Data provider Genius Sports Ltd. is exploring ways in which it can help online sports betting sites sell newer and more advanced wagering opportunities to customers — and perhaps much more.

London-headquartered Genius bought “cutting-edge data tracking and visualization solutions” company Second Spectrum Inc. in 2021 for approximately $200 million, and has since been able to market the latter’s wares to clients.

For example, Genius announced in October a long-term extension of its official data partnership with bet365. In doing so, Genius said the two companies would start exploring how Second Spectrum’s tech could be incorporated into the mix — a “first,” Genius noted.