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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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Meridianbet Doubles Down on Belgium: New Casino License Unlocks €455m Market Segment

Published

9 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: This is a classic “Cross-Sell” play. Meridianbet has already spent seven years building a sports betting database in Belgium. By securing this B+ license, they can now monetize those same users with higher-margin casino products (slots, table games) without needing to acquire new traffic from scratch. With the Belgian casino sector growing at 20% year-over-year, this is a significant revenue unlock for the GMGI portfolio.

The Full Story

Meridianbet, the sports betting and gaming operator owned by Golden Matrix Group Inc. (NASDAQ: GMGI), has successfully expanded its regulatory footprint in Europe by securing a B+ online gaming license in Belgium.

The new license (B+ 4016) authorizes the company to launch a comprehensive online casino platform—featuring slots, table games, and automated live games—starting in January 2026. This move significantly broadens the operator’s capabilities in the country, complementing its existing sports betting operations which have been active in the Belgian market for seven years.

Targeting the Largest Market Segment The strategic rationale behind the license is clear: Casino is now the dominant force in Belgian gambling. According to the Belgian Gaming Commission, the online casino vertical generated €455 million in Gross Gaming Revenue (GGR) in 2023, representing a 20.2% year-over-year increase.

By entering this vertical, Meridianbet gains access to the largest and fastest-growing segment of a market that generated a total of €944.6 million last year.

Tech-First Entry Meridianbet plans to deploy its proprietary AI Casino Recommender technology for the Belgian launch. This system analyzes player behavior and preferences in real-time to deliver personalized game suggestions, a crucial differentiator in a highly concentrated market where just ten operators account for 94% of all online wagers.

Regulatory Context Belgium is known for having one of Europe’s strictest regulatory frameworks, characterized by rigorous compliance standards and player protection protocols. Securing this license validates Meridianbet’s operational standards and deepens its foothold in a “mature” market that is notoriously difficult for new entrants to penetrate.

The post Meridianbet Doubles Down on Belgium: New Casino License Unlocks €455m Market Segment appeared first on Gaming and Gambling Industry Newsroom.

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LinkDataMedia Drops ‘Startup’ Look with Major 5th Anniversary Rebrand

Published

13 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: In the iGaming affiliate space, the five-year mark is a critical survival threshold. Many media startups fade away before reaching it. LinkDataMedia’s decision to rebrand now is a classic “graduation” signal. By shedding their startup skin for a more corporate, “blue-chip” aesthetic (the stability-focused blue triangle), they are telling operators and partners that they are no longer just an affiliate project, but a stable infrastructure partner ready for larger commercial deals.

The Full Story

LinkDataMedia, the parent company behind the popular affiliate portal Gamblers Connect, has announced a comprehensive corporate rebrand to coincide with its fifth anniversary.

The overhaul includes a completely refreshed brand identity, a redesigned logo, and a fully revamped website, all of which are now live. The move is described by the company not as a mere cosmetic update, but as a strategic pivot designed to distance the business from its “startup roots” and reflect its current status as an established player in the competitive iGaming media landscape.

Visualizing Maturity The new visual language features a modernized blue triangular logo, a shape chosen to represent “stability and forward momentum.” The digital user experience has also been streamlined, offering partners a cleaner interface that aligns better with the company’s matured operational capabilities.

Management Commentary Gjorgje Ristikj, Founder and CEO of LinkDataMedia, commented on the significance of hitting the half-decade milestone in such a volatile industry:

“Surviving the first five years in business takes more than luck. It takes belief, resilience, and the right people around you. This milestone, and the rebrand, reflect exactly that.”

Implementation The new branding has already been deployed across the main corporate website and is currently being rolled out across LinkDataMedia’s social media channels and internal communication platforms. As the company enters its sixth year, the refreshed identity aims to set the stage for a new phase of expansion and innovation.

The post LinkDataMedia Drops ‘Startup’ Look with Major 5th Anniversary Rebrand appeared first on Gaming and Gambling Industry Newsroom.

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Win Systems to Debut New ‘Gold Club Colors’ and WIGOS Upgrades at ICE Barcelona

Published

13 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: As ICE makes its historic move to Barcelona, established tech providers like Win Systems are under pressure to bring their “A-game” to the larger venue. The focus here isn’t just on cabinets; it’s the ecosystem. By highlighting WIGOS (their CMS) alongside WIN PAY, Win Systems is positioning itself as an infrastructure partner, not just a hardware supplier. The debut of the Gold Club Colors roulette specifically targets the growing demand for visually customizable electronic table games (ETGs).

The Full Story

Win Systems, the global provider of technology for the gaming and entertainment industry, has confirmed its product roadmap for ICE Barcelona 2026, the sector’s most significant international event taking place from January 19 to 21.

Exhibiting at Stand 3M30 at the Fira Barcelona Gran Via, the company will leverage the new venue to showcase a broad portfolio designed to cover the entire casino floor—from management systems to the gaming floor itself.

Systems and Fintech At the core of the showcase is WIGOS, the company’s flagship Casino Management System (CMS). WIGOS is widely recognized for connecting thousands of machines across multiple countries, and the Barcelona display will focus on advanced tools that streamline daily operations and optimize player retention.

Complementing the CMS, Win Systems will present WIN PAY, its secure transaction platform. As cashless and seamless payment solutions become standard requirements for operators, WIN PAY offers the necessary efficiency and security controls for modern gaming environments.

Hardware: Roulette and Slots On the hardware side, Win Systems is refreshing its electronic table game offering with the new Gold Club Colors electronic roulette. The Gold Club line has long been a staple in the company’s portfolio, known for its compact footprint and reliability; the “Colors” iteration promises to maximize visual impact on the floor.

Alongside the roulette, the company will display its latest slot hardware, including the Sublime and Rhapsody cabinets. These units are designed to house the company’s extensive game library, which has been adapted to suit diverse market profiles