Interactive SIS - CONTENT DELIVERY
Brent Dolan, Head of Horse Racing Content, SIS
Brent Dolan is head of horse racing content at SIS, where he is responsible for the the growth and innovation of content within the sport. He has more than 40 years’ experience working in the betting industry, and in 26 years with SIS has launched key innovations including virtual racing on SIS FACTS, dedicated greyhounds channel SIS2 and the Virtual Betting Channel.
Content delivery a global game
With so many major betting events taking place in the UK, it can become easy to overlook the possibilities provided overseas. However, as Brent Dolan, Head of Horse Racing Content at SIS reveals, the 24-hour demand for betting opportunities means that suppliers need to follow the sun and ensure round-the- clock content and delivery.
At certain points throughout the year, there are huge sporting weekends that capture the betting public’s imagination like no other. Just recently, one Saturday of sporting excellence saw Manchester United take on local rivals Manchester City, the Old Firm clash between Rangers and Celtic and, in horse racing, the highly anticipated St Leger – all within a couple of hours of each other.
But, come 4pm, what then? Tere’s some further football, a late kick-off perhaps. Ten, further into the evening, the UK-based betting opportunities begin to dry up.
P66 NEWSWIRE / INTERACTIVE /
247.COM
Understandably, UK bettors take a huge interest in the sporting events taking place on these shores, but the demand for competitive and enjoyable betting opportunities around the clock is becoming ever more prevalent – and it’s global sport that’s providing them.
As in many other areas, from business and trade to music and entertainment, betting is now a 24-hour industry, and operators and suppliers are jostling to find the best positions.
At SIS, we provide horse racing content 364 days a year – covering international racecourses from Chile and Uruguay to the United Arab Emirates,
Mauritius, Singapore, Australia and US in addition to UK, Irish, French and German racing. We’ve made a conscious decision to ensure that the best worldwide content is available and fills those all-important schedules for our customers.
Courses such as Meydan or Jebel Ali attract the best trainers, jockeys and horses from around the world, while other areas including Latin America are growing fast. Crucially, for UK bettors, some of their racing takes place at quiet times for British sport.
Te move to global content is indicative of the round-the-clock demand from bettors; betting content delivery must be constant, and the less downtime operators provide their customers with the better.
It works the other way too. Operators from around the world are looking to take UK and Irish content which fills the dark spots in their schedules. We’re now finding that international demand for British and Irish horse and greyhound racing is becoming increasingly popular.
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