Pulse
GAME DEVELOPMENT SIS
49's celebrates 25th anniversary
Launched in 1996, 49's recently celebrated its 25th anniversary. Boasting a great heritage, the
“I remember the first ever 49’s draw well, back on 16th December 1996," recalled Simon Clare, Consumer PR Director, Entain. "Tere was a huge sense of excitement and optimism felt by betting operators about this new product, while it was well received by bettors as something fresh and different."
For the six number draw, players can choose up to five numbers from the first six numbers to be drawn. For the seven number draw which includes the booster ball, players choose up to five numbers from all seven numbers to be drawn.
In 2020, Sports Information Services (SIS) acquired 49’s Limited from previous owners, GVC and William Hill. Te agreement saw SIS take ownership of 49’s live draws product, Irish Lotto Bet, and World Lotto, virtual horseracing brands Portman Park, Sprint Valley, and Steepledowns, as well as virtual greyhounds from Brushwood and Millersfield.
Dedicated to revamping the brand and increasing profitability, SIS has extended the 49's worldwide reach and introduced a range of new and extended products as part of the company's numbers product strategy. In July 2021, a rebrand saw the established twice-daily 49’s live draw renamed as “Te Original Live Draw”. SIS also introduced a new high-margin 39’s draw, which takes place every 15 minutes to provide more frequent betting opportunities. Fast 15’s was also introduced, which features
P100 WIRE / PULSE / INSIGHT / REPORTS
iconic twice-daily draw continues to take place at 12:49 and 17:49 everyday in a game which sees six numbers plus a bonus number known as the 'Booster' drawn from balls marked 1-49. high frequency, live draws every two minutes.
Since then, SIS has recorded strong results for the refreshed brand, with its numbers betting and virtual racing products successfully driving profitability for online and retail operators worldwide, including Betfred, Boylesports, Coral, Ladbrokes, William Hill, and South African brands Hollywoodbets and Marshalls World of Sport.
“It’s great to see that 25 years later the product is as strong as ever, with SIS’s brand refresh and product extensions taking it to new heights – proving that that original optimism and excitement was well founded," added Entain's Mr Clare.
“49’s continues to be a very popular product with our Ladbrokes and Coral customers, and they continue to follow their favourite presenters closely and have a real affinity with the daily lunch and teatime draws.”
SIS also invested significantly in a new website reflecting the new visual brand identity, with a mobile first approach and more opportunities for affiliates to be integrated within the site.
G3 sat down with Jessica Mills, Head of Product Proposition at SIS, to discuss the brand's evolution and how the product offer will be shaped to meet customer demands for years to come.
SIS:
Jessica Mills, Head of Product Proposition SIS
After 25 years of daily draws, how would you describe 49's heritage?
As the longest-running fixed odds lottery product in the world, the 49’s brand is loved and trusted by players and has firmly established itself as a reliable and popular product for operators across the UK and South Africa in particular. It has built a very loyal, active and sociable community, which encompasses a wide demographic. With SIS’s global operator partners we will now look to expand the brand further across the world.
What significance has the time of the draws and the affinity players feel with their favourite presenters played in the continued popularity of the twice-daily draw?
Our presenters embody the brand and they
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