At a glance
Content Arena is a global B2B sports rights platform that connects rightsholders, such as federations, leagues, and content agencies, with sportsbook operators. It simplifies the acquisition and distribution of live betting video content through direct sales, smart contracting, and seamless delivery. Buyers benefit from flexible, match-by-match purchasing and quick integration, while sellers gain direct access to new markets and full transparency over pricing and usage.
For rightsholders, Content Arena provides direct access to consumer insights, revealing which sportsbook operators are purchasing their content and how users from different geolocations are engaging. These analytics help optimize match scheduling and geographic event planning based on viewer interest. Rightsholders also benefit from a targeted marketplace to sell 2nd and 3rd-tier sports content to niche audiences.
On the buyer side, Content Arena offers flexibility and reduces larger pre-investment burdens, enabling match-by-match and territory-by-territory purchases that allow sportsbooks to test viewer interest without the necessity to commit to larger packages. Technology service providers and aggregators of sports content can also utilize this solution as sellers or buyers, providing alternative content sales and sourcing opportunities. With its transparent and independent approach, Content Arena is unlocking new opportunities across the sports betting content ecosystem.
To better serve both sportsbooks and rightsholders, Content Arena sought a trusted partner to power seamless streaming and playback, ensuring fast, reliable delivery and high-quality viewing experiences. By integrating Dolby OptiView Streaming, they enhance viewer engagement, extend betting windows, and increase sportsbook page retention across devices and geographies.
The challenge
Content Arena is a newly established B2B platform connecting global buyers and sellers of live sports betting content. To succeed, it must help both parties to achieve commercial success by delivering video feeds reliably and efficiently across diverse geographies and devices. This means Content Arena needed a streaming and player solution that was technically robust, globally scalable, and capable of supporting a fast launch and future growth. The solution must ensure seamless, low-latency content delivery from rightsholders to sportsbook operators, with playback quality that meets the high expectations of a sophisticated sports betting industry. This boosts revenue opportunities for sportsbooks and drives greater value back to rightsholders.
As a new extension of Content Arena’s already existing and well-established sports broadcast rights marketplace, aiming for rapid launch and scalable growth of the sports betting video solution, the team was looking for a premium third-party solution that could help achieve its goals of maximizing value for rights holders and sportsbooks without added complexity.
Operational simplicity was another key priority. Content Arena wanted to minimize technical complexity for all of its partners, so the player and streaming solution had to integrate both easily and quickly into existing sportsbook applications, ensuring a frictionless, minimal effort experience for sellers and buyers.
The solution
Both streaming and playback are key to Content Arena’s mission of connecting sellers and buyers of live sports content, together with the platform’s unique features such as automated pricing, smart contracting, and consumption analytics.
Content Arena has selected Dolby OptiView to power both streaming and playback, creating a seamless experience for rightsholders and sportsbooks while significantly simplifying operations and accelerating time-to-market.
Consistent streaming for live sports betting
Content Arena leverages Dolby OptiView Streaming to ensure low latency delivery of live sports content from rightsholders to sportsbook operators. This empowers sportsbooks to maximize fan engagement and boost revenue by attracting and retaining users with an additional entertainment offering, creating call-to-action opportunities. The solution is globally scalable, resilient, and built to reliably support high-performance delivery across diverse geographies and network conditions.
“The streaming solution is extremely important for Content Arena. We chose to work with a leading provider and innovator in this technology sector because the combination of low-latency, high quality, flexibility, and reliability of the service, accompanied by the team’s convincingly high level of expertise, is exactly what we were looking for. It has to be a live product that delivers the lowest possible latency, and Dolby delivers on that.” — Benedikt Eder, responsible for Platform & Product Technology at Content Arena
Dolby OptiView Player for sportsbooks
To support smooth playback for sportsbook viewers, Content Arena makes Dolby OptiView Player available as a trusted, easy-to-integrate option for operators. The player is widely recognized for delivering a great viewer experience thanks to its premium, cross-platform performance. Easy to implement and trusted in the industry, the player ensures that end users enjoy consistent, high-quality video regardless of device.
“Content Arena serves as the platform and enabler between buyers and sellers. We need a player that’s easy to integrate for every bookmaker. Fortunately, various bookmakers already have the Dolby OptiView Player integrated, which is a strong advantage for our go-to-market strategy.” — Lukas Seiler, Board Member at Content Arena
The results
Smooth onboarding experience
The onboarding experience was described as highly positive and supportive. Content Arena, shared that, even before integration, the Dolby team provided clear explanations and guidance on how the streaming service works and could be best utilized to serve Content Arena’s business, including the provision of protocols and best practices.
As a startup, Content Arena appreciated the flexibility to start small while having the option to scale up later. The service was well-packaged for businesses of various sizes. Technical integration was straightforward and successful, with everything working well during testing.
Higher revenue for sportsbooks
Content Arena provides dedicated services for both sports betting live video and broadcast media content. In sports betting, low-latency streaming maximizes the entertainment experience around the transaction, helping sportsbooks increase revenue.
Subject to the contribution feed provided by rightsholders, Dolby OptiView Streaming allows Content Arena to achieve end-to-end latencies of approximately 1 second, delivering a fast and reliable service to its bookmaker clients.
Successful launch with Dolby OptiView
Content Arena successfully launched its partnership with Dolby OptiView on August 18, 2025, and has been actively onboarding both sellers and buyers since then. By simplifying operations, accelerating time-to-market and providing a seamless experience for both rightsholders and sportsbooks, the collaboration empowers Content Arena to rapidly scale its platform and deliver real value to its partners and customers.
Ready to elevate your live sports betting platform? Speak with an expert today and discover how Dolby OptiView can transform your streaming experience.
