SWA and Sportradar launch in-play MMA betting model using official UFC and PFL data 

SWA has partnered with Sportradar to launch an in-play betting model for mixed martial arts, marking what the companies describe as the first live MMA prediction product of its kind to be made available at scale to sportsbook operators.

The London-based data and AI specialist said the model is now live for Sportradar clients and is built using official data feeds from both the UFC and the Professional Fighters League.  

The system is designed to generate real-time pricing throughout live bouts, offering sportsbooks access to a wide range of in-play betting markets across major MMA events.

According to the companies, the model produces hundreds of live markets during each contest, with further combat sports products expected to follow. 

Additional promotions and market enhancements are also scheduled to be integrated in the coming weeks as part of a broader rollout.

SWA said the technology underpinning the model uses generative AI to simulate tens of thousands of potential outcomes every second, recalculating probabilities in real time as fights progress. 

This approach is intended to support high-frequency betting formats, including micro-markets and same-event combinations, within regulated sportsbook environments.

Caspar Hobbs, SWA CEO, said: “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.”

Hobbs added: “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. Partnering with Sportradar allows us to deliver this breakthrough product to the market and expand into wider combat sports offerings.”

For Sportradar, the launch adds to its expanding portfolio of official data, automated content and in-play betting solutions. 

The supplier has increasingly focused on supporting operators with real-time markets in sports where rapid momentum shifts and continuous action present challenges for traditional pricing models.

The MMA product is expected to form part of a broader combat sports offering distributed through Sportradar, as operators continue to invest in differentiated live betting experiences driven by official data and advanced modelling.

Earlier this month, Sportradar appointed Brian Josephs as its new VP of the Americas, expanding his remit across North and South America after nearly a decade with the business. 

The appointment followed a period of continued operational expansion, including the completion of Sportradar’s acquisition of IMG Arena and regulatory approvals in new jurisdictions.