Just in time for the start of another NFL season, a new startup out of Portland, Ore., is using artificial intelligence to help football fans make more informed bets on games.

Field Vision officially launched its new football analytics app Tuesday with the goal of providing the most accurate game and player-specific predictions and analysis.

CEO and co-founder Scott Bouska is a former Nike executive and NFL agent who was looking for the right time to combine his sports knowledge with his desire to create a startup. He teamed up with co-founder and chief data scientist Cameron Taylor, a Stanford PhD who spent time at Instacart and is now at Netflix.

With its proprietary model, the Field Vision app provides weekly matchup analysis across every NFL contest. It uses historical data to predict future outcomes based on scheme, tendency, game plan, and personnel. The app — subscription priced at $9.99 a month / $49.99 for the year — also offers player and team rankings and expert analysis via a blog and newsletter.

And it provides betting recommendations, keying on an industry where fans wagered nearly $120 billion in 2023, but where their winning percentage continues to decline.

“The game of football is such a perfect game to apply AI to in a way that something like baseball is not,” Bouska said, adding that the whole concept behind the company is that things that happen on a football field can mostly be modeled and predicted.

Field Vision is built around data from the last five years of NFL games that shows millions of on-field variables, such as how a defense lines up and how an offense reacts to that defense. Certain players respond to and perform better than others when certain variables present themselves, and the app’s AI crunches those scenarios.

“It’s football-specific variables put into an AI-driven model that can project performance,” Bouska said. “This is a betting tool more than anything else, and consumers need more information on betting because there’s more people doing it, and it’s only going to continue to grow.”

The startup will hope to ride tailwinds from a growing legal sports betting industry that has quickly been embraced by the NFL.

Field Vision is partnering with a fantasy football provider this season. Bouska said the company may add fantasy to its offerings, though initially he’s not interested in that complexity. But using the app every week as is can still provide valuable fantasy insights, he said.

Bouska also said Field Vision may develop a B2B software platform that could be used by media who cover the NFL or eventually as something teams could use.

“We decided to start on the consumer side because it’s a bigger business,” he said.

Field Vision is bootstrapped and employs seven people. The app is available on iOS and Android.