United Kingdom-based Sports Information Services is launching a U.S. subsidiary, SIS Content Services Inc., showcasing the company's commitment to the U.S. and the opportunities available to digital and retail sportsbook operators and horse racing stakeholders.
SIS has been active in the market's pari-mutuel pool betting for a number of years, and offers a comprehensive range of products and services for sportsbook operators and racetracks.
For sportsbooks, SIS Content Services offers a full turnkey solution of real-time data and video feeds, trading services, and liability management on its portfolio of over 30,000 horse races, 38,000 greyhound races, and more than 100,000 competitive gaming (eSports) events. This international portfolio can add high-quality proven content to sportsbooks quickly and easily.
For racetracks, SIS offers fixed odds distribution of their racing content both domestically and globally to maximize revenue and attract new customers to the racing product. SIS is the most successful distributor of racing on a worldwide basis partnering with 118 racecourses in 16 countries.
SIS brings its expertise to the U.S. horse racing market as regulators, sportsbooks, racetracks, and horsemen's groups examine how fixed odds should be implemented as a sports betting product and as a complement to the current pari-mutuel system to grow the sport.
Richard Ames, CEO of SIS and president of SIS Content Services, said the launch played a significant part in the increased internationalization of the SIS business and comes at a time when the U.S. racing market faces unprecedented change and opportunity.
“SIS will provide customers with access to the world's best horse racing content, 30 years of distribution experience, and turnkey technology with the capacity to generate new revenues both on and off-track,” Ames said. “Our offering comes with all the products and services required to satisfy stakeholders across the industry and will add significant value to their own proposition.
“When it comes to fixed odds wagering, there are obviously a number of regulatory hurdles to cross in the coming months,” Ames continued, “but there is a genuine opportunity for it to benefit both horseracing stakeholders and sportsbooks. The launch of SIS Content Services follows on the heels of a significant investment in Australia's RACELAB GLOBAL, and is further evidence of the commitment that SIS is making to racing as both a sport and a wagering offering.”
SIS Content Services will be led by Michele Fischer and will make a number of additional appointments in the coming months. Fischer brings a wealth of U.S. horse racing knowledge to the role and is a familiar face to many in the industry as an international racing consultant and former Sportech executive.
“We have seen an explosion in sports betting in regulated states in the last few years,” said Fischer. “The time is now for U.S. racing and all its stakeholders to be an active participant and reap the benefits of that growth as well.
“As SIS has demonstrated for decades in the UK and Ireland, and currently in Latin America, Africa, and Asia, it is extremely well-positioned to help operators and racetracks make the most of their racing content,” said Fischer. “I am excited to be leading SIS Content Services at a time when the opportunity for U.S. racing both domestically and internationally is greater than it has ever been”
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