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SIS interview: Breathing new life into the 49’s offering

Published

5 years ago

September 14, 2021

Reading Time: 4 minutes

Jess Mills, Head of Product Proposition at SIS, caught up with European Gaming to discuss how the company has revamped the popular 49’s draw and the huge potential to grow the numbers product globally.

Why did SIS acquire the 49’s brand and how does its addition fit within the wider SIS strategy?

SIS’s strategy for a number of years has been to diversify further online and internationally and this has proved to be successful as we have made significant inroads into new markets across the world. It is important however to ensure you have a diverse portfolio of products as each territory has different needs due to customers wanting to bet on various things in different ways. 49’s therefore allows us to broaden our product portfolio in other verticals – numbers and virtuals – enabling us to target additional territories and help expand our international footprint.

49’s was a product and business that we knew inside out as we had been a strategic partner for 25 years, broadcasting the 49’s live draws out of our studios in Manchester and we had supplied the products to our customers in a number of key territories, so the acquisition seemed like a natural next step for us. In addition to this we felt we had the right skills and experience to develop the business and further expand the product internationally.

Can you tell us more about the revamp of 49’s and why this is so important to furthering the brand?

49’s has been a popular part of the SIS retail service for nearly 25 years. Operators and their customers really trust the brand, it’s reliable and is invigilated by a third-party auditor, which gives customers and operators a huge amount of reassurance and confidence in the product. That said, when we looked at the brand, it was clear to us that it required a refresh and there was room for improvement. The important thing was to modernise the product and bring it up to the present day but without alienating the existing loyal customer base in the process.

We redesigned the graphics and logos to be more modern, for example. They’re brighter and there’s more colour, which makes it look more engaging. We’ve also given the presenters a slightly new look, but they’re still the same presenters that everybody knows and loves, while the music has also been modernised, though you can still tell it’s the 49’s draw. We wanted to maintain all the best things about 49’s but bring the product up to date so it has a modern look and feel.

Key to the revamp has been the addition of the new 39’s and Fast 15’s draws. What was the thinking behind their development?

The 49’s brand is a very popular and trusted brand and we felt that it had the opportunity to expand the product portfolio. The new 39’s draw is a very similar format to the original 49’s draw but it involves 39 balls, and you pick five balls from there. It runs every 15 minutes, so it occurs much more frequently than our 49’s draws, which currently run twice a day. It’s also a slightly more streamlined product than the daily 49’s draws and is pre-recorded with our presenters. While it’s a slightly shorter product, you’ve still got a good chance of winning attractive cash prizes so there are some similarities.

As for Fast 15’s, we’ve gone in a completely different direction. There are only 15 balls, and you pick three out. While the chances of you winning are far greater, the chances of you winning life-changing amounts aren’t as high as with the other draws. It’s about reinvesting your winnings for future bets. It runs very frequently – every two minutes which means you never have to wait that long before the next draw.

Where is the 49’s product most popular and which new territories are you planning on targeting moving forwards?

49’s is an established product in the UK, Ireland, and South Africa with strong customer engagement, so there are plenty of opportunities within our existing territories to cross promote the new products. But there are other territories where customers like to bet on numbers, such as South America and Europe. We’ve got a great opportunity to take our new product portfolio to these territories where there are keen numbers bettors, but initially we are looking to build on the brand in the existing regions where we know we’ve got that core following.

What further changes have you got planned for the brand for the future?

Acquiring the 49’s brand really is the start of our journey, which is exciting for us as there are lots of opportunities to build on the product. As well as rebranding 49’s and getting the new 39’s and Fast 15’s draws up and running, we have also invested in a new 49’s website, which allows us to showcase the refreshed brand, put the presenters at the heart of it, and add our new products when they go live.

It also enables us to generate greater affiliate opportunities. Our new website will allow us to develop even more affiliate relationships with other operators that start to partner with 49’s going forward.

There are also additional opportunities for other live numbers products which don’t have to be draws. The 49’s portfolio also includes virtual horse and greyhound racing and we’ll be exploring different ways to enhance our virtuals offering too.

Central America

FeedConstruct takes exclusive data and streaming rights for Nicaragua’s Liga Primera

Published

10 hours ago

July 20, 2026

Wladimir P.

feedconstruct-takes-exclusive-data-and-streaming-rights-for-nicaragua’s-liga-primera

Deal covers worldwide distribution of Liga Primera and Copa Primera content for sportsbooks and betting suppliers.

FeedConstruct has acquired exclusive worldwide streaming and data rights for Nicaragua’s top-tier football competitions, Liga Primera and Copa Primera.

The company said the agreement delivers start-to-finish coverage of every match across both competitions and expands its Central American football portfolio for sportsbook operators and providers using its data integration and streaming.

