In certain regions, derivatives make up a larger share of betting activity compared to traditional markets. Teir simplicity and accessibility attract a broader range of bettors, helping operators boost engagement and increase turnover. Terefore, it is essential for us to continuously evolve and enhance our product offerings. Our goal is to simplify how we present racing to engage those who may not be familiar with it.
sell to bettors interested in sports like football or basketball, increasing engagement on platforms and enhancing the overall betting experience.
What feedback has SIS received from operators regarding Competitive Gaming, and how are they integrating the offering into their sportsbooks?
One of our largest partners in the market is bet365, where Competitive Gaming has been integrated into both its basketball and live/in-play tabs. Tis is the route down which we see the most betting activity, as consumers who typically click on those tabs are eager for betting options. When they see a recognisable format – played by skilled gamers and featuring world-famous names as characters within the streamed action – there is a clear and obvious appeal to the markets we offer to them, which very closely resemble those from within real-life equivalents. By offering more live products in categories where there is limited competition in terms of live sporting action, we can capitalise on the demand for immediate betting opportunities. Tis strategy has proven to be highly successful for us.
What emphasis is SIS placing on derivative markets in racing, and how are they being leveraged to drive activity?
By offering a variety of markets, especially simpler ones, we can better attract consumers who are less immediately familiar with the sport. For
90
instance, greyhound racing is ideal for this segment of customers because it features a consistent number of competitors and straightforward bet types, such as favourites or field bets. Tese markets perform particularly well in areas where racing isn’t traditionally popular.
In certain regions, derivatives make up a larger share of betting activity compared to traditional markets.Teir simplicity and accessibility attract a broader range of bettors, helping operators boost engagement and increase turnover. Terefore, it is essential for us to continuously evolve and enhance our product offerings. Our goal is to simplify how we present racing to engage those who may not be familiar with it.
How has the creation of dedicated teams for new business initiatives enhanced collaboration and product expansion within SIS?
As part of our restructuring efforts, we have established a dedicated team for new business initiatives. In addition, we have a specialised unit focused on customer management that identifies growth opportunities with our existing clients. We have achieved significant success in expanding the range of products offered to these customers and are working closely with them to identify potential growth prospects. While there is some overlap between the two teams, this strategy is proving effective, and we continue to make progress internationally across all our product divisions.
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