Historically, Asia has presented challenges to suppliers, and we have found more opportunities readily available in other regulated markets. However, the current climate makes it an opportune time to focus on Asia and explore how to enter that space successfully. Te timing aligns with tightening legislation in markets across the region, allowing us to collaborate with partners who share our high standards.
SIS Ripe for Expansion
Paul Witten, Managing Director EMEA of Sports Information Services (SIS), tells G3 about the company’s efforts in entering new markets, optimising existing partnerships, identifying key growth opportunities and exploring the impact of collaborations with technical service providers.
PAUL WITTEN Managing Director EMEA Sports Information Services
What markets is SIS targeting, and what opportunities do they present?
As a business with a global outlook, we see significant new opportunities in Central and Eastern Europe and are looking to further expand into Africa and Asia. Tis comes off the back of our North American growth, where we currently operate in ten states. We’ve made great strides in the US market through key partnerships, helping us bring our esports offering to a wider audience. One of our biggest achievements was partnering with bet365, allowing us to introduce our extensive eBasketball and eSoccer portfolio to states like Arizona, Colorado, Kentucky, New Jersey, Ohio, and now North Carolina. Tese collaborations have really strengthened SIS’s presence, providing the high-frequency betting events that players are increasingly looking for in today's fast-paced market.
In Latin America, as legislation evolves, we already have a solid presence in countries like Mexico, Peru, Colombia, and Brazil - which, in particular, offer a tremendous opportunity for both operators and suppliers like us. We are closely monitoring how Brazilian legislation will impact us, but as a fully compliant business, we will adhere to all relevant regulations. Additionally, we have made significant strides in Africa, operating in Kenya, Tanzania, and Ghana. Tere are promising prospects in Nigeria, and we have maintained a strong position in South Africa.
In Asia, regulated markets offer significant potential, especially for high- frequency products such as our fixed-odds live numbers draws. Although
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racing holds less cultural relevance in some regions, we are experiencing strong growth in both these categories and Competitive Gaming, reflecting the demand for dynamic, fast-paced entertainment options. Moreover, our closer collaboration with technical service partners – such as Genius Sports, Playtech, Altenar and EveryMatrix – has enhanced our distribution capabilities, allowing us to integrate efficiently across multiple operators and access new customers faster.
How has partnering with these providers impacted the business so far and how significant do you anticipate their influence will be moving forward?
If we take the Genius Sports deal as an example, this has been a great step forward for SIS, giving us access to their vast network and allowing us to connect with hundreds of potential new customers. Tis partnership has helped us expand our reach and strengthen our presence in key markets with our Competitive Gaming offering. For Genius Sports, our 24/7, high- integrity, short-form content adds real value to their partners by offering a constant stream of engaging betting opportunities, making the collaboration a win-win for both sides.
Our deal with Playtech has also created substantial opportunities. For instance, 91 per cent of retail shops in Spain now feature our Competitive Gaming product on terminals and screens. Leveraging Playtech as a technical distributor has allowed us to achieve impressive market coverage, and overall, the results have been very encouraging.
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