Media: Round-the-clock racing for the age of convenience

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Simon Fraser, head of international racing at SIS, speaks to iGaming Times about the launch of the supplier’s new 24/7 Live Betting Channels.

iGaming Times: What’s the reasoning behind the launch of your new 24/7 Live Betting Channels?

SIMON FRASER: Bettors have grown accustomed to accessing their favourite forms of entertainment in an instant, whether it’s placing a bet or spinning the wheel of a slot machine, and at a time convenient to them.

It’s important that we as an industry offer quality betting opportunities across the day to meet customer expectations, which will lead to greater engagement and will boost betting revenues.

In speaking to our operator partners, it became evident that there was a demand for live horse racing and greyhound racing all day, suitable for all time zones. The launch of our new 24/7 Live Betting Channels meets the demand for regular betting opportunities throughout the day, and offers short-form betting opportunities every three minutes.

iGT: Describe to us what kind of content is available through the live channels?

SF: These new channels, available to online and retail operators across the globe, are delivered in a ‘Watch and Bet’ format and provide attractive and profitable short-form content throughout the day, with a betting event every three minutes.

To maintain quality events at all hours of the day, it features premium and exclusive live UK & Irish horse racing, with international horse racing from Dubai, Latin America, Mauritius, and Korea, as well as UK & Irish greyhound racing. In addition, these events are interspersed with quality virtual horse and greyhound races to maintain engagement levels.

We can deliver the channels as an end-to-end solution to operators, including live streamed pictures, data, on-screen graphics with betting triggers and a range
of markets and prices.

iGT: Do these channels allow for customisation at all?

SF: Absolutely, there’s an option for operators to customise the channels in order to brand the channels. This ensures that operators can adjust the product to meet their own individual requirements. We can accommodate individual partner logos, time zones and languages for on-screen graphics and betting triggers.

iGT: What exactly are the advantages of the ‘Watch and Bet’ model?

SF: The ‘Watch and Bet’ means operators can increase engagement with customers through the provision of free to view quality content, and when combined with on-screen betting triggers betting turnover should increase. We are working with our operator partners to ensure the on-screen bet markets and triggers are geared towards driving the most profitable betting for them. It’s an effective model, and one of our operator partners have reported a 25 percent increase in revenue when compared to the same content available under the alternative ‘Bet and Watch’ approach.

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