SIS Debuts Premier Esports Product in Kentucky with bet365 Partnership
SIS Content Services, a subsidiary of the globally recognized SIS Group (Sports Information Services), has marked its entry into the Kentucky market by launching its premier esports product, ebasketball, in collaboration with the long-standing operator partner, bet365.
This strategic move not only solidifies SIS’s position as a frontrunner in the esports betting arena but also extends the reach of its high-caliber gaming content across the United States, following triumphant introductions in New Jersey and Colorado.
Kentucky Welcomes Premier Esports Betting
Kentucky, known affectionately as the Bluegrass State, now plays host to SIS’s cutting-edge esports offerings, a testament to the company’s commitment to broadening its footprint in the U.S. betting landscape. SIS’s foray into Kentucky is particularly noteworthy given the state’s deep-rooted affinity for basketball, promising a receptive audience for the ebasketball product.
Innovating Esports Betting
Central to SIS’s offering is the H2H Global Gaming League™, a meticulously designed platform for betting, featuring over 150,000 events annually. Originating from SIS’s state-of-the-art gaming studios in Milton Keynes, UK, the league boasts sub-second latency live streaming, ESIC-trained integrity referees overseeing each game, captivating live commentary, and dynamic on-screen graphics designed to enhance betting engagement.
SIS’s esports products stand out for their short-form, event-based structure, ensuring a constant stream of betting opportunities. This approach, with integrity at its heart, has been proven to significantly boost sportsbook margins, adding substantial value around the clock.
A Growing Market in Kentucky
The legalization of sports betting in Kentucky in September has seen the market flourish, with a total handle of $447.8 million amassed through retail and mobile betting. This burgeoning market presents an opportune moment for SIS to expand its U.S. offerings, tapping into a state with a rich basketball heritage and a burgeoning betting ecosystem.
Michele Fischer, Vice President at SIS Content Services, expressed optimism about the launch, stating, “As Kentucky is a basketball state, we are confident that our ebasketball product will provide an elevated experience for the bettors on the bet365 platform. Our offices are located in Louisville, so it is meaningful to be part of the sports betting infrastructure in our home state.”
Echoing this sentiment, Richard Ames, Chief Executive of SIS, and President of SIS Content Services, emphasized the strategic importance of the U.S. market, stating, “To grow our esports content across the US has been an aim of ours for some time, and to be able to expand our competitive gaming product into a third US state showcases how we are well-placed to deliver engaging wagering experiences to bettors.”
Our Comment on the Launch
The launch of SIS’s esports product in Kentucky, in partnership with bet365, represents a significant milestone in the evolution of sports betting in the U.S. It underscores the growing acceptance and enthusiasm for esports betting, particularly in a state with a storied basketball legacy.
As SIS continues to innovate and expand its offerings, the esports betting landscape in the U.S. is set for an exciting transformation, promising enriched experiences for bettors and a new horizon for sportsbooks. This strategic move not only highlights the potential of esports betting but also reflects the adaptability and forward-thinking approach of industry leaders like SIS and bet365.
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