Our world leading automated sports content

Our sports offering is a complete product package that goes far beyond articles, allowing publishers to serve their readers with a really rich user experience. We distribute the content directly to your users – before, during and after the match. All completely automatically.


Features we offer


Pre-match texts: Form, streaks, home/away form, previous matches against top / bottom teams, goal form and previous meets.
Match reports: Lineups, half-time score, full-time score, extra time, goal scorers + minute, assists, yellow cards, red cards, substitutions, penalty score, own goals, scoring position (x/y), scoring method

Q&A – coach comments

The robot sends match relevant questions via text message to team coaches after a match. The coaches' quotes are then automatically inserted into the already published articles.
Q&A won third place in the Global Media Awards 2020. Read more about how it works and the effects here.

Player transactions

Our player transactions service tells the story of every single player transaction in the world. The service is delivered in cooperation with Elite Prospects, the world’s largest ice hockey database. More.

Enriched texts

Texts can be enriched with any type of media you’d like –graphics, club logos, results, highlights or match videos. The texts can also include URL links with Call to Actions for partner pages or to drive on-site CTRs.

Stats on-the-fly – widgets

The sports texts can include stats based widgets. Automatically and without extra cost:
• Scoreboard with results and goal scorers
• Table – home/away and form table
• Match schedule
• Sports calendar with all matches
• Scorers league

Image library

This function allows newsrooms to upload their own photos, team by team, into our system. Tagged on victory / defeat. Stored images are automatically inserted texts.

Publishing Timeline

With automated sports content you can engage readers in different ways before, during and after match day. One timeline for every league, every match, every reader – all generated automatically.




United Robots AB, Djäknegatan 9
211 35 Malmö


Curious? Get in touch!