Are You Watching This?!

What Are You Watching This?! does

Are You Watching This?! (RUWT?!), operating through parent entity RUWT, LLC, is a privately held, self-funded B2B sports engagement platform founded in 2006 in Austin, Texas, by CEO Mark Phillip. The company builds and licenses real-time Sports Excitement Analytics, a patented engine that monitors sporting events globally via pitch-by-pitch and shot-by-shot data feeds to score games on a numerical excitement scale and surface "Instant Classics in the making." This core capability is exposed as a suite of APIs (Excitement Analytics, Sports Data, Television Listings, Odds, Natural Language, Video Highlights) and complementary modules (Automated Headlines, Data Translation Hub, DVR Extender, Hosted Solution), with the Data Translation Hub acting as interoperability middleware that processes and translates feeds between major providers including Sportradar, STATS, Opta, Nielsen, TiVo, Gracenote, Rovi, and Champion Data.

The company's go-to-market targets four verticals: sports media companies (FOX Sports, USA Today, Hearst, Sporting News, VSiN), sportsbook operators (DraftKings, FanDuel Sports Network), affiliate and betting publishers (Catena Media, Covers.com, Raketech, IC360, Fantasy Life), and cable/satellite operators alongside sports properties. Revenue is generated through three streams: (1) recurring B2B API and data licensing, (2) MetaBet sportsbook affiliate revenue through contextual dynamic widgets that the company reports drive 10x the CTR of static ads and serve billions of impressions annually, and (3) hosted solutions and professional services. Geographic coverage is described as global for game monitoring, with the Television Listings API covering 10,000+ TV stations and 2.8 million+ ZIP/Postal Code and provider combinations across the US and Canada.

The company has been 100% self-funded and profitable since 2013, holds three granted US patents effective until 2033, and operates a small, founder-led team with no disclosed external funding, no headcount figure, and no public revenue. Recent strategic momentum is evidenced by two announced partnerships in 2025 (FanDuel Sports Network in February and Optimove in May) that extend the excitement signal into regional sports network CRM workflows and broader marketing automation respectively.

Name

Are You Watching This?!

Legal name

RUWT, LLC

Website

https://areyouwatchingthis.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Are You Watching This?! (RUWT, LLC) is a self-funded, profitable B2B sports engagement platform that licenses patented real-time Excitement Analytics APIs and MetaBet sportsbook affiliate tools to sports media companies, sportsbook operators, and affiliate publishers.

Ownership category

akta.pro rank

Product category

Sports Data & Analytics Software

NAICS

Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

akta.pro secondary industries

Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL), Sportsbook Affiliate & Comparison Sites (MPAEAMAA), Data Platforms, BI/Reporting & Player Analytics (CDP/Attribution) (MPAEAKAI)

Keywords

• Real-time sports analytics
• Sports data API
• Television listings API
• Sports betting monetization
• Broadcast fragmentation solutions

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. B2B Data Services / API Licensing: Revenue from licensing real-time Excitement Analytics data, TV listings, and odds data to sports media companies, cable/satellite operators, and sports-centric brands. Services include Excitement Analytics API, Sports Data API, Television Listings API, and Odds API.
2. MetaBet Sportsbook Affiliate Revenue: Monetization tools for sportsbook operators and betting publishers through automated contextual ad tiles. MetaBet serves billions of impressions annually with dynamic widgets that drive 10x the CTR of static ads, generating affiliate revenue for publishers.
3. Hosted Solutions and Professional Services: Custom implementation services, hosted solutions, and development services based on the RUWT?! API that enable faster deployment of sports engagement features.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Are You Watching This?! (RUWT?!) is a B2B sports engagement platform that licenses real-time Excitement Analytics, television listings, sports data, and odds via APIs to sports media companies, sportsbook operators, and betting publishers. Its patented rating engine monitors live games pitch-by-pitch and shot-by-shot to surface the most exciting matchups, complemented by the MetaBet suite that monetizes those moments through automated contextual sportsbook-affiliate widgets. The Data Translation Hub normalizes feeds between Sportradar, STATS, Opta, Nielsen, TiVo, Champion, Gracenote, and Rovi to free customers from single-vendor lock-in.

Product overview

Are You Watching This?! is a B2B sports engagement platform comprising a core product and multiple specialized sub-brands. The main Are You Watching This?! (RUWT) platform provides real-time Excitement Analytics, TV listings, and Odds data. The MetaBet sub-brand focuses on sportsbook affiliate revenue through automated betting integrations. The I Can't Find The Game! sub-brand addresses broadcast fragmentation for fans. The platform offers a suite of API products including Sports Data API, Television Listings API, Odds API, and Natural Language API, complemented by add-on modules like Automated Headlines, Data Translation Hub, DVR Extender, Hosted Solution, and Video Highlights. The architecture combines a patented excitement scoring engine with data translation capabilities and multiple delivery mechanisms (APIs, widgets, hosted solutions) to serve sports media companies, operators, and affiliates.

Differentiator

Problem solved

Functional benefit

Brands

• MetaBet: Helps publishers unlock sports fan engagement and sportsbook affiliate revenue through automated, contextual betting product integrations. Serves billions of impressions annually with dynamic widgets driving 10x the CTR of static ads.
• I Can't Find The Game!

