SIS to exhibit at ICE

SIS will be exhibiting at ICE following the 49’s brand refresh and recent investment in new products.

The brand has had significant investment over the last 12 months as it celebrated its 25th anniversary in 2021. As a result, a more contemporary look was developed along with an expanded product offering. This includes new and highly engaging live numbers products, such as 39’s with draws that take place every 15 minutes to provide more frequent betting opportunities, and Fast 15’s which features high frequency live draws every few minutes.

Jessica Mills, head of product proposition at SIS, said: “Our presenters embody the brand, and they have done a terrific job in generating their own following on social media platforms.”

“The additional level of engagement, which includes presenters posting regular updates and videos on Twitter and Instagram, extends the reach of the 49’s product way beyond the scope of the twice-daily live draws.

“During our planning for the 49’s brand refresh, we were acutely aware of the need to maintain the core appeal of the existing product, given its enduring popularity, but there was certainly value in investing in a contemporary refresh to its look and feel. As a result, we have seen a broadening of the appeal of 49’s and an increase in betting engagement.”

As part of the product refresh SIS has invested in a new web platform. Its mobile-first approach and huge visitor traffic presented additional opportunities for affiliates to be integrated and drive further engagement opportunities. The recent investment in 49’s has led to positive results, driving increased revenues and profitability for online and retail operators including bet365, Betfred, Boylesports, Coral, Ladbrokes, William Hill, and South African brands Hollywoodbets and Marshalls World of Sport.

Mills added: “Our refreshed brand and enhanced product offer has been well-received by international operators, and we look forward to launching in new territories and showcasing our broad range of 49’s live numbers draws to delegates at ICE London.

“Product innovation in line with customer needs is fundamental to the future of 49’s. The iconic twice-daily Original live draw is much loved and boasts a great heritage, and our new products provide even more high margin betting opportunities.”