Turning Betting Lines Into Storylines for Entain

As one World’s largest sports books, Entain operates dozens of brands spanning every major league around the world.

With teams, matchups, odds, and conversations constantly changing, Entain needed a way to move at the speed of global sports, where every moment creates a new opportunity to connect with fans.

Built to Scale in Every Direction

One flexible system creates content across brands, media, formats, languages, and sports.

The tool adapts each output to its audience, market, and platform.

Automated at Scale.
Guided by Human Judgment.

AI agents manage the continuous work of researching, generating, assembling, and adapting content across brands and markets.

Creative teams can also guide the system, refine its output, and approve what goes live through a robust content management platform.

Agents That Are In The Know.

An agent uses betting odds, sports data, and live social conversations to identify relevant stories and transform them into production-ready content.

Giving The System A Voice.

Synthetic hosts were developed through a process of visual and vocal casting —creating distinct personalities that reflect the culture and nuance of each global market.

From Code To Content.

The system automatically assembles and exports finished videos in the formats and dimensions optimized for each social platform.

Unique stories from authentic voices for every situation.

Entain moved beyond boilerplate content, effectively creating timely and bespoke stories for every brand, sport, market, and moment.