The Future of Sports: Danijela Covic of Quarter4 On The New Emerging Technologies That Are Disrupting The World Of Sports

Emotions may need to be displaced when making some decisions. As a business owner, everything we build is tied to our emotion. Some decisions require me to put that aside.

New technologies have changed the way we engage in and watch sports. Sensors, Wearable Tech, Video Assistant Referees (VAR), and Instant Replay, are examples of new technologies that have changed the way we play and watch sports. In this interview series called, “The Future of Sports; New Emerging Technologies That Are Disrupting The World Of Sports,” we are talking to sports leaders, athletes, sports tech experts, and sports equipment companies who can talk about the new technologies that are reshaping the sports world.

As a part of this interview, we had the pleasure of interviewing Danijela Covic.

Danijela Covic is the Chief Sales Officer, Director of Sales and Founder of Quarter4, shaping the global gaming industry with the most advanced and predictive sports data. For a decade, Danijela has perfected the craft of developing key business and strategic relationships within the financial and technology space. Her intuitive business intelligence ensures that the team and technology at Quarter4 will remain competitive, differentiated and driven to succeed.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

For almost 10 years, I have been dubbed “the numbers expert” wherever I was working. I started my career managing a client portfolio for one of the largest investment companies in Canada. I eventually met my business partner, Kelly Brooks, when I was itching to get out of finance and into technology. From our very first conversation, I knew we would connect, and I told myself: I must work with this woman.

Not too long after we started working together at software development firm SpeakFeel Corporation, I had the urge to start my own business. I knew Kelly wanted to do the same, and that’s when the conversation of Quarter4 first happened.

Quarter4 was actually a happy accident. As sports fans, Kelly and I both wanted to know if we could predict how Kyle Lowry of the Toronto Raptors would perform in a playoff situation. We put out the challenge to our best developers and the initial algorithm they ran were quite accurate. It was so accurate, we decided to simulate the entire 2019 NBA playoff tournament. The machine predicted that the Raptors would win their first-ever NBA title in franchise history. When they brought home the title, we knew we had something special.

Today at Quarter4, we use deep learning neural networks to power pre-game forecasts, live in-game predictions, and post-game analysis. We generate 2 million predictions per day across five sports. Sportsbooks and gaming companies, sports leagues, technology, and data providers, as well as media companies are using this data to create richer experiences for their customers.

Can you share the most interesting story that happened to you since you began your career?

Creating Quarter4, Kelly and I decided to leave our comfortable careers and take a risk to begin a company in a space we were not overly familiar with at the time. We are now co-founders of a trend setting platform in the Sports Betting space — something I would have never thought I would say. It was nerve-racking knowing that we didn’t know much about the space. But we found that if you are willing to learn and ask questions and soak up information, people are more than willing to share and create connections with you.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“In the long run, we shape our lives, and we shape ourselves. The process never ends until we die. And the choices we make are ultimately our own responsibility.” ―Eleanor Roosevelt

We make our decisions daily, own them.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

I mentioned my co-founder Kelly before, and I am extremely grateful for her. We’re both similar in some ways, and that’s why we get along so well.

However, when it comes to our skillsets and professional backgrounds, we’re opposites. I like the details, figuring out how to get to our goals, and then getting into the nitty gritty of getting there. Kelly has incredible vision.

If you start a business partnership with someone, make sure your partner is not only someone you trust, but also someone who pushes you to the next level. Kelly is extremely good at it and pushes me daily.

Is there a particular book, film, or podcast that made a significant impact on you? Can you share a story or explain why it resonated with you so much?

The Blind Side. It showed me that if you give people a chance, they will surprise you. One of my favorite parts about my job is being able to build a team of smart, dedicated, and passionate people to bring along on the ride with Kelly and me. I constantly remind myself of this lesson when bringing on new people to work with our team. I try to give someone the tools and supportive environment they need, then step back and let them shine.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

First, a commitment to fostering diversity on my teams. My entire career has focused on two industries that are male dominated: technology and sports. I have seen firsthand that the more differences in ideas, perspectives, and strengths on a team, the better we perform. Our team at Quarter4 is made up of people from all different backgrounds and life experiences. We wouldn’t be where we are today without those differences which have pushed us to create a more well-rounded product.

