SIS launches market-leading esports product in Kentucky with Bet365

SIS Content Services, part of the SIS Group (Sports Information Services), the leading global multicontent supplier of 24/7 live betting services, has made its market entry in Kentucky with ebasketball from its esports product suite now live with long-term operator partner Bet365.

The launch follows on from successful launches of its esports products in New Jersey and Colorado.

Developed specifically for betting, SIS’ H2H Global Gaming League hosts over 150,000 events per year. The competitive gaming content is produced entirely in-house from SIS’ self-contained gaming studios in Milton Keynes, United Kingdom. It has ultra-low (sub-second) latency live streaming, visible ESIC-trained integrity referees for every game, live caster commentary, and on-screen graphics with unique betting prompts to maximise engagement. 

SIS’ short-form, event-based esports product provides a full end-to-end solution with integrity at its core and is proven to deliver superior margins around the clock, adding as much as 10% in value to sportsbooks.

Since legalised sports betting launched in Kentucky in September, it has generated $447.8m in handle across retail and mobile, providing SIS with the opportunity to expand its US offering.

Michele Fischer, vice president, SIS Content Services, said: “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.”

Richard Ames, chief executive, SIS, and president, SIS Content Services, said: “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.”