Fancode: FanCode partners Google Cloud to ‘enhance’ its live sports streaming service – Times of India

Sports streaming and commerce platform FanCode is collaborating with Google Cloud for its service. The platform, which is a subsidiary of Dream Sports, will use the newly acquired cloud technologies to “build a data-driven approach towards fan engagement” for “enhancing the distribution of mainstream sports content at scale and forging deeper relationships with fans.”
Data-driven approach towards fan engagement
Through bringing Google Cloud facilities to FanCode, the company aims to match users with relevant sports and show them interest-specific content. As part of the plan, FanCode also aims to form “a set of engagement flywheels,” including content, merchandise, and commerce. This will enable the company to curate the platform in a way that ensures each user receives a personalised experience.

FanCode used Google Cloud’s services to deliver India-West Indies bilateral cricket series to its users. The streaming platform is also set to use MediaCDN to enable streaming access to users regardless of their physical location. Moreover, the company has also shared that it is “exploring” to market its content on platforms like YouTube, Google Search, and more.
FanCode co-founder Yannick Colaco said, “The media and entertainment industry is undergoing a huge disruption with the rise of direct-to-consumer models. Live sports streaming forms the cornerstone of digital viewing habits today and users have more choices than ever with multiple content formats and platforms to engage with. Beyond content, it’s the technology experience that gives us the edge, and we are glad to partner with Google Cloud to build this for our users.”

Google Cloud India’s managing director Bikram Singh Bedi said, “India’s streaming video market is in a steep growth phase and is expected to more than double in size by 2027. I believe we have only scratched the surface when it comes to exploring investments in fast-emerging areas like immersive content, interactive experiences, and the convergence of media with other areas like commerce and gaming. We are excited to work with FanCode to take the viewing experience for sports fans to the next level.”