8 January 2025

Introducing Key Insights: Pro Football Focus Launches AI-Powered Matchup Analysis Tool

Ahead of NFL Wild Card Weekend, PFF Announces New Artificial Intelligence (AI) Tool, Bringing Expert Analysis to All Fan Levels

CINCINNATI, OH - January 8, 2025 - Pro Football Focus (PFF), the industry leader in sports data and analytics, announces the launch of Key Insights, a new AI-powered predictive intelligence tool that analyzes and translates advanced football matchups into actionable insights with unrivaled accuracy to power winning decisions. Key Insights democratizes access to technical game and player analytics, transforming how football data is understood and used to power winning decisions across betting, fantasy, broadcast, and more.

Key Insights applies machine learning models with PFF’s industry-leading database to identify matchup-based advantages, which feed into a Large Language Model (LLM) and produce concise, data-driven narratives explaining why a specific player or team holds an edge in an upcoming matchup. These insights focus on football-specific contexts rather than industry betting trends, providing a reliable, deeper understanding of the game in easily digestible summaries.

“Key Insights reflects the evolution of sports analytics, where data science and technology meet to power winning decisions at scale,” said Marty Styles, Vice President of Product, PFF. “We’ve combined the best football data in the world with AI to develop a tool that provides reliable, predictive analytics, and tells the story behind it. By focusing on the “why” behind matchup advantages, we’re not just giving bettors numbers, we’re providing the context to make smarter bets.”

How Key Insights Works

Key Insights is built on a foundation of three core components:

Predictive Modeling: PFF’s data scientists develop models that identify outlier metrics and predictive behaviors to highlight matchup advantages.
Expert Football Analysis: Analysts pinpoint scenarios focused on player vs. unit matchups and betting props, ensuring insights are relevant and actionable.
AI-Generated Narratives: The LLM synthesizes data and expert analysis into concise, natural-language writeups that are easy to understand for fans at any level.

PFF collects more than 200 fields of data on each play, generating an extensive range of data points available to inform any given matchup. This includes contextual data such as a quarterback’s performance in comparison to how often that week’s defense generates pressure, or how a player’s production changes due to surrounding injuries or schematic advantages.

Each insight is validated through rigorous manual and automated checks, held to PFF’s highest accuracy standards. Using the same charting data trusted by all 32 NFL teams and all 134 FBS programs, PFF’s industry-leading database underpins every Key Insight.

Key Insights produces approximately 80 actionable insights per week, covering more than 300 unique metrics, with more to follow.

A New Standard in Betting Tools

Unlike traditional betting tools that focus on trends or probabilities, Key Insights prioritizes matchup-specific analysis. It provides:

League-wide context to illustrate where players and teams rank in critical metrics.
Actionable narratives that help bettors build a case or lead to a sharp bet.
Time-saving insights that eliminate the need for hours of independent research.

Key Insights will also feed into PFF’s award-winning fantasy tools, providing members with an even stronger edge in their leagues. With 100+ templates already in use and more in development, Key Insights will continue to evolve and provide unmatched value to the PFF community.

Key Insights are now available for PFF+ subscribers and update weekly, with fresh insights published Wednesday mornings to power winning decisions throughout the week. To view Key Insights or learn more, visit PFF.com.

About PFF

Since 2006, PFF has built the world’s most comprehensive sports data and analytics database, relied on by top industry professionals and fans alike to power winning decisions. PFF analyzes every player and every play of every game to calculate player grades, in-depth performance stats, and rankings for the NFL, fantasy football, and NFL Draft. PFF data and tools are used by all 32 NFL teams, all 134 FBS teams, 70 FCS teams, professional leagues like CFL, USFL and XFL, media networks, player agencies, video game companies, and more. PFF is transforming sports strategy and decision-making across fantasy, betting, in the front office and on the field. For more information, visit PFF.com.

Media Contact:

Sophie Marcus

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