Helen Ridley, Head of Sales (UK & Europe), looks back on the success of our 24/7 Live Betting Content service as it reaches its fifth year.
In terms of our reach across both retail and online, we have made continued progress with our 24/7 betting content and betting data in recent years. We currently have in place partnerships with more than 400 betting operators in over 50 countries, including some of the leading operators in the betting industry.
In Europe, our commercial team has grown and we have seen an increased appetite for all of our betting content from UK and European operators that are keen to improve their revenues and margins. This includes live horse racing, live greyhound racing, racing data, Numbers betting and Competitive Gaming (esports).
Differentiating SIS in Europe
The 24/7 nature of our end-to-end solutions, containing regular betting events, is what differentiates us from the competition. Whether it is in live racing, where we cover the action from a wide variety of time zones across a large number of international tracks, our round-the-clock esports product Competitive Gaming, or our Numbers live draws, there is always a betting event around the corner to keep bettors entertained. Crucially, we can provide everything the operator needs right across racing, esports, and live draws, including live data, pictures and pricing.
Betting products in Eastern Europe
We see a significant opportunity within Eastern Europe to further roll out our 24/7 Live Racing Content to operators. It is a relatively untapped market, but the data we have seen provides a strong indication of a strong appetite for our offering. When it comes to margin, we have seen that bettors in the region enjoy placing favourable derivate bets, while those operators that have taken our early prices have seen an uplift in turnover of between 10 and 12 per cent.
Maximising bettor engagement
We certainly believe that short-form betting offerings represent the best strategy to maximise engagement. Sports betting is increasingly becoming part of the overall entertainment mix, and the competition for leisure time is intense, given the wealth of options people have when logging on to any device from home, on the move, or even within a retail setting. Our job is to provide operators with regular, high-quality, high-integrity, and round-the-clock betting opportunities that appeal to a wide range of demographics, maximising the return they can achieve whenever a customer logs on to their site.
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