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Exclusive Q&A with Sandra McWilliams of SIS
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Sandra McWilliams, Sales Director at SIS, talks to European Gaming about the development of their 24/7 Live Betting Channels as SIS looks to drive further progress in 2019
European Gaming: What was the motivation behind your recently released 24/7 Live Betting Channels?
Sandra McWilliams (SM): Consumers are so used to having everything on demand due to recent technological advances – such as streaming a box set on demand, and accessing millions of songs at the click of a button.
An unmistakable market trend is that consumers value being able to access their preferred form of content on their own terms. More specifically, within the betting & gaming market, bettors shouldn’t have to wait for their next engagement opportunity, and now, bettors can access betting on racing opportunities every three minutes, with the launch of our new 24/7 Live Betting Channels.
These 24/7 Live Betting Channels provide bettors with regular betting opportunities throughout the day, across all time zones, at times that suit them. It is important that there is quality content in all time slots to engage bettors around the world.
European Gaming: To what do you attribute this scaling demand?
SM: I think the demand has always been there, it’s just been a question of knowing how to service it effectively. Especially when it comes to serving a global network of partners, which goes to the heart of SIS’s status as a truly worldwide supplier of betting content. Trite as it may sound, content remains king. You’ve just got to understand how best to package it, so that every operator gets something that’s really relevant for them, wherever they are on the map.
European Gaming: Do you think the needs of the bettor have changed?
SM: I expect they haven’t. I think our innate tastes and desires largely stay the same. The difference is the ability to deliver what the customer wants– and that’s a combination of technology, allied to the distribution model. Up until the mid-2000’s it was commonplace for consumers to have to wait each week to watch an episode of their favourite programmes but now with the proliferation of streaming services we can binge watch an entire series on demand. Consumers have wanted the ability to watch their desired programmes at times that suited them but both technology and the distribution models prevented them from doing so, until now. The same is true in the betting industry, bettors have always wanted to see the content they are betting on but it hasn’t always been possible until now.
European Gaming: How are you able to fill the channels with content that cover all hours of the day?
SM: We’ve made a concerted effort to boost our racing portfolio, adding quality live racing from racecourses across the globe. Last month we announced a partnership with Tote Media to distribute live pictures from the Latin American Racing Channel’s (LARC) meetings. The agreement expanded SIS’s Latin American horse racing suite to over 4,500 races per year, with racing from Chile, Argentina, Brazil, and Peru. It also showcases some of the elite racecourses in the region, such as Hipódromo Argentino de Palermo, Hipódromo Chile, Club Hipico Santiago, San Isidro, Monterrico and Gavea. These rights acquisitions follow similar distribution deals with Kranji Racecourse in Singapore, and the Melbourne Racing Club and Thoroughbred Racing South in Australia (in association with RMG) to further bolster a truly international portfolio of premium horse racing.
European Gaming: Explain the format on offer across these live channels?
SM: We can provide these channels as an end-to-end solution to both online and retail operators, featuring live streamed pictures, data, on-screen graphics with betting prompts and an extensive range of markets and prices. These new channels are delivered in a ‘Watch and Bet’ format and provide attractive and profitable short-form content throughout the day, with a betting event every 3 minutes.
To maintain quality events at all hours of the day, it features exclusive, world-class live UK & Irish horse racing, with international horse racing from Dubai, Latin America, Mauritius and South Korea, as well as UK & Irish greyhound racing. In addition, these events are interwoven with market-leading virtual horse and greyhound races to maintain engagement levels.
European Gaming: Do these channels allow for customisation at all?
SM: Absolutely, there’s an option for operators to customise the channels in order to brand them to their specific requirements. This ensures that operators can adjust the product to meet their own individual needs. We can accommodate bespoke partner logos, time zones and languages for commentaries, plus on-screen graphics and betting triggers.
European Gaming: Are there any major operator deals in the works as we start the build up to ICE 2019?
SM: I’m happy to report that we have a number of tier-one operators already lined up to take our 24/7 Live Betting Channels before the end of the year. Naturally, we plan to add to that pipeline between now and ICE in February. As the leading supplier of 24/7 racing, we hope that our stand at ICE will prove the first port of call for operators looking to provide their customers with frequent betting opportunities.
