From football pitches to Formula 1 circuits and now into gaming, few careers showcase the evolving power of data in sport and entertainment as vividly as Max Métral’s.

In this episode, hosted by LaSource’s CEO Samuel Westberg, we sit down with Max, Senior Director of Business Intelligence at Activision Blizzard, to trace his journey from City Football Group to F1 and now into gaming. We explore how these experiences have shaped his vision of data’s role in fan engagement, commercial strategy, and performance.

From building BI ecosystems that connect ticketing, CRM, and fan behavior, to translating complex insights into strategic decisions across global organisations, Max shares the lessons he has learned through his experiences about scaling data cultures in industries where passion and performance intersect. 

We also dive into what sports can learn from gaming’s approach to real-time engagement, monetization, and Live Ops, as well as how BI talent must evolve in an era increasingly shaped by AI.

Tune in to discover:

• How fan-centric data strategies are transforming sports organisations
  

• The hurdles of building unified BI systems across departments
  

• What sports can borrow from gaming to enhance fan engagement
  

• The balance between performance data and commercial insights
  

• Why the next generation of BI leaders must master both technical depth and storytelling
  

Whether you’re leading a club’s data team, exploring gaming’s data-driven future, or simply curious about how numbers can unlock new levels of fan experience, this episode offers a rare, behind-the-scenes look at BI across sports, motorsports, and gaming.

We hope you enjoy it!

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