SBC News Voice of the Sports Betting Industry
Betsson AB has significantly expanded its live racing content by integrating Sports Information Services’ (SIS) 24/7 live betting channels across its European sportsbook portfolio.
The agreement marks Betsson’s ‘first-ever group-wide content deal‘, which will see SIS racing channels streamed across its sportsbook subsidiaries of RaceBets, Betsson, Betsafe and NordicBet.
Betsson has highlighted its SIS channel integration as a key sportsbook directive, in which the pan-European operator seeks to maximise racing revenues across its entire regulated market footprint.
Backing the integration of SIS live channels, Alexander Haig, Managing Director for RaceBets at Betsson Group, said: “Partnering with SIS will allow us to greatly enhance our horse racing and greyhound offering to our ever-expanding customer base.
“SIS has a great track record for the delivery of live pictures and data, and we’re confident its 24/7 Live Betting Channels will provide bettors with enhanced racing experiences.”
Securing a new tier-1 operator partnership, SIS confirmed that Betsson sportsbooks will optimise their entire racing betting markets with new live content from first-class UK and Irish fixtures alongside exclusive international races from Australia, Dubai, Latin America, US and Korea, as well as UK and Irish greyhound racing events.
SIS 24/7 Live Betting Channels will be delivered through a tailored end-to-end solution, featuring live streamed pictures, data, commentary, on-screen graphics with betting prompts and a range of markets and prices to optimise customer engagement.
Paul Witten, Commercial Director at SIS, added: “Betsson Group is a well-respected name within the sports betting industry and delivering our range of 24/7 Live Betting Channels across its brands is a major move for us.
“This deal not only shows the quality of our offering to a major operating group, but also demonstrates our agile approach in delivering a customised service across different brands and territories. We’re looking forward to working with the team at Betsson in the months ahead.”