Source: Latest News on European Gaming Media Network
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GR8 Tech stepped into SiGMA Central Europe (November 3–6, Rome) and left the ring with the strongest sales performance on record. Fueled by the boxing-themed Platform for Champions experience, the collaboration with Behind The Gloves, and demos of ULTIM8 Sportsbook, the Heavyweight Club energy translated directly into standout sales performance.
Platform for Champions, Proven in the Arena
Over three days, GR8 Tech logged 140 qualified meetings, which included sessions with existing clients that opened new opportunities and first-time conversations with operators and potential clients. The team also closed a deal on day 3 and advanced a high-potential MENA operator to late-stage discussions.
“SiGMA was incredibly successful for GR8 Tech, which confirms we’re on the right track and proves how our Platform for Champions stands out in a crowded field. Our Heavyweight Lounge became the meeting place for operators who want to go deep on strategy, margins, and market moves with purposeful, energetic, outcome-focused conversations,” said Sergey Ghazaryan, Chief Revenue Officer at GR8 Tech.
SiGMA Central Europe showcased the Heavyweight Club philosophy, inspired by GR8 Tech’s partnership with Ready To Fight by Oleksandr Usyk: champions create champions. By pairing athlete-grade preparation with operator-grade technology, GR8 Tech has grown a community of operators aligned by a code: launch first, perform under pressure, and compound advantage through the right partner.
Big Stage Energy from Behind The Gloves Experience
During the three-day conference, over 50 visitors participated in 15-minute pad-work sessions led by Lee McFarland, a British military veteran and iGaming consultant. The short power workouts transformed the GR8 Tech stand into a hub of energy that converted into productive business conversations.
“Performance is something you live, so we built an environment where attendees could experience it. Bringing Behind The Gloves to our booth embodied the discipline and drive we build into our technology,” said Yevhen Krazhan, Chief Sales Officer at GR8 Tech.
GR8 Tech’s team left Rome with disciplined follow-through and a full calendar of next steps. The Lounge and “Behind The Gloves” drove high-quality conversations, and the company will continue to improve the experience for champions at future events.
Ready to fight for greatness? Connect with GR8 Tech and step into the ring.
The post GR8 Tech Delivers Heavyweight Performance at SiGMA Central Europe 2025 appeared first on European Gaming Industry News.
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DEGEN Studios has named iGaming trailblazer Danny Gordon as its new Head of Studio – a move set to supercharge the brand’s next era of chaos, creativity, and high-voltage game design.
Danny will lead DEGEN’s creative roadmap, driving the studio’s signature blend of high-stakes innovation and fearless design. His mission: to make every DEGEN release louder, bolder, and more unpredictable than the last.
With experience at industry heavyweights Four Leaf Gaming, Microgaming and Entain, Danny has a proven record of building games that hit hard and stand out. His appointment marks a new chapter for DEGEN as it scales its vision to redefine the future of hardcore, gamer-first entertainment.
Danny’s appointment marks a significant milestone for DEGEN. The company is poised to launch the next phase of its iGaming revolution, with multiple high-octane and innovative projects in the pipeline. With Danny’s creative vision steering the ship, DEGEN will continue to push the boundaries of slot design and build games that are by gamers, for gamers.
Danny Gordon, Head of Studio at DEGEN Studios: “DEGEN’s early work has blown me away – the brand, the tone, the fearlessness. It’s a studio that thrives on pushing boundaries and creating experiences that truly stand out. I’m here to help scale that ambition and deliver the next wave of disruptive, innovative games.”
The post Experienced iGaming professional to help shape the future of DEGEN’s gaming catalogue appeared first on European Gaming Industry News.
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Hayk Sargsyan, CEO of Galaxsys, commented: “Our media briefing provided a valuable platform to introduce the highly anticipated Chicken Crash game, share our achievements, and outline the strategic direction for 2026. I am grateful to all our media partners for their interest in the game and for their thoughtful questions, which contributed to the success of this session. We are proud of the progress we have made over the past year and remain fully committed to delivering innovative, high-quality gaming experiences for our partners worldwide.”
The media briefing took place at SiGMA Central Europe on November 4 at 2:00 PM at the Galaxsys stand. The session began with questions focused on the Chicken Crash game and later shifted to broader topics, providing an opportunity to reflect on Galaxsys’ achievements over the past year and share insights into the company’s vision for 2026.
The post Galaxsys Hosted Media Briefing to Introduce Chicken Crash and 2026 Strategic Roadmap appeared first on European Gaming Industry News.
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