Ani Isakhanyan, Head of Rights and Content at FeedConstruct, stated, “Securing these exclusive rights is a highly valuable addition to our portfolio. Liga Primera and Copa Primera deliver the consistent football content that the global iGaming industry demands. This acquisition ensures our partners can offer comprehensive coverage of a rapidly emerging betting market.”

Allan J. Chamorro, Managing Partner at Apollo Sports Business Group, added, “Nicaragua has rapidly established itself as one of Central America’s fastest-growing football markets, attracting growing regional recognition and international commercial interest. Our partnership with FeedConstruct builds on that momentum by expanding the global distribution of Liga Primera and Copa Primera while powering sustainable commercial opportunities that strengthen clubs, elevate the competitions, and accelerate the long-term growth of the game.”

Liga Primera and Copa Primera are the main competitions in Nicaragua’s professional football calendar. FeedConstruct said the competitions are gaining regional recognition in Central America, supported by regular participation in CONCACAF tournaments.

The post FeedConstruct takes exclusive data and streaming rights for Nicaragua’s Liga Primera appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Cool Bus Shelter

The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers

Published

19 hours ago

July 20, 2026

Wladimir P.

the-uae-lottery-backs-cool-bus-shelter-initiative-for-outdoor-workers

The UAE Lottery has partnered with SmartLife Foundation to support outdoor workers during the UAE summer, backing the Cool Bus Shelter initiative in Abu Dhabi on July 20, 2026.

The programme aligns with the UAE’s Midday Break rules, which require outdoor work to stop between 12:30 PM and 3:00 PM during peak heat. As part of the initiative, air-conditioned buses were stationed near labour sites to provide workers a place to rest before returning outdoors.

Volunteers from The UAE Lottery and SmartLife Foundation provided cold towels, cold water and drinks, according to the organisations. Workers also received portable rechargeable neck fans intended to provide additional cooling after the break.

Suzan Kazzi, Associate Director – Corporate Social Responsibility at Momentum- The UAE Lottery, said: “Outdoor workers are the backbone of our cities’ urban development, and initiatives like the Cool Bus Shelter ensure they receive the care and recognition they deserve during the most challenging months of the year. This is our small way of saying thank you and reminding them that their wellbeing truly matters”.

Abhijeet Oak, Vice President at SmartLife Foundation, added: “At SmartLife Foundation, we believe that protecting the wellbeing of outdoor workforce is a shared responsibility. Through the Cool Bus Shelter initiative, we are proud to collaborate with organizations such as The UAE Lottery and other community partners to create moments of comfort, appreciation and human connection that leave a lasting impact”.

The post The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Bally’s Intralot

Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland

Published

20 hours ago

July 20, 2026

Wladimir P.

intralot-ireland-limited-signs-seven-year-contract-extension-with-premier-lotteries-ireland

Bally’s Intralot announced that its subsidiary Intralot Ireland Limited has signed a seven year contract extension, through November 2034, with Premier Lotteries Ireland (PLI). The agreement supports PLI’s continued operation of the Irish National Lottery through the remainder of its license period and reinforces Bally’s Intralot’s role as a trusted technology and services partner.

Under the terms of the agreement, Bally’s Intralot will modernise PLI’s technology ecosystem by deploying its next-generation LotosX Omni solution and PlayerX Player Account Management platform. The solution will provide a modern, cloud-based technology foundation supporting lottery operations across retail and digital channels, while incorporating advanced retailer management, instant games management, device management and content management capabilities. The agreement also includes comprehensive support and maintenance services, along with cloud operations and cybersecurity services for the first year, designed to ensure the long-term reliability, security and performance of PLI’s technology environment.

Through this partnership, Bally’s Intralot will support PLI in delivering a future-ready operating environment designed to enhance operational efficiency, accelerate innovation and strengthen player engagement. The modernisation will provide a secure, scalable and resilient platform that enables PLI to continue evolving its offerings while improving time-to-market implementation of new initiatives, along with maintaining the highest standards of reliability and service to players and retailers across Ireland.

“We are pleased to extend our partnership with Bally’s Intralot, a relationship built on trust, commitment to excellence, and shared ambition since 2014. As we look to the future, this agreement provides a strong platform for continued innovation and growth, ensuring we can deliver a modern, secure, and world-class National Lottery that places responsible play at its heart while continuing to benefit communities across Ireland,” said Cian Murphy, CEO of PLI.

Robeson Reeves, CEO of the Bally’s Intralot Group, said: “We are proud to extend our long-standing partnership with Premier Lotteries Ireland for a further seven years. This agreement reflects the strength of our technology and the trust we have built with PLI over more than a decade of collaboration. We look forward to continuing to support the National Lottery of Ireland and to delivering innovative, responsible gaming experiences to players across the country.”

The post Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.