Relevant multi-channel supplier of 24/7 live betting services, Sports Information Services (SIS), is celebrating the 25th anniversary of its popular numbers game 49’s Live Draws. The brand first launched in 1996. SIS acquired the 49’s business in 2020 and it has subsequently undertaken a brand refresh and significant new investment in the product range to broaden its appeal. As part of that product extension, a range of new draw games were launched in July 2021.
The rebrand saw the established twice-daily 49’s live draw renamed as “The 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. Besides, fast 15’s was offered, featuring high frequency, live draws every two minutes.
Since then, SIS has witnessed strong results for the refreshed 49’s brand, with its wide range of numbers betting and virtual racing products successfully driving profitability for online and retail operators worldwide. This includes companies such as Betfred, Boylesports, Coral, Ladbrokes, William Hill, and South African brands Hollywoodbets and Marshalls World of Sport. The company has also invested significantly in a new website for 49s.co.uk, with a mobile first approach and reflecting the new visual brand identity. It now provides more opportunities for affiliates to be integrated within the site.
Jess Mills, Head of Product Proposition, SIS, declared: “We’re delighted to be able to mark the 25th anniversary of 49’s. The 49’s iconic twice-daily draw is much loved and boasts a great heritage. Innovation and evolution have been keys for us since acquiring the business, and we look forward to continuing to shape the product offer to meet customer needs for many more years to come.”
While Simon Clare, Consumer PR Director, Entain, commented: “I remember the first ever 49’s draw well, back on December 16th, 1996. There 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. 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. 49’s continues to be a very popular product with our Ladbrokes and Coral customers, and they continue to follow their favorite presenters closely and have a real affinity with the daily lunch and teatime draws.”
Recently, there was another reason to celebrate for SIS. This week, the company has been highly commended in the Live Streaming Product/Supplier category at the eight edition of the SBC Awards that took place at the Evolution London venue. The commendation was recognition of SIS’s position at the forefront of live picture and data delivery to the global betting industry, and a real endorsement of all the great efforts from everyone involved in delivering their live streaming services over the past 12 months.