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.
complementary and synergistic without cannibalising one another. It is a partnership that makes sense for both parties.
Tere is also the fact that number draws are huge in Africa. 49’s gives Kiron a recognised draw product for markets in which their technology platform is already running with a large number of operators. For SIS, it significantly raises our presence on the ground in Africa, since a massive portion of the African market is serviced by retail shops.
Why is Africa such a big numbers market? Does it stem historically from something?
Te idea of winning a large amount from a smaller stake, from a random draw, is very attractive. Shops in South Africa are full of customers wanting to place bets on 49’s, and shops are staffed to the maximum for lunch time and teatime draws. Tere seems to be a lot of trust and respect for the product as it is produced in the UK. Tey refer to it as ‘Te UK49’s’.
In South Africa, it is the biggest single-bet product on the market, and number draws are the largest betting category by far.
Sticking with Africa, Aardvark Technology was your latest signing. Is this a similar or different product to those you’ve launched with other operators?
We certainly have plans for further iterations. When we
acquired 49’s over three years ago, it was owned by major bookmakers. 49’s was created as a sports betting industry
product from the outset, and there remains a lot of
opportunity, history, longevity, and brand loyalty. We have a new product development
strategy that is about iterating and innovating upon the
product to further build on these qualities.
Aardvark is retail only at the moment, but they have big plans to progress to online, creating a sophisticated offer that will allow the product to expand significantly. Tis will incorporate slick user journeys and fabulous features such as enabling players to bet on multiple draws. Te user experience can be much broader online, allowing players to dive deep into stats and historical results. We can have a much broader range of markets and one example here is that players will also be able to bet on ‘hot balls’ or ‘cold balls’, or in other words those numbers that are drawn more, or less, frequently.
In retail, players can view a product and see immediate results, but they still need to visit our website to see historical results. Online provides a full end-to-end product experience.
After the successful launches of 39’s and Fast 15’s, are further iterations to come?
We certainly have plans for further iterations. When we acquired 49’s over three years ago, it was owned by major bookmakers. 49’s was created as a sports betting industry product from the outset, and there remains a lot of opportunity, history, longevity, and brand loyalty. We have a new product development strategy that is about iterating and innovating upon the product to further build on these qualities.
Tere is a plan in place and phase one is the introduction of higher frequency live draws. We also know that we’ve got to get these products into the hands of users, and we are already making changes and improvements based on operator feedback. We’re making tweaks and improvements; the more we learn, the more we develop.
P86 WIRE / PULSE / INSIGHT / REPORTS
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