Pixellot

The games nobody filmed

Millions of sporting events take place around the world every day, and most are not broadcast, because a live production with camera operators, a director and a broadcast truck is too expensive. Pixellot, founded in 2013 according to the company's website, built its business on this gap. Ronen Nir of the fund PSG, the company's lead investor, said in 2022 that once the system is installed, the cost of producing another game is almost zero. In his view, this opens up for broadcast about 99.5 percent of the world's sporting events, which had not been produced until then. That is an investor's estimate, not a measured figure, but it explains the business logic.

How a system with no camera operator produces a game

According to the company's website, the system combines a fixed or mobile camera array, artificial intelligence and machine learning software, and cloud computing. The cameras cover the whole field, and the software identifies where the action is happening, focuses on it, and produces a broadcast that looks like a human production. The company says the software is adapted to 19 sports. Alongside the broadcast, it offers its own viewing platform, automatic highlight clips and game analysis tools for coaches. In 2019 it acquired VidSwap, a sports analysis company that provides game breakdowns, statistics and heat maps.

The record funding round of 2022

In July 2022, Pixellot announced a $161 million Series D led by PSG, a growth fund from Boston. According to Sportico, it was the largest funding round in the history of Israeli sports technology, surpassing the $100 million that WSC Sports had raised earlier that year. The company then operated in 60 countries and in 17 sports. Its largest customer was PlayOn, which broadcasts high school sports in the United States. Clubs in the top leagues of Spain, Italy and Germany used the system for training and analysis. According to Nir, annual revenue was then in the tens of millions of dollars.

2026: another round and a revenue-sharing model

In January 2026, the company, headquartered in Petah Tikva, announced it had raised $35 million: $15 million in equity from PSG and $20 million in debt. In the same announcement it presented an AI-as-a-service model with revenue sharing with partners, and announced a five-year extension of its partnership with PlayOn. According to the company, 16,000 of its systems operate in 9,000 schools in the United States and broadcast more than half a million events a year, and in 2025 production hours passed 2.5 million. These figures come from a press release the company distributed. In July 2026 the company broadcast the Maccabiah Games to Jewish communities around the world. The company is led by Doron Gerstel.

Where it fits

As of September 2026, Pixellot is a private company, and PSG is its main investor. On its website it says it has raised more than $220 million. It sits next to WSC Sports, another Israeli company working in sports and computer vision, but the two answer different problems. WSC automatically edits highlights from professional league broadcasts that already exist. Pixellot creates the broadcast itself, in places where there was no broadcast at all. It is also an example of how an artificial intelligence product can be a physical camera installed in an arena, and not only software.