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Most of us have a sport that we just love to watch, whether it’s something more mainstream, such as football and Formula One (F1), or something slightly harder to access regularly, such as equestrianism, strongman or swimming. 

And while many super fans have been taking part in fantasy leagues or replaying their favourite goals online for years, generative artificial intelligence (Gen AI) is set to democratise the way we can all access, engage with, and enjoy our favourite sports. 

Euronews Next spoke to Samira Panah Bakhtiar, General Manager of Media & Entertainment, Games, and Sports at Amazon Web Services (AWS), to find out how they’re helping fans get closer to the action. 

F1 insights from inside the car

If you’ve ever watched F1, you probably enjoy the nail-biting speed, driver tactics, and listening in to the team radio – which can often provide comical moments.

Now, by ingesting over a million points of data during every minute of every race throughout a season, across the world, AWS has helped F1 up the viewer experience.  

“As viewers are watching it, [AI] can help to predict the overtake rate of a driver against another driver,” Samira explained. 

“Just recently, we announced a burn metre where they’re able to now assess how much gasoline is being burned based off the velocity of a driver in any given moment across a turn, or in the case of an overtake. And then they have that burn metre of their gas stack ranked, and that obviously makes a difference in the race”.

In the same way, Germany’s Bundesliga is using AI to calculate the probability of a goal or the speed and velocity of a kick. Fans can access the stats on their app and the Bundesliga has reported an increase in app engagement by 68 per cent. 

Lower emissions, more sport

AWS have also worked closely with the European Football League (ELF) to help them streamline their coverage production. Whilst that might just sound like industry lingo, the knock-on effect for football fans is huge, and could be replicated across all sports. 

By using the cloud for live sport coverage production, the ELF have reduced the need to transport editors, graphic artists and other crew onsite for events. While this might be less fun for the crew, it massively reduces transport emissions and saves costs. 

Across an entire season of games, it was estimated to have saved over 300 tonnes of CO2 emissions. That’s the equivalent of the amount of energy just 40 average homes would use in a year. 

“And by democratising the cost of it, you’re able to cover more sports,” Panah Bakhtiar told Euronews Next. 

“So we’ve seen a lot of our customers who could traditionally only afford to cover, let’s just call it, tier one events for a full calendar year, now be able to cut the cost down, and then be able to send more people to tier two or tier three sporting events to provide more options”.

With this in mind, it could mean more money available to increase content around less popular sports.

“I grew up riding horses, I love watching equestrians. There’s not a lot of equestrian content out there, but being able to now know that I can find the content that I care about watching when I want to watch it, and the cost for production is coming down, it allows for more choice. I think that’s a really beautiful thing,” Panah Bakhtiar said.

The future of entertainment and sport

She is particularly excited about what AI means for the future of entertainment and fan engagement. 

“Gen Z, 47 per cent  of them prefer social media and short-form content over that of traditional linear content or streaming content. Actually, their number two preference after social is gaming. And then after that, it’s audio and music.

“So I think the interesting part for me has been seeing how these demographics are creating a lot of volatility, but if you pay attention, the opportunity is quite vast. 

“I think last year alone, the entertainment industry generated over a trillion dollars in revenue, with 35 per cent of that coming from online video and 25 per cent of it coming from games, and it’s only growing”.

Panah Bakhtiar thinks that for companies that are willing to be experimental with new products and embrace the use of cloud computing, artificial intelligence and purpose-built services that focus on game or content development, the whole entertainment landscape could be completely reinvented. 

“My prediction for the future of entertainment is that it’s multi-dimensional, it’s highly personalised and it’s extremely interactive,” she said.

Xiaomi has recently made the Smart Band 10 available to the Chinese market, and now, the affordable fitness tracker has made its global debut. As recent leaks have suggested, the special Ceramic Edition of the wearable is also making its way to the international market, which is a first, as this version of the predecessors remained exclusive to China.

Compared to the last-gen model, the Smart Band 10 comes with a larger display, sized 1.72 inches. The predecessor, in comparison, features a 1.62-inch screen. Besides being larger, the AMOLED panel on the latest model also has a higher brightness rating, with a peak brightness rating of 1,500 nits.

While the screen has seen an upgrade, the rated battery life remains the same as the predecessor (available on Amazon). To be specific, the Smart Band 10 is rated for up to 21 days of runtime. However, Xiaomi highlights that sleep monitoring has seen an upgrade, and the new wearable comes with a personalized sleep guidance feature to enhance users’ sleeping habits.

The Smart Band 10 can measure other health metrics as well. Xiaomi claims that the new wearable can offer 24/7 accurate heart rate and SpO2 monitoring. It can also measure the stress level.

When it comes to fitness tracking, the Xiaomi Band 10 has over 150 sports modes, including an advanced swimming mode, which can offer real-time heart rate monitoring during sessions.

Other highlights of the fitness tracker include 5 ATM water resistance, over 200 watch faces, and slim 2 mm symmetrical bezels. The launch price of the Xiaomi Smart Band 10 in the EU is €49.99, while the Ceramic Edition goes for €59.99. Unlike the Chinese variant, it seems that the global market won’t get an NFC version.

Abid’s journey as a technophile began when he first assembled his PC. Since then, his insatiable curiosity has driven him to delve into every aspect of this rapidly evolving technological landscape. And as a tech reporter, he prioritizes transparency, accuracy, and unbiasedness.

FORT WORTH, Texas, June 26, 2025 (GLOBE NEWSWIRE) — Lottery.com Inc. (NASDAQ: LTRY, LTRYW), a leading technology company transforming the intersection of gaming, sports and entertainment, today announced it is advancing its global expansion with the planned launch of the Sports.com Super App (the “Super App”)—a first-of-its-kind digital destination for sports fans worldwide. The Super App is designed to combine live streaming, social engagement, e-commerce and gamification into a single immersive ecosystem.

The Super App, which is scheduled to launch in select global markets in Q3 2025, will initially focus on soccer and motorsport—two verticals Sports.com has been aggressively expanding into through a series of high-profile sponsorships and strategic initiatives. The Super App will be built on an existing platform development by Galaxy Racer Holdings Limited (“GXR”), The GXR app has achieved more than one million monthly active subscribers organically, demonstrating significant early traction and category-defining potential.

“We’ve spent the past two years building Sports.com around key pillars like soccer and motorsport,” said Mark Bircham, Director of Sports.com. “This acquisition and the launch of the Sports.com Super App is the culmination of a precise strategy to consolidate fragmented sports experiences. Our partnerships with emerging motorsport stars like Callum Ilott, Louis Foster, and Sebastian Murray, along with this technology acquisition sets the stage for an aggressive media expansion that will redefine how fans watch, play and engage with their favorite leagues, teams, and players.”

The Super App will integrate six primary features into a single experience: live streaming, community chat hubs, stats-based social media, e-commerce, real-money and fantasy sports gaming, and sports news. The Super App aims to engage fans across the full lifecycle of the sports experience, tapping into the 4–5 hours of average fan interaction beyond match time each week.

Revenue streams will include premium streaming subscriptions, in-app advertising, merchandising and interactive gamified challenges. Plans are underway to extend into additional sports verticals and incorporate immersive streaming experiences later this year.

To accelerate the development timeline for the Super App, Lottery.com has signed a Letter of Intent (LOI) to acquire a 51% controlling interest in the sports and technology assets of GXR, valuing the transaction at $10 million pre-money. Subject to due diligence and final agreement, the deal allows Lottery.com to fund the $5.1 million initial investment via cash, stock, or a combination at a fixed $3.00 share price. A $15 million financing commitment has also been pledged by Lottery.com to fuel expansion of the Sports.com Super App.

All GXR unencumbered assets, including its tech stack and user base, will be transferred to a new entity (NewCo), of which Lottery.com will initially own 51%. The agreement includes a call option to acquire 100% ownership of NewCo by the end of 2027. Exclusivity has been secured through June 30, 2025, with an automatic 30-day extension, and closing is anticipated on or before August 1, 2025.

“This is a transformational moment for the worldwide sports media ecosystem,” said Paul Roy, Founder and CEO of GXR. “Together with Lottery.com and Sports.com, we are developing the world’s first true sports super app. As global licensing discussions advance, and integration with the Lottery.com family of brands begins, we see a future where fans control their entire live event experience—on the Super App, across all screens, in every corner of the globe.”

About Lottery.com

The Lottery.com Inc. (NASDAQ: LTRY, LTRYW) family of brands — including Sports.com, Tinbu and WinTogether, comprise a unified ecosystem that integrates gaming, entertainment, and sports. Follow the Company on X, Instagram and Facebook.

The tracker retains the line’s design and can be paired with a variety of band materials or even worn beyond the wrist.

Despite added features and a larger display, the Smart Band 10 still boasts up to 21 days of battery life.

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