Caesars Entertainment, in partnership with Genius Sports, recently became the first U.S. sportsbook operator to stream NFL watch-and-bet video in its mobile app. The milestone is newsworthy, because combining live streaming with in-play betting is expected to result in deeper fan engagement and keep bettors on betting platforms longer, which should result in more betting activity.

GENI did not reveal the financial terms of its contract with Caesars.

For Genius, the development serves as validation of the company’s technology and as evidence of deepening ties with the most powerful sports league in the world. “Investors want to see how Genius is more than just a check writer to the NFL,” Charles Scherr (vice president, capital markets & strategic initiatives, Genius Sports) said.