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Amazon’s AWS Partners with NBA to Power New AI Basketball Platform

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Amazon Web Services (AWS), the cloud computing arm of Amazon.com, has signed a multi-year partnership with the National Basketball Association (NBA) to create AI-driven features, analytics, and fan experiences across the league’s digital platforms.

The collaboration, announced on Wednesday, will debut “NBA Inside the Game”, a new AI-powered platform designed to transform in-game data into interactive insights for fans, teams, and broadcasters. The deal’s financial terms were not disclosed.

A NEW ERA OF DATA-DRIVEN BASKETBALL

The NBA’s new system will leverage AWS’s machine learning and data processing tools to analyze real-time game statistics and produce advanced visualizations. The features will appear across live broadcasts, the NBA App, the league’s official website, and social media channels, providing deeper, faster, and more personalized insights into gameplay.

Fans will be able to see advanced statistics — such as defensive positioning, shot success probabilities, and team strategy analytics — generated instantly by AI models trained on player and game data.

Teams will also gain access to the data, enabling them to review matches, adjust strategies, and identify player performance trends.

“Whenever we build a statistic, there is always input from our teams,” said Ken DeGennaro, the NBA’s Head of Media Operations and Technology. “We want to ensure that these services not only engage fans but also help our teams improve their on-court strategies.”

AI’S GROWING PRESENCE IN SPORTS

The partnership reflects a broader trend in global sports toward AI integration, where leagues increasingly partner with tech giants to enhance both fan engagement and team performance.

Earlier this year, Microsoft signed a five-year deal with the English Premier League to embed its AI Copilot technology into the league’s digital ecosystem, illustrating how artificial intelligence is reshaping the business of sports.

For AWS, the deal strengthens its expanding presence in sports analytics — a field where its technology already powers insights for organizations like Formula 1, the NFL, and Bundesliga.

As part of the NBA collaboration, AWS will handle data collection, analysis, and visualization in real time, helping redefine how fans experience basketball and how coaches and players analyze it.

Halo Studios Announces “Deep Dive” Event on Upcoming Halo Games This Month

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Halo Studios is set to give fans an exclusive look at the future of the franchise during a special panel at this month’s Halo World Championship. The developer had previously announced in June that updates on Halo games currently in development would be shared at HaloWC in October, and now fans know exactly when and where to tune in. The esports event will run from October 24 to October 26 in Seattle, U.S., bringing together players and enthusiasts from around the globe. Devamını Oku

Microsoft Unifies AI Marketplaces for Business Buyers

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Microsoft announced on Thursday that it is merging its separate AI marketplaces into a single platform called the Microsoft Marketplace, streamlining how businesses access AI tools.

Previously, the company ran one marketplace for software developers building on its Azure cloud and another for AI-powered applications and “agents” designed to complete tasks for end users.

The unified marketplace launched in the U.S. on Thursday and will roll out globally in the coming months. It is aimed squarely at corporate technology buyers, with apps integrated for smooth use alongside Microsoft products. Purchases will also be handled through customers’ existing Microsoft billing systems, said Alysa Taylor, chief marketing officer for commercial cloud and AI.

Unlike consumer app stores, Microsoft will not charge commissions on sales. Instead, it collects a publishing fee for apps listed and benefits from the developers’ use of Microsoft cloud services.

To ensure business data security, all apps must pass Microsoft’s security and compliance reviews before being listed. “There’s a gate to get into the marketplace,” Taylor noted.

The move consolidates Microsoft’s AI ecosystem, making it easier for companies to discover, deploy, and pay for AI tools within the broader Microsoft environment.