Prime Sports announced a new suite of interactive features and broadcast innovations designed to enhance NBA coverage on Prime Video, blending personalization, sports betting integrations and advanced streaming technology.
The offerings will launch as part of Prime Video’s first season of exclusive NBA coverage under its 11-year global media rights agreement with the league. Fans will see the new tools during the 2024–25 campaign, which tips off Oct. 24.
Among the highlights is a personalized bet tracking experience through FanDuel. The opt-in feature allows viewers who connect their FanDuel accounts to see active NBA wagers displayed and updated on screen in real time. While betting cannot take place directly on Prime Video, users will receive live progress updates tied to the action on the court. An accompanying “Odds View” option delivers a rotating feed of live odds, lines and probabilities for popular markets.
“Since Day 1, we’ve challenged ourselves to invent features that heighten, customize and add storytelling elements for fans within the live sports experience,” said Jay Marine, head of Prime Video U.S., Global Sports & Advertising. “As we tip off this long-term relationship with the NBA, we’re excited to launch a best-in-class bet tracking experience with FanDuel, as well as a wide-ranging suite of broadcast innovations.”
Beyond betting, fans will gain greater control of their viewing experience. A fully customizable Multiview feature will allow subscribers to watch multiple NBA games simultaneously on supported devices, including smartphones and smart TVs. Unlike traditional setups, viewers can select their own combinations and designate a primary game.
AI-driven highlights will also play a central role. “Key Moments” curates pivotal plays in real time, while “Rapid Recap” compiles a two-minute reel to quickly catch late arrivals up to speed. Both tools aim to ensure fans remain engaged regardless of when they join a game.
Additional features include a live stats integration powered by AWS, a “Shop the Game” experience for purchasing official NBA merchandise without leaving the broadcast, and all games streamed in native 1080p HDR with 5.1 surround sound. Proprietary Prime Video and AWS technology will also deliver ultra-low latency to reduce delays compared to traditional cable broadcasts.
The innovations are designed to build on Amazon’s track record with Thursday Night Football and NASCAR coverage, where the company has leaned into technology to differentiate its broadcasts.
Prime Video’s first NBA season will include 67 regular-season matchups, a new Black Friday doubleheader, the Emirates NBA Cup knockout rounds and international games in Berlin and London. Exclusive postseason rights will cover every SoFi NBA Play-In Tournament game and, in six of the next 11 years, the Conference Finals.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
