PTF Lab is a technology company specializing in AI and computer vision that provides real-time, cloud-based virtual advertising and logo replacement solutions for live sports broadcasts. Pulse 2.0 interviewed PTF Lab co-founder and CEO Isa Mutaliev to learn more.
Isa Mutaliev’s Background
Tell us a bit about your background. Isa said:
“I came into sports tech from a background in engineering. What started as a side project gradually turned into serious development work for live sports broadcasts, which eventually became the foundation for PTF Lab.”
“The breakthrough moment came when we began experimenting with 360-degree bullet-time, the iconic “frozen moment” effect made famous by The Matrix. Using a rig of synchronized cameras, we could rotate around a scene in real time. It wasn’t just visually stunning; it made every movement feel more emotional and immersive.”
“That idea began to attract some incredible minds. Talented engineers and creatives joined us, excited by the challenge of making sports broadcasts more dynamic. We built an MVP and approached the market. As it often happens, our initial concept didn’t gain traction for commercial use.”
“What we did hear, loud and clear, was a growing demand for virtual advertising. Broadcasters and rights holders weren’t looking for camera tricks; they were looking for monetization tools. So we made a full pivot and focused on building a product that could naturally integrate brand value into live broadcasts, without disrupting the viewing experience. That pivot became the foundation of everything we do at PTF Lab.”
Formation Of The Company
How did the idea for the company come together? Isa shared:
“Combat sports are personal for me. I used to train in combat sambo and grew up loving the sport. But they are also one of the hardest environments for virtual ads. Handheld cameras, sudden angle changes, glare, ropes, referees, all of it challenges stability.”
“That’s when the idea formed: if we can deliver stable virtual ads in such chaos, we can adapt them to any other sport. So we started with the most demanding use case and built PTF Lab from there.”
Core Products
What are PTF Lab’s core products and features? Isa explained:
“We’re building a modular platform for virtual ads in live sports broadcasts. It blends seamlessly into the video feed and extends sponsorship inventory without looking artificial.
Key features include:
- Replacing existing branding: We can replace existing logos on surfaces while preserving texture, reflections, and movement.
- Adding to existing branding: We add new logos without disrupting existing visuals or violating platform rules.
- AR activations and animated logos: For brands seeking maximum visibility. Logos can animate, highlight, or interact with the scene, entering the frame at key moments or adapting to the flow of the match.
- Multiple versions per feed: One signal, different sponsor layouts by region, platform, and legal requirements. Works with linear TV and OTT.
- Handheld camera tracking: Works reliably with blur, glare, and occlusion from nets, referees, and athletes.
- Low latency: The system is optimized for live broadcasting, keeping the rhythm and timing intact.
- Performance analytics: Real-time dashboards with visibility data, view-through rates, A/B testing, and region-specific reporting.
The result is clear. The same sports scene brings more value to sponsors and rights holders, while the viewer sees a natural, believable image.”
Challenges Faced
What challenges have you faced and how did you solve them? Isa acknowledged:
“Building something completely new comes with surprises. One major issue was natural shadows on virtual logos. During tests, we noticed that a fighter passing by could throw off the realism — the lighting would shift, but the logo stayed too clean.’
“We created a module called Shadow Transfer. It reads depth and normals, analyzes shadow density and color, then applies them to virtual objects while blending in glare and motion blur.
We also addressed:
- Occlusions: Trained segmentation models and added layer prioritization so virtual elements sit correctly under ropes, gloves, and people.
- Glare and color tone: Added physically accurate shading and adaptive color correction to keep surfaces realistic.
- Latency: Optimized the pipeline to fit all processing within a few frames for live performance.
Our core principle: the less the viewer notices, the better. If the sponsor gets visibility and the viewer sees nothing unusual, the system did its job, except in cases where the client specifically requests it.”
Evolution Of The Company’s Technology
How has your technology evolved? Isa noted:
“We started with static overlays. Then we built tracking for handheld cameras and shifting perspectives. Next came multi-feed support, one event and several parallel versions. Now we’ve finalized a cloud-based version that works with the broadcaster’s existing pipeline. Same flexibility, less hassle.”
