What Automated Insights does

Automated Insights is a Natural Language Generation (NLG) product now operated under Stats Perform that converts structured sports data from Stats Perform's Opta database into automated, multi-language written narratives for sports media and sports betting applications. Originally incorporated in 2007 as an independent company headquartered in the United Kingdom, the business was acquired by Stats Perform and repositioned as a sports-exclusive AI offering; its legacy general-purpose Wordsmith platform remains listed but is de-emphasized, with new enquiries redirected to Stats Perform marketing.

The product portfolio centers on four content types: Pre-Game Previews (multi-language automated previews designed to expand ad inventory), Pre, Live & Post-Game Insights (low-latency contextual updates for goals and match events, suitable for commentary or push notifications), Post-Game Recaps (data-driven summaries leveraging Opta and OptaAI data including xG metrics), and Player Bios (dynamic seasonal profiles that update as matches are played). Underlying capability combines generative AI text generation with Stats Perform's proprietary Opta data feed and computer-vision-derived event data, supporting applications ranging from long-form game reports to bite-sized player-statistics facts for bettor decisioning.

Revenue is generated through a subscription/recurring model sold via direct enterprise sales into a defined set of sports industry verticals — sports media and creators, sportsbooks, teams/leagues/federations, and broadcasters/streamers. Pricing is not publicly disclosed; the only listed contact paths are Stats Perform's Product Finder and Contact Us channels. No revenue, named customer logos, or pricing terms are disclosed in the available data; reported headcount is 51–100 employees. Pre-acquisition, the company raised approximately $10.8M in early-stage rounds between 2009 and 2014 from investors including Court Square Ventures, IDEA Fund Partners, OCA Ventures, Osage Venture Partners, Revolution, and Samsung NEXT.

Name

Automated Insights

Legal name

Stats Perform

Website

https://automatedinsights.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Automated Insights, a Stats Perform product, uses generative AI to convert the Opta sports database into automated multi-language written narratives — previews, live insights, recaps, and player bios — for sports media and sportsbooks.

Ownership category

akta.pro rank

Product category

Sports Content Automation Software

NAICS

Software Publishers (5132), Information (51), Spectator Sports (71121)

SIC

Services-Prepackaged Software (7372), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL)

akta.pro secondary industries

Sports Data Feeds & Integrity Monitoring (MPAEACAE), Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)

Keywords

• Natural language generation
• Sports content automation
• AI sports storytelling
• Automated game recaps
• Sports data narratives

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. AI-Powered Content Generation: Natural Language Generation services for sports media, turning big Opta database into readable narratives for sports storytelling and betting in multiple languages.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Automated Insights is a generative AI-powered Natural Language Generation platform that converts structured sports data from Stats Perform's Opta database into human-readable narratives for sports media and betting operators. It delivers four content categories—Pre-Game Previews, Pre/Live/Post-Game Insights, Post-Game Recaps, and Player Bios—across multiple languages, with low-latency outputs tailored for live sports coverage and betting contexts.

Product overview

Automated Insights, now integrated into Stats Perform, is a Natural Language Generation (NLG) system that transforms the company's deep Opta sports database into automated, contextual written narratives for sports media and betting applications. The product portfolio centers on Automated Insights NLG technology as the core engine, which generates four distinct content types: Pre-Game Previews (multi-language automated previews), Pre/Live/Post-Game Insights (low-latency contextual match updates), Post-Game Recaps (data-driven game summaries leveraging xG and OptaAI data), and Player Bios (dynamic seasonal player profiles). The system operates exclusively on sports storytelling and betting use cases, generating content in multiple languages from structured Opta data. A legacy Wordsmith product for general business NLG is noted as a historical offering with enquiries redirected to Stats Perform marketing.

Differentiator

Problem solved

Functional benefit

Brands

• Wordsmith: Natural Language Generation platform for creating automated written content from data, now integrated into Stats Perform's generative AI tools.

Products and services

• Automated Insights (Natural Language Generation)

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Stats Perform: Stats Perform is the parent company of Automated Insights and the broader sports data and AI ecosystem (Opta data, OptaAI Studio, AI-driven content). It operates a wider portfolio of products beyond NLG, including data feeds, video, and trading tools, and is the dominant comparable for the integrated AI sports content space.
• Tracab (Sony): Tracab, now part of Sony's Hawk-Eye Innovations, provides sports tracking data and computer vision-driven content for media and sportsbooks. It is comparable to Automated Insights as a sports data and AI content provider serving similar enterprise customers.
• Genius Sports: Genius Sports provides sports data, technology, and content services to sportsbooks, leagues, and media. Its official data partnerships and AI-driven content capabilities overlap with Automated Insights' sports storytelling and betting customer segments.
• Sportradar: Sportradar is a leading sports data and content provider serving sportsbooks, media companies, and leagues worldwide. It offers data feeds, odds, trading services, and increasingly AI-driven content products, overlapping with Automated Insights' sports media and sportsbook customer base.

Direct peers

• Catapult Sports: Catapult Sports provides athlete performance tracking and analytics data, increasingly extending into AI-generated insights and content for teams and federations. It shares Automated Insights' vertical focus on turning sports performance data into actionable narratives.
• Second Spectrum: Second Spectrum provides AI-powered sports tracking, analytics, and content generation for leagues, broadcasters, and teams. It overlaps with Automated Insights in using AI to convert structured sports data into narrative and visual content for similar customer segments.
• Synergy Sports: Synergy Sports (part of Endeavor) provides sports video, data, and AI-driven content tools for leagues, teams, broadcasters, and media. It is comparable to Automated Insights in leveraging AI to generate sports content from structured data for similar customer segments.
• Hudl: Hudl provides sports video and data platforms for teams, leagues, and broadcasters with AI-assisted highlight and content generation. It overlaps with Automated Insights in serving sports media and teams with AI-driven content derived from performance data.
• WSC Sports: WSC Sports provides AI-powered automated sports video highlights and content generation for media companies, leagues, and sportsbooks. It is a direct peer to Automated Insights, applying AI to transform structured sports data into ready-to-publish media content at scale for similar customer segments.

Emerging players

• Pixellot: Pixellot provides AI-automated sports video production and streaming for leagues, schools, and broadcasters. It is an emerging peer to Automated Insights in the broader AI-driven automated sports content space, though focused primarily on video rather than text narratives.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AInsights
• Facebookfacebook.com/231503343563646
• LinkedInlinkedin.com/company/2708220

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds4 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Automated Insights