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

Published

4 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.

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DATA.BET Exhibits at ICE Barcelona 2026

Published

3 minutes ago

December 19, 2025

George Miller

The company unveils new features and reinforces its focus on casino operators

DATA.BET, a leading sportsbook solution supplier, attends ICE Barcelona 2026 from January 19 to 21, presenting its latest product developments at stand 5G31. Visitors can explore expanded capabilities and recent enhancements, including the newly launched Bet Boost and Picture-in-Picture tools.

Next year, DATA.BET presents its portfolio under the slogan “Betting That Works.” The focus of this approach is to deliver technology that works seamlessly from the moment it is integrated, operating without interruptions. The core priority includes ease of use, flexible customization, growing performance metrics and ongoing technical support from a dedicated team.

At ICE 2026, DATA.BET will highlight a solution for casino operators by demonstrating how adding a sportsbook can enhance user engagement, prolong player activity, and generate new revenue streams. The plug-and-play Single Page Application (iFrame) enables operators to integrate a customizable, SEO-optimized sportsbook around one week, adapted to specific brand designs, promotions, and user flows.

As part of its presence at the exhibition, DATA.BET will run two prize activities at stand 5G31 on January 19–20, giving attendees the chance to win an iPhone 17 Pro. Visitors can participate in one of two ways: by joining the Business Card Lottery, visiting the booth, meeting the team, and leaving a business card, or by taking part in an interactive cosplay challenge featuring DATA.BET cosplayers inspired by iconic characters from the world’s most popular esports titles are taking photos with them and sharing them on LinkedIn. The winners of both activities will be announced at the DATA.BET stands on January 20, in the afternoon.

Otto Bonning, Head of Sales, stated, “At ICE Barcelona, we aim to demonstrate to operators that betting products can be both simple and effective. One primary focus will also be to openly discuss our performance and showcase the numbers that indicate why some of the industry’s leading brands are today using our services. We will cover topics such as delivered margins, the importance of risk management, our SPA (iFrame) capabilities, and new features ready for implementation”.

The post DATA.BET Exhibits at ICE Barcelona 2026 appeared first on Gaming and Gambling Industry Newsroom.

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Arena Racing Company awarded United Arab Emirates Gaming-Related Vendor License

Published

3 minutes ago

December 19, 2025

George Miller

Arena Racing Company (ARC) has been granted a Gaming-Related Vendor license from the United Arab Emirates’ General Commercial Gaming Authority (GCGRA), an independent entity of the UAE Federal Government with exclusive jurisdiction to regulate, license, and supervise all commercial gaming activities.

The license, operational with immediate effect, affords ARC the opportunity to provide its products and services to licensed operators in the region. Notably, the Racing1 Markets service, an all-in-one horse and greyhound racing solution delivered in conjunction with Racing1 alliance media rights partners at 1/ST CONTENT, Racecourse Media Group (RMG), and Tabcorp, alongside technical partner Pythia Sports. ARC has been added to the list of licensed vendors as per the GCGRA website.

Jack Whitaker, Commercial Manager at ARC, said: “Obtaining this license is a great achievement for ARC and its Racing1 partners. The emerging regulated UAE market is incredibly exciting, and we look forward to showcasing our innovative products and services in the region.”

The post Arena Racing Company awarded United Arab Emirates Gaming-Related Vendor License appeared first on Gaming and Gambling Industry Newsroom.

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SOFTSWISS 2025: 45% Game Portfolio Growth, LatAm Extensive Expansion and Flagship iGaming Trends Report

Published

3 minutes ago

December 19, 2025

George Miller

SOFTSWISS, an international iGaming technology provider with over 15 years of experience, closed 2025 with a series of key milestones, including the release of the fourth edition of its flagship iGaming Trends Report, the first industry trends conference, and a 45% expansion of its iGaming content portfolio across 24 regulated jurisdictions.

Certified Market Expansion and Industry Leadership

Following certifications in Africa, SOFTSWISS secured full certification in Brazil, one of the world’s largest newly regulated iGaming markets, and expanded its presence in Europe. The company also renewed its partnership with Formula 1 legend Rubens Barrichello, Non-Executive Director in Latin America, entering the second year of collaboration focused on strengthening brand credibility and regional market presence.

The year concluded at SiGMA Central Europe 2025, marking the culmination of the SOFTSWISS content-driven strategy. The event combined the launch of the 4th edition of the flagship 2026 iGaming Trends Report, based on expert insights, AI-driven analysis, and independent research by Kantar, as well as the company’s first four-hour conference, ‘iGaming Trends Marathon’, featuring keynotes and panel discussions, and a three-day live assembly of an Alfa Romeo 4C, which was presented to partner Lottu, reinforcing SOFTSWISS’ partner-first growth model.

Ivan Montik, Founder of SOFTSWISS, comments: “2025 has been a year of global expansion and strengthened market presence for SOFTSWISS as a trusted technology partner, delivering reliable, regulation-ready solutions across Europe, Africa, and Latin America. I am proud that today we provide compliant technology across 14 regulated markets, fully compliant with local requirements and maintaining 100% technical stability for our partners.”

Product Maturity and Technical Performance

The SOFTSWISS Game Aggregator has strengthened its position as a reliable iGaming content hub, delivering high-quality games from in-demand studios and now featuring over 40,000 active games from more than 300 providers. With 99.999% uptime, it expanded availability in new markets, including Brazil and Peru. With over 600 clients worldwide, the solution remains a trusted engine for casino growth.

The SOFTSWISS Sportsbook continued to scale as a platform-agnostic and mobile-first solution. In 2025, the platform expanded its bonus mechanics, added new gamification features, and introduced additional content verticals to support a wider range of betting strategies. SOFTSWISS launched its first Sportsbook Network Jackpot with a €35,000 initial pool, awarding over €80,000 to the first winner.

Operators benefit from fast rollout on any casino platform and strong risk and retention support. With the Sportsbook setup times as short as 14 days, its partners are well-positioned to prepare for the 2026 FIFA World Cup.

The Jackpot Aggregator celebrated a record Prime Network Jackpot win of 1,400,000 euro and several product advancements. New features include paid participation campaigns, customisable jackpot widgets, and enhanced drops and multi-prize mechanics, providing operators with more efficient tools to engage and retain players. As a result, operators launched over 500 jackpot campaigns in 2025, generating more than 70,000 jackpot hits.

The SOFTSWISS Casino Platform marked its 12th year with strong client satisfaction, achieving a score of 8.3 out of 10, according to Kantar research. Focused upgrades in stability, management, and compliance further strengthened its role as a reliable software for online casino operations.

Affilka by SOFTSWISS continued its upward trajectory, surpassing 500,000 affiliate accounts and 122 million registered players. New features, including advanced click analytics, API-based campaign tools, and a sub-affiliate revenue share model, further support operators seeking more efficient and data-driven affiliate programmes

New Markets & Compliance

Throughout the year, SOFTSWISS maintained a strong industry presence, participating in 50+ events, delivering 27 public speaking sessions, and receiving 28 industry awards across Europe, Latin America, Africa, and South Asia for its product portfolio, marketing execution, and individual professional achievements. Together, these results reinforce SOFTSWISS’ position as a reliable, regulation-ready technology partner with proven scale and long-term relevance across global markets.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 40,00 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post SOFTSWISS 2025: 45% Game Portfolio Growth, LatAm Extensive Expansion and Flagship iGaming Trends Report appeared first on Gaming and Gambling Industry Newsroom.