SIS’s Paul Witten and Daniel Graham SIS Branches Out into On-Demand Gaming
SIS was marking a new era in its company’s history at ICE, branching out from its background in satellite delivery of data, streaming and pictures to bring in a range of innovation allowing SIS to offer a ‘one-stop shop’ for operators around the world
Paul Witten, Commercial Director for SIS, said: “In 2016 SIS will offer bookmakers exciting new products which supplement our existing range of core products. In addition to our trusted pictures and data products, we’ve now added SIS Trading Services, exciting on-demand gaming products and even more capability with SIS Stream, our versatile, low latency streaming service. We are continually listening to our customers to understand how we can help them optimise their customers’ betting and gaming experience.
Daniel Graham, Strategic Data Architect, added: “Picture and data have historically been the core of what we do, but now we’re about so much more. Technology has changed incredibly with mobile and IPTV allowing us to offer wider options. We’ve looked at how we can deliver content in a more exciting way, making it more meaningful, tailoring it, branding it and, of course, delivering it through different channels. In terms of retail, we’re launching what we’re calling our Dynamic Display of Content, which is a digital display of pictures and information, built around a single source of data, providing the customer with exactly what they need to see. Tis is easy for us to do as we already have all the data. Te system uses Horses In-Running data capability, which is set to revolutionise and re-invigorate betting on horseracing. One of the UK’s major bookmakers described it as the most exciting thing they’ve seen at this whole show.”
In terms of content, SIS offers a broad range of exclusive events across UK, Irish, and international horseracing, BAGS greyhound racing and LaLiga Spanish football.
At the show, SIS showed how it has launched into gaming with a host of on-demand racing products, which feature horse racing, cycling, greyhound racing and novelty titles, offering more betting opportunities than current scheduled racing games. Tese are already live on the Sky Vegas website. SIS teamed up with Core Gaming to develop 2D and 3D horseracing, greyhounds and cycling games along with two Christmas specials, which it launched in December. Tese offer simple fixed-odds bets, as well as forecast and tricast wagers using a unique Forecast Slider, which gives clear odds on all available combinations.
Mr. Graham said: “Virtual sports are usually scheduled every three to four minutes, but many customers don’t want to wait. Tese games are on-demand, allowing players to bet on virtual games anytime, anywhere, rather than be restricted to scheduled races. Te Santa Chimney Racing and Santa Sack Racing games are a lot of fun and proved very popular over Christmas. Races last 12 seconds so customers can bet again and again. Te games are interactive so players can switch between views and can bet in-race. Customers can also use the turbo option to fast forward to the final stages of the race straight away. Because the games are on-demand, they provide around six-times more betting opportunities than traditional, scheduled virtual racing games, meaning more revenue potential for bookmakers.”
One of the main talking points for people on the stand was SIS Trading Services, a new service that offers bespoke prices on British, Irish, French and other international horseracing
along with Spanish Football and other additional sports and events.
SIS Trading Services provides pricing in tandem with SIS’ established portfolio of high-quality pictures, data and streaming products, creating an easy-to-use, single destination that brings together data, streaming and pricing products.
Adam Conway, Head of Trading for SIS, said: “As a data provider, we’ve got the advantage of being at the sharp end of the pricing journey, delivering UK and international markets to operators quickly and accurately. We’ve already proved that our versatile picture, data and streaming products can provide an ideal solution for bookmakers of all sizes. With the addition of our comprehensive pricing service, SIS offers operators another piece of the betting puzzle. It’s the perfect one-stop shop for bookmakers.”
Mr. Graham added: “In the past we’ve just used the aggregate of all the bookmaker’s prices, but we’ve now formed our own pricing team based in central London. We’re not a bookmaker and we’re not investing in risk. We feel that our prices can be completely unbiased to deliver true prices to the industry. We’re making good use of modern technology giving operators a lower cost and customers a better quality. It also enables a lot more betting to take place.”
Mr. Witten added: “Our aim at ICE was to showcase to current and prospective customers how our new, innovative and exciting products can be tailored to the needs of any bookmaker. It was great to see our products gaining real traction and enthusiasm from operators at ICE. SIS Stream, our versatile, low latency streaming service, continues to be well received by operators worldwide, and we are now truly a ‘one stop shop’ for operators globally, who are looking to optimise their betting and gaming customer experience.”
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