FanAI buys Waypoint Media to better track fan engagement for streaming monetization

FanAI, an audience analysis platform for esports and streaming, is buying New York-based Waypoint Media to improve its analytics tools for esports players and streamers.

The deal means that Waypoint’s Twitch Middleware API and the “Raven” tracking and URL shortener will be added to FanAI’s product portfolio. The middleware tech has the ability to track every unique registered Twitch viewer so streamers can monitor average watch time, median watch time and channel engagement.

Financial terms were not disclosed, but a person with knowledge of the deal called the acquisition a significant all-cash transaction. That likely means a nice outcome for Waypoint’s backers, the New York-based investment firm Grand Central Tech.

FanAI founder and CEO Johannes Waldstein said of the acquisition, “The way they are able to turn billions of data points into workable information is like nothing else available on the market. We will be able to provide a deeper look at audiences with the new tools and having someone like Kevin join us will cement the FanAI services at the top of the industry.”

Using the Raven URL shortener, FanAI customers can follow the ways in which users browse on online platforms, the company said in a statement.

As part of the acquisition, Waypoint’s chief product officer Kevin Hsu joins FanAI as head of Engineering, the company said.

“Combining forces with FanAI is a perfect fit; we work with the same client base and have complementary solutions to the same problem. Traditionally, FanAI has focused on more static information including social and purchasing data, while Waypoint worked to gather digital movements of the audience. Combined, we can provide the best service by giving access to even more detailed and actionable data for clients,” said Hsu, in a statement.