SWA Partners with Sportradar to Launch Groundbreaking In-Play MMA Betting Product

SWA Ltd, a London-based leader in live data and AI systems for real-time betting prediction models, today announced a new partnership with Sportradar to launch the industry’s first-ever in-play MMA betting model. The cutting-edge product is now available to Sportradar clients.

Leveraging the official data feeds from both the UFC and the PFL, the new model will provide comprehensive in-play markets across major MMA events, with additional promotions slated for integration in the coming weeks. The system is designed to deliver hundreds of real-time betting markets, forming the foundation for a broader combat sports offering to be distributed through Sportradar.

“Our science team has developed data driven bottom-up generative ai modelling that outputs tens of thousands of potential outcomes every second, pricing each one in real time.

This enables unlimited micro-parlay and social betting opportunities on the same platforms,” said Caspar Hobbs, CEO of SWA.  “MMA has been one of the fastest-growing sports globally for many years, but its speed and complexity have made it difficult to model for betting. We are delighted to partner with Sportradar on this breakthrough MMA product and look forward to delivering wider combat offerings in the coming weeks, as well as expanding into additional sports.”