What formats is SIS and H2HGGL evaluating for future expansion, and what factors determine whether a title is betting ready?
We always begin with familiarity, because a title has the greatest chance of success when bettors already understand the underlying sport and already engage with it from a betting perspective. Tat approach has worked well with basketball, soccer and now football.
Te next step is ensuring that the game itself is right. It must translate into short form competitive play without losing authenticity, the players must have the skill to produce meaningful games, and the markets must remain recognisable to operators and bettors.
Both routes have value, and operators make decisions based on their tech stack, roadmap, and priorities. Some prefer to integrate directly for greater control, while others favour aggregator integration as onboarding is quicker and it allows them to widen their content offering with less operational effort.
From our side, the goal is always the same. Te content must be reliable and consistent, regardless of the delivery route. Aggregators help widen reach, while direct integrations allow operators to tailor the experience more closely to their own sportsbook.
What matters is that operators receive high integrity, ultra-low latency content that slots naturally into their environment. Te method of delivery is not what determines success.
MICHELE FISCHER Vice President of SIS Content Services, SIS
Every state has its own regulatory pathway, and in some cases, esports is not already on the sports catalogue. Terefore, we meet with individual state regulatory bodies to educate them on our products, integrity and operational controls. It is important to maintain transparency and form relationships with the regulators.
A title becomes betting ready only when we can apply our full integrity framework. We test extensively, using continuous gameplay and detailed data analysis to confirm that the games are competitive and that the pricing models are accurate. Operator demand also plays an important role.
H2HGGL games have been such a strong fit for the US that it is natural to expect interest in other popular sports, and we will continue to build in line with those requirements. Familiarity, competitive gameplay and integrity ultimately determine what we bring to market.
How is SIS navigating the patchwork of rules around esports?
Every state has its own regulatory pathway, and in some cases, esports is not already on the sports catalogue. Terefore, we meet with individual state regulatory bodies to educate them on our products, integrity and operational controls. It is important to maintain transparency and form relationships with the regulators.
How significant is aggregator-led distribution for scaling esports compared to direct integrations?
78 Which states do you view as the most strategically important?
Every new state approval strengthens the overall footprint and improves the value for operators, who want content that is available widely. Te focus is on sustainable growth that supports long-term adoption rather than short-term expansion.
Are there plans to offer products in addition to esports in the US?
SIS has been a leading global distributor of horse racing for 40 years. Currently, only three states - West Virginia, Louisiana and New Jersey - allow sportsbooks to offer fixed odds horse racing. We are planning for our portfolio of over 175 racetracks to be available in those states in 2026.
What does a successful 2026 look like for SIS in the United States?
A successful 2026 involves further expansion of state approvals, more operator partnerships, additional esports game titles and H2HGGL brand recognition through player engagement. It is a tall order, but it is achievable based on the progress already realised over the last three years.
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