Customer Success Stories
Can you share a customer success story? Isa highlighted:
“One recent MMA event showed how we can change the economics of a broadcast. Instead of having one sponsor for the full event, the client started selling inventory by the minute. That allowed us to place 18 logos instead of the usual 6. Revenue nearly tripled.”
“We broke the broadcast into flexible time slots: per fight, round, or minute. For each, our platform assigned a playlist of creatives based on market and compliance rules. During the event, the operator switched versions, while our system automatically adjusted angles, shadows, and textures.”
“Smaller brands were able to buy just a few minutes of premium visibility. Larger sponsors tested creative variations and targeted regions. The results: higher fill rate, greater variety, higher CPM, and clear performance tracking.”
Target Market
What market are you targeting? Isa pointed out:
“For now, we are standing with MMA and combat sports as our primary focus. This is not just a personal area of interest. It is also the most technically demanding environment for virtual advertising. Hundreds of promotions, thousands of events every year, and a critical lack of sponsor inventory make it the perfect proving ground.”
“We have already validated our technology and business model here: multi-version broadcasts, per-minute ad slots, and localized brand targeting across regions and platforms.”
Differentiation From The Competition
What makes PTF Lab different from others? Isa affirmed:
“Most solutions rely on static or pre-calibrated cameras. We built our engine for messy, unpredictable environments, shaky hands, changing lights, and constant motion.
Key advantages:
- Built for handheld: Tracks in real time, works with zoom, and preserves lighting and textures.
- True multi-camera mode: Calibrates multiple cameras, tracks live feed switching, and preloads assets to keep the scene seamless.
- Mixed rig support: Works with handhelds, cranes, statics, steadicams, and spidercams.
- Realistic shadows and occlusions: Our Shadow Transfer module ensures depth and realism; virtual elements go under real ones if needed.
- Multi-version and compliance engine: One feed, multiple outputs. Templates follow brand and league rules automatically.
- Built-in measurement tools: A/B testing, telemetry, and visibility data.
A quick moment from practice: during a takedown at the cage, the director cut from a handheld to a crane. Our system already knew the geometry, lighting, and texture. The logo stayed in place. The viewer noticed nothing. That’s what makes our system different: seamless continuity.”
Future Goals
What are your goals for the next 12–24 months? Isa emphasized:
“Right now, our top priority is to make virtual advertising in combat sports simple, scalable, and accessible for every promotion. Not just for major leagues, but also for regional events. This is where we see the biggest opportunity and the most urgent need for flexible sponsorship tools.
Once we’ve fully established that foundation, we’ll begin expanding across other formats and platforms.
Our key priorities:
- Build a self-service platform tailored to MMA and combat sports
- Simplify deployment through a full cloud infrastructure
- Deliver performance metrics that matter — from A/B tests to post-view conversions and outcome-based pricing
- Expand our partner ecosystem — from promotions and production crews to OTT platforms and AdTech solutions
- Prepare for new verticals — including other sports, esports, concerts, studio shows, and live streaming”
Building Partnerships
How do you build partnerships with leagues, production houses and OTT? Isa pointed out:
“Our main principle is simple: don’t make things harder. We bring in new revenue without forcing partners to change their workflows or invest in extra equipment. We don’t use any additional sensors or interfere with the production pipeline. We simply take the existing video signal and return it enhanced with our integration.”
“We offer flexible collaboration models — from pilot events to full-scale integration with per-minute monetization, A/B testing, and region-specific versions. We work seamlessly with both clean and dirty feeds and adapt to any branding or compliance requirements.”
“Our goal is to make virtual advertising easy to implement, accessible to every partner, and completely stress-free for production teams.”
Additional Thoughts
Any additional thoughts? Isa concluded:
“PTF Lab started in the hardest conditions of combat sports and turned those challenges into a unique advantage. We learned how to embed virtual ads naturally into chaotic live footage. We scaled that across markets and formats and proved its business value. Now we’re moving to opening up access with self-serve tools and expanding into more sports and live events. Our mission stays the same: help rights holders earn more, give brands measurable impact, and deliver a natural broadcast where the tech stays invisible but works for everyone.”
