Genius Sports Adds Microsoft Vet Robbie Bach to Board of Directors

Genius Sports has added Robert J. “Robbie” Bach to its board of directors, according to a press release. Bach began serving as an independent director on Monday.

Bach brings an array of experience from a lengthy tenure with Microsoft, previously serving as the company’s “chief Xbox officer” and the head of its entertainment and devices division. Bach led the launch of Microsoft’s initial console, the Xbox, in 2001. He also spearheaded the launch of Xbox Live and the development of Xbox 360 in 2005.

After helming the Xbox division, Bach later rose to president of Microsoft’s entertainment and devices group, where he led the expansion of the software company’s entertainment efforts into gaming, mobile, music and video divisions. He was responsible for the development of two more hardware products, the music player Zune and the Windows Phone.

“Genius Sports is experiencing exceptional growth through its advanced technology and its global reach,” Bach said in the release. “I am excited to have this opportunity to collaborate with such a talented and visionary team.”

Genius Sports has provided data to the sports betting industry since 2019, partnering with over 400 different sports leagues around the globe to capture and assess player data. The firm hopes Bach’s presence adds to the company’s consumer-facing push as it aims to make inroads with internet advertising.

Genius partnered with X (formerly Twitter) to sell customized ad campaigns through its Trend Genius ad platform during the ongoing NFL season. Trend Genius relies on real-time user data and can cast a wide net through the typically high engagement on the social media platform during the season. The company claimed the technology was a huge success during the Paris Olympics.

Bach’s experience may be an asset for Genius’ gaming platforms. The company has several free-to-play games built for MLB, the NFL and FIFA, as well as Buffalo Wild Wings, which frequently advertises during football and basketball broadcasts.

In August, the data provider posted better-than-expected revenue of $95.5 million in the second quarter of 2024, telling Wall Street it predicts annual growth of 20% for the foreseeable future thanks to its exclusive, multiyear data rights to the NFL and English Premier League. Rights to the NFL, one of Genius Sports’ largest shareholders, don’t expire until 2028, while those for the Premier League expire in 2029.

However, the company did miss net loss expectations in the second quarter, according to S&P Global Market Intelligence, posting a net loss of nine cents a share versus the three cents estimated by an average of 13 analysts.