Products and services

• Excitement Analytics API Real-time analytics service that monitors games around the globe through pitch-by-pitch and shot-by-shot data to surface 'Instant Classics in the making.' Provides numerical excitement scores from zero to infinity for comebacks, upsets, rivalries, and individual performances, delivered to sports media companies and sportsbook operators.
• Sports Data API API providing real-time sports data including live game scores, schedules, and sporting event information from multiple leagues and sports across the globe. Used by media companies and affiliates to power sports content.
• Television Listings API API providing channel numbers for all legacy cable and satellite providers plus one-click URLs for major streaming platforms. Helps fans and operators navigate broadcast fragmentation by mapping ZIP/postal codes and providers to watchable sports content.
• Odds API API providing sports betting odds data integrated with Excitement Analytics to power contextual wagering prompts and affiliate revenue across sportsbook operators and betting publishers.
• Natural Language API Semantic analysis API that lets customers integrate with two lines of code, scan pages, understand topics being discussed, and automatically display complementary wagering tiles and markets based on context.
• Video Highlights Service aggregating sports video highlights from across the web to support fan engagement and content integration.
• Hosted Solution Fully managed hosted deployment of RUWT engagement features for customers who want turnkey implementation without managing API integration themselves.
• MetaBet Monetization sub-brand that helps publishers unlock sports fan engagement and sportsbook affiliate revenue through automated, contextual betting product integrations. Dynamic widgets serve billions of impressions annually and drive 10x the CTR of static ads for sports media, sportsbook operators, performance marketers, and betting publishers.

Quantifiable outcome

• MetaBet dynamic widgets drive 10x the CTR of static ads
• +3 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability6 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• OptimovecoreStrategic or Co-development Partner · 22 May 2025Partnership to deliver real-time fan engagement by combining Are You Watching This?! excitement data with Optimove's marketing platform. Unlocks new level of contextual, fan-first engagement for sports media customers.
• FanDuel Sports NetworkcoreStrategic or Co-development Partner · 5 February 2025Partnership to drive engagement and viewership for FanDuel Sports Network (recently rebranded from Bally Sports, owned by Main Street Sports Group). RUWT's patented Excitement Analytics integrated into the network's CRM system to trigger automated push notifications highlighting key sports moments. Also includes automatically generated storyline summaries to capture users by explaining why games are compelling. Targets 30 NBA, NHL, and MLB teams.
• ChalklineminorStrategic or Co-development Partner · 17 May 2021Partnership centered on complementary sports betting acquisition and retention products for media companies and operators. Chalkline is a free-to-play and real money sports betting firm.
• Catena MediacoreGTM or Marketing Partner · 20 December 2020Partnership formalized December 2020 to leverage MetaBet suite of sports betting engagement and conversion tools across 20 of Catena Media's igaming websites.
• SportradarcoreTechnology or Integration · 10 July 2017Partnership with data giant Sportradar announced July 2017. Sportradar is one of the major Sports, TV, and Gambling data providers that RUWT?! processes data from and translates between.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Genius Sports: Genius Sports provides official sports data feeds, betting technology, and media solutions to sportsbooks and leagues globally. Comparable to RUWT in serving sportsbooks with data-driven engagement and trading feeds, though at significantly larger scale.
• Raketech: Raketech is a sports betting and casino affiliate marketing company with a strong Nordic footprint. It is both a RUWT customer (per the customer roster) and a direct comparable to MetaBet in sportsbook affiliate monetization.
• Better Collective: Better Collective is a leading sports betting affiliate and digital media operator with brands across multiple geographies. It competes directly with MetaBet in the sportsbook affiliate space and pursues a similar playbook of acquiring and operating sports betting comparison/publisher sites.
• VSiN: VSiN (Vegas Sports Information Network) is a sports betting media and content company that uses RUWT's API to power its Game Finder tool. Comparable as a sports betting media operator and content-driven engagement platform serving sportsbook and bettor audiences.
• Sportradar: Sportradar is a leading global sports data and content provider serving sportsbooks, media companies, and leagues. It is both a direct competitor (upstream data feeds) and an integration partner of RUWT through the Data Translation Hub, making it the closest comparable in sports data distribution.
• Catena Media: Catena Media is a global sportsbook and casino affiliate operator running 20+ igaming websites. It is both a MetaBet customer (partnership formalized 2020) and the most direct comparable in sportsbook affiliate revenue generation — MetaBet's core monetization stream.
• Covers: Covers is a sports betting media and odds-comparison publisher. It is a RUWT customer and a direct comparable in monetizing sports content via betting affiliate integrations — the same business model MetaBet enables.
• Stats Perform: Stats Perform (formerly STATS LLC and Opta) provides AI-powered sports data, content, and integrity services to sportsbooks, media, and leagues. It is one of RUWT's named integration partners and a direct competitor in the sports data feed layer.

Others

• Optimove: Optimove is a CRM and marketing-automation platform with strong penetration in sports betting and gaming. It is a RUWT integration partner (May 2025) and an adjacent ecosystem player whose capabilities compete with or complement RUWT's excitement-triggered notification features.

Emerging players

• Chalkline Sports: Chalkline provides free-to-play sports gaming and acquisition/retention products for sportsbooks and media companies. It is a RUWT partner (announced 2021) and an emerging competitor in the sports-betting engagement layer where MetaBet operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RUWT
• Facebookfacebook.com/areyouwatchingthis
• LinkedInlinkedin.com/company/are-you-watching-this-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Are You Watching This?!