required a website that felt alive with the buzz of game day. And the site needed to better communicate their wide-ranging products and innovative approach to a diverse set of stakeholders.

The MVP. Genius is uniquely positioned as the most complete sports data platform in the space. Our challenge was to bring it all together under one intuitive information architecture.

The connective tissue. The Genius business model is a complex one, essentially comprising four businesses in one. But the connective tissue between them all is sports data.

Thankfully, Together knows a thing or two about creating integrated, B2B-focused digital experiences. So, we set about creating a marketing website that would encompass the infrastructure for the entire sports ecosystem

Game on.

We hustled up the team (strategy, UX, copy, design, dev and motion) to create a site that included product and solution packaging, as well as taxonomy and journey maps. We also needed to create a tone of voice that would evoke human connection, focused energy and modern expertise — while speaking to everyone from teams and leagues to broadcasters and brands.

Built on Genius. The core concept of ‘Built on Genius’ was an aspirational refrain that worked as a rallying cry for the business, as well as working to make the brand synonymous with a new age of sporting experience and entertainment. Synonymous, in fact, with a whole new world of sport.

Driven by data. Serving some of the world’s biggest sporting events, tournaments and brands with data-led stats (like the NFL, Premier League, NBA and ESPN) — as well as offering important adtech innovations to brands like Pepsi via sophisticated data management tech — meant overcoming some complexity in terms of the shape of the business, as well as the UI of the site.

The Genius Sports brand is all about dynamism and action, so we honed in on the data that Genius collates from many different types of sport and visually gamified it.

Using real world videos of sports allowed us to make the whole site feel grounded in the world of sport. We then overlaid the product to show the power of the Genius platform and how it can create more personal and immersive experiences for sports fans.

Micro on max. Using motion and micro interactions throughout the site, our developers leaned into the use of horizontal lines on button hovers, masthead reveals, and image callouts throughout the site’s complex pages to compliment the brand’s inherent sense of momentum.

This approach also allowed the devs to build a CMS experience tailored to turning these animations on and off ad-hoc so they can be used wherever and whenever required.

With thanks to

Tom Washington, Juliana Galeano and Abbie Fairlie.

Genius Sports

The MVP of sports data.