Bet365 becomes first European operator to go live in Kentucky

SIS expands gaming product to third US state with bet365

SIS Content Services – part of SIS Group (Sports Information Services) – has partnered with bet365 to make its entry into Kentucky with ebasketball from its esports product suite.

The multi-content supplier of 24/7 live betting services aims to enhance its reputation in the esports betting space and widen the audience that can engage with its competitive gaming content across the US. 

Richard Ames, Chief Executive, SIS, and President, SIS Content Services, commented: “To grow our esports content across the US has been an aim of ours for some time, and to be able to expand our competitive gaming product into a third US state showcases how we are well-placed to deliver engaging wagering experiences to bettors.”

The news also follows on from successful launches of its esports products in New Jersey and Colorado.

Developed specifically for betting, SIS’ H2H Global Gaming League hosts over 150,000 events per year.

The company has explained that the Competitive Gaming content is produced entirely in-house from SIS’ self-contained gaming studios in Milton Keynes.

It has ultra-low (sub-second) latency live streaming, visible ESIC-trained integrity referees for every game, live caster commentary, and on-screen graphics with unique betting prompts in an attempt to maximise engagement.

Michele Fischer, Vice President, SIS Content Services, said: “As Kentucky is a basketball state, we are confident that our ebasketball product will provide an elevated experience for the bettors on the bet365 platform.”

Since legalised sports betting launched in Kentucky in September, it has generated $447.8m in handle across retail and mobile.

“Our offices are located in Louisville, so it is meaningful to be part of the sports betting infrastructure in our home state,” Fischer concluded.

In recent weeks, SIS also integrated its Competitive Gaming offering into OddsMatrixEveryMatrix’s sportsbook platform and data feeds division.

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