Second, self-awareness. Understanding one’s own strengths and weaknesses provides enhanced results related to all the aspects of the business and increases the focus necessary to obtain desired outcomes.

Third, decisiveness. We all essentially run our businesses on decisions, some seem minor and can be consequential, others the opposite. Knowing this and making the most informative situational decisions has had very beneficial impacts on our business today.

How have you used your success to bring goodness to the world?

It can get overwhelming thinking about all the things I wish I had time to help with or volunteer for. I realized a while ago that with each person I encounter during my day, I am given an opportunity to make their day better. We have so much influence, and we often don’t realize the impact our words or actions have on others. Whether that is asking about a colleague’s family, giving praise where it is warranted, or offering a piece of advice to someone I see struggling, at the end of the day I know I made a difference in somebody’s day.

Ok wonderful. Let’s now shift to the main focus of our interview. Can you tell us about the sports technologies that most excite you at the moment? Can you explain why you are passionate about it?

Rich, valuable data is the future of the sports world. All technologies and advancements are only as good as the data they are built upon. As the sports betting market matures in the U.S. and Canada, this has become even more clear. At Quarter4, our deep learning neural network is validated and true, and that is incredibly important to us.

How do you think this might change the world of sports?

More complete data helps us make better decisions, especially in sports betting. When consumers have better access to more robust information, they are more educated bettors and help mature the market.

Keeping “Black Mirror” in mind, can you see any potential drawbacks about this technology that people should think more deeply about?

When people think about artificial intelligence, some conjure up memories of doom and gloom movies where robots take over the world. That’s not the case. The human element is incredibly important for the development of AI and will always be.

At Quarter4, when we developed our machine (or brain as I like to call it), it was important for us to ensure the accuracy of the data we were feeding into it to determine the quality of the predictions it gives us. It’s the same as many things in life — quality in, quality out. You start to have a problem when you feed the machine with data that is biased or not completely accurate.

What are the 3 things that concern you about the sports industry today? Can you explain? What can be done to address or correct those concerns?

1. The lack of access to real time data. The industry needs to improve streaming technology to provide a true real-time experience for fans and bettors.
2. The lack of diversity. We need to inspire younger generations from all backgrounds to continue playing sports. It’s where we learn some of the most important life lessons, like the value of combining hard work and teamwork. Everyone deserves that opportunity. Teams at every level should reflect the diversity we see in real life.
3. The lack of coverage of college sports. College sports should receive the same coverage from networks, content creators, fan engagement sites and all other mediums as professional sports. This is especially pertinent with the new NIL laws.

Fantastic. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)

1. Fundraising is more difficult than it appears. Keep at it and it will come.
2. A solid platform does guarantee success. Take the time to lay a steady foundation. It will determine the rest of the house.
3. Your current platform vision will completely change. Be ready when it does and adapt accordingly, and quickly.
4. Emotions may need to be displaced when making some decisions. As a business owner, everything we build is tied to our emotion. Some decisions require me to put that aside.
5. The big picture will continuously shift. As you meet more people and the world changes, go with the flow of your business.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Pay it forward! Buy a stranger a lunch or a coffee behind you so that in return they can do the same for the next person behind them. We could all use a random act of kindness.

We are very blessed that very prominent leaders read this column. Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch, and why? He or she might just see this if we tag them :-)

I would love the chance to sit down with a current or former athlete that is making an investment splash. It would be a ton of fun to pick the brain of someone like Michael Jordan, Shaquille O’Neal or Kevin Durant, and learn more about how they made that transition.

How can our readers further follow your work online?

You can find out more about Quarter4 at Quarter4.io. On LinkedIn, you can find me as Danijela Covic, and our company page as Quarter4. We’re @quarter4io on Instagram and Twitter.

Thank you so much for these excellent stories and insights. We wish you continued success on your great work!