Formalytics

Formalytics is a Perth-based startup that developed technology utilizing computer vision and augmented reality to turn any ball into a smart ball through a mobile device. Their first product, myKicks, is a penalty kick app that reached the number one spot on the UK App Store during the 2018 World Cup, surpassing the official FIFA World Cup app. The app leverages a database of over 350,000 amateur penalties as of October 2018.

Formalytics' technology works by detecting the ball candidate and cleaning up noise around it across multiple video frames. The algorithms then calculate the ball's trajectory, speed, and probability of scoring a goal based on its crossing point on the goal plane. This process initially took 10 minutes per frame on a desktop but was optimized to run in five seconds for 300 frames on a smartphone. The technology is designed to be ball-agnostic, adapting to different ball types, patterns, and paneling.

Formalytics' business model involves partnering with leagues, clubs, and hosting penalty kick tournaments and championships facilitated through the app. The company aims to position itself at the intersection of esports and physical sports, focusing on skill improvement while maintaining an entertaining and engaging experience for younger audiences.

Beyond penalties, Formalytics has prototypes in development for longer-range kicks, cricket, basketball, and tennis, utilizing the same underlying ball tracking and analysis technology.