California-based tech startup Thuuz Sports is expanding from its original legacy business of measuring excitement levels for live games into automated sports video highlights production. Leveraging its automated technology, the company last year tested various efforts with Fox Sports during coverage of the ’18 FIFA World Cup, and recently completed a separate agreement with Fox Sports Australia that is expected to be formally announced in the coming weeks, with other highlights deals in development. “The automated video business has really become the core focus for us going forward,” said Thuuz Sports Exec VP Wayne Sieve. “What we’ve found was applying that same IP and knowledge of our excitement ratings to the video space has made for a really interesting use case and the ability to create real-time personalized highlights.” The shift places Thuuz Sports in competition with several outfits including WSC Sports and Greenfly, among others, that have gained a sizable head start in the space. Thuuz Sports is aiming to have its excitement algorithms be a key point of differentiation. “We’re really leaning into our AI as the backbone of what we’re doing,” Sieve said.
