Sports Information Services (SIS) has made its way into the digital gaming market, taking complete control of 49’s. 49’s is a lottery and virtual sports creator jointly held by GVC Holdings and William Hill.
SIS has taken possession of all of 49’s fixed-odds digital games, but the financial details of the agreement have not been revealed.
SIS will also assume ownership of the virtual horse racing brands Portman Park, Sprint Valley, and Steepledowns, along with the virtual dog racing brands Brushwood and Millersfield.
The company stated that the acquisition of 49’s is a “perfect strategic match” for its collection of products. SIS is also developing a variety of new digital and virtual content that will be branded under 49’s. SIS has collaborated with 49’s for a significant period, most recently in April 2018 when the two agreed to extend their partnership to feature these games as part of its horse racing coverage in the UK and global markets.
Richard Ames, the head of SIS, stated: “49’s has been a supplier of top-notch, market-leading material for wagering firms in the UK and Ireland, and its product selection is widely enjoyed by customers.”
SIS has effectively extended its brand worldwide, and purchasing the company is the next logical step in its growth. They have ambitious plans for the brands and will shortly announce a variety of new and expanded offerings as part of SIS’s digital product strategy.
Mike Jones, the head of 49’s, added: “We have been collaborating with SIS for the past two decades, and they have a unique ability to further expand 49’s global brand reach.”
“We are excited to see how they build upon this and continue to make 49’s a leading digital product.”
The acquisition follows SIS’s earlier agreements with Czech racetrack operator LAB and Hungarian racetrack Kincsem Park, broadening its horse racing product range.
These agreements make SIS the exclusive distributor of live racing footage and data from both nations. SIS’s operating partners will benefit from at least 300 races per year from the four main racetracks in the Czech Republic and 265 races per year from Kincsem Park in Hungary.
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