Interactive SIS - HORSES-IN-RUNNING
Paul Witten, Commercial Director, SIS
Paul Witten became commercial director for SIS, the worldwide leader for broadcast and data services in betting retail and online, in August 2014. He is responsible for enhancing the company’s retail betting products including video and data delivery. Prior to SIS, Witten worked at German lottery provider Tipp24, where he developed key global relationships, particularly in the public sector. He has more than 10 years’ experience in the betting and gaming industry, including more than five years in eCommerce, mobile and eGaming with Ladbrokes, and four years at Betfair where he rose to the role of Director of Football. Having worked initially in sales, Witten is also experienced in advertising, playing a role in the emergence of eBay’s fledgling UK business.
Time to refocus
Paul Witten, Commercial Director at SIS, says turnkey solutions allow operators to refocus their efforts on branding and marketing while their platform takes care of itself
Te past 12 months has seen a rush of new sportsbook operators enter the market as the cost of entry has been reduced dramatically though the use of third party suppliers. Tis is particularly the case when it comes to platform and trading services, with operators able to use a turnkey solution that takes care of things under the hood letting them focus of branding and marketing.
Tis is allowing new entrants to offer high- quality and sophisticated products with a diverse range of markets, without having to fork out substantial capital in building their own in- house technology and trading teams.
But turnkey solutions are not just of benefit to new operators in emerging jurisdictions, they offer just as many advantages and opportunities to established bookmakers in mature markets. Tese platforms and services make use of the suppliers’ vast knowledge and experience in
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their specific field to offer players the best possible experience.
Here at SIS we have been providing bookmakers, both retail and online, with data and pictures from greyhound and horse racing for more than 30 years. We recently boosted our offering with trading services, taking our proposition to the next level.
We aim to offer something to both ends of the market. Smaller operators in emerging jurisdictions who don’t have specialist knowledge can tap into our experience and offer a competitive product to their customers’ players. Tis is vital for those looking to make a move on the highly competitive UK market where horse racing is a must have product.
On the other hand, larger operators and those on home turf can use our products and services to offer overseas racing markets. Te experience
required to do this is something the power players may no longer have as their businesses rely more heavily on automation.
Essentially, we can offer operators of any size the full package by giving them access to our data, pictures, and trading services. It is a powerful combination, and one that allows operators to get everything they need for a strong horse and greyhound product all from one trusted supplier.
Some argue that turnkey solutions take power and control away from operators, and prevent them from extracting the most value from the platform. But the opposite is true, particularly when it comes to making the most of innovative new features and tools that come to market.
Take our forthcoming product, for example. Our Horses In-Running service will collect in race data, process it through our algorithms and provide in-running prices for horse races, allowing operators to offer in-running markets for the very first time.
Te new bookmakers entering the market of late have been able to benefit from third party suppliers who are making it cheaper for them to deliver an exciting range of content across a range of sports. Tey understand that operators need to avoid being one-trick ponies by offering
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