DAZN Launches Football Stats Engine for Live Match Analytics

DAZN has launched Scores, its proprietary football statistics engine to deliver real-time analytics and visual data enhancements during live football broadcasts. The initiative forms part of the platform’s broader effort to deepen viewer engagement and expand its capabilities in first-party data delivery.

Scores is initially being rolled out across DAZN’s football coverage in Europe and Latin America. It provides live and on-demand access to advanced metrics such as expected goals (xG), player heat maps, pass completion rates, and real-time win probabilities. These features will be embedded into live broadcasts, with additional functionality available through second-screen overlays and interactive digital channels.

Pete Oliver, CEO of DAZN Growth, described the rollout as a strategic extension of the company’s direct-to-consumer model. “This is about putting control and context into the hands of fans,” he said. “We’re empowering viewers with richer insights that enhance enjoyment of the match, whether they’re watching on mobile, tablet, or smart TV.”

The platform’s development comes amid rising consumer demand for interactive, data-rich sports experiences. With this tool, DAZN is positioning itself to compete more directly with traditional broadcasters and emerging digital-first content providers that use analytics to differentiate their offerings.

From a commercial perspective, the launch unlocks new monetisation avenues, including branded stat segments, sponsor integrations tied to real-time performance, and opportunities for future integration with fantasy or betting platforms. DAZN’s decision to build its own data engine also ensures greater control over analytics content, a valuable differentiator as privacy regulations evolve and reliance on third-party data diminishes.

The move aligns with DAZN’s broader transformation into a full-spectrum sports media business. Alongside previous expansions into e-commerce, ticketing, and sports betting, the Stats Engine enhances the platform’s ability to drive daily engagement, segment audiences more effectively, and offer differentiated value to advertisers and subscribers.

As sports media evolves toward personalisation and interactivity, the launch of Scores signals a strategic shift in how content is produced and consumed. It reflects a growing emphasis on immersive fan experiences built around data—and a deliberate investment in infrastructure to support the next phase of the company’s digital growth.