Sports betting data provider IMG Arena has acquired controlling interest in Swedish computer vision company Signality. The investment will improve IMG Arena’s fan engagement offerings with advanced data from Signality’s AI software that analyzes video streams to track ball and player movement.

Endeavor-owned IMG Arena struck a deal in 2018 to become the PGA Tour’s exclusive seller of data to sportsbooks. The company also has betting data and livestreaming distribution deals with UFC, NASCAR, MLS, the NHL, ATP and the UK’s Football Association. Signality was founded in 2016 and has mostly worked within soccer, as it was a member of the UEFA Innovation Hub in 2019.

IMG Arena previously acquired ball-tracking technology FlightScope Services in April. Its move to acquire majority ownership in Signality is similar to previous acquisitions made by fellow betting data distributors Sportradar and Genius Sports. Sportradar acquired computer vision and analytics specialist Synergy Sports in April 2021, while Genius bought AI camera player-tracking leader Second Spectrum for $200 million in May 2021.