INSIGHT AFRICA SIS
Jessica, what’s the history of 49’s?
49’s began life as a response to the launch of the UK’s National Lottery. Te realisation was that there was a massive demand for this type of fixed odds betting product within this market. Betting shops did not have a product of this type available to satisfy this latent demand, so a group of major bookmakers collaborated to create 49’s, which launched over 26 years ago.
Since SIS acquired 49’s in 2020, we have created two additional live number draw products to complement the original. We now offer 49's Te Original Live Draw twice daily, plus two new draw games, 39's and Fast 15's. Each has its own strengths and nuances, creating a complete mini portfolio of products.
Te range of live numbers draws now appeal to a wide range of customer types. Tose who want the chance to win big can continue to enjoy the 49’s Original Live Draw, while players seeking regular, quicker content love Fast 15’s and 39’s, which both offer draws every three minutes.
39’s is a product that is totally on brand, and which clearly forms part of the well-known 49's family. It is a quicker game that still creates excellent wins from smaller stakes. As the name 39’s suggests, it is played with 39 balls in the drum, from which five numbers are picked. Fast 15's is different once more, as we reduce the number of balls in the drum to 15. Speed of play is the essence of this draw game.
Altogether, the three SIS 49’s live number draw products offer everything players could want from draw games; we deliver the big theatre of live draws, ranging from 49’s through to the higher frequency engagement of 39's and Fast 15's.
At the end of 2022, SIS and bet365 launched Lotto365. Within three months we saw the introduction of an even quicker game. What was the evolution there?
Working with bet365, we designed Lotto365 to run every five minutes. Following the initial launch of the product and based on the positive customer reaction, we were to reconfigure the product to offer a draw every three minutes. We were able to achieve this, while also adding seven further languages since launch.
In your conversations with operators, what are they looking for? Do they want increased margins or speed of gameplay?
Te answer depends upon whether we are discussing online or retail. When we originally designed Fast 15’s, we envisioned it as a one- minute draw. On the retail side, though, physical limitations dictate how often draws can take place. You cannot send customers racing backwards and forwards in those environments. You need to give them time to write their slip, walk to the counter and place a bet. Tis meant we needed to change the frequency to three minutes.
Across mobile and desktop and the 49’s App, we have
around 650,000 unique users visiting
www.49.co.uk around seven million times monthly. Users visit the site to check the historical results of the
draws. They want to find out when the last time a
combination of their three
favourite numbers were drawn together, or what different permutations have occurred. It has been really successful and generates a lot of traffic for our affiliates and advertisers. In turn, it helps to provide a
healthy revenue stream for us, too.
Jessica Mills Head of Product Proposition SIS
On mobile or desktop platforms, certain different considerations come into play, and we can configure the speed of draws accordingly – while still being limited by the numbers in any given draw. Te more numbers, inevitably the longer a draw will take.
39’s is a product that is totally on brand, and which clearly
forms part of the well-known 49's family. It is a quicker game that still creates
excellent wins from smaller stakes. As the name 39’s suggests, it is played with 39 balls in the drum, from which five numbers are picked. Fast 15's is different once more, as we reduce the number of balls in the drum to 15. Speed of play is the essence of this draw game.
An advantage of online play is that the user journey can be very slick, intuitive, and feature rich. Players can save their favourite numbers, so they don't need to input them every time. Tis offers a very user-friendly environment for live number draws, increasing its attractiveness as an online product for the benefit of operators. When it comes to margin, experience has taught us that brand loyalty and customer retention can be increased if there is a reasonable level of winning opportunity available, while offering promotional prizes can also form a key part of the product proposition.
How much does the presentation of the draw play in the success of SIS’ products?
Te presentation of the draw is key, and we deliberately positioned the presenters to be at the heart of the whole experience. Tey are our brand ambassadors and a key reason we backed 49’s from the start. Across social media channels, the presenters help to generate a huge amount of engagement through Facebook, X (Twitter), Instagram, and via the dedicated website -
www.49.co.uk.
Players interact daily, chatting to our presenters about the numbers: what they are eating for breakfast, what they are wearing, whether they have won recently, and so on. Te visual presentation across our portfolio of products is essential in creating and maintaining a recognisable brand; the presenters are true ambassadors and are a major part of it.
How important is the
49.co.uk website to the success of 49’s?
Across mobile and desktop and the 49’s App, we have around 650,000 unique users visiting
www.49.co.uk around seven million times monthly. Users visit the site to check the historical results of the draws. Tey want to find out when the last time a combination of their three favourite numbers were drawn together, or what different permutations have occurred. It has been really successful and generates a lot of traffic for our affiliates and advertisers. In turn, it helps to provide a healthy revenue stream for us, too.
SIS recently collaborated with Kiron Interactive to bring together 49’s and virtual sports. What was the rationale behind the partnership?
We are very experienced at creating live number draw content. We have a very well-established brand and have implemented a successful engagement strategy. On the other side, Kiron has a vast distribution network that is deeply embedded into the African market with its extensive portfolio of virtual sports betting products. SIS and Kiron’s portfolios are
WIRE / PULSE / INSIGHT / REPORTS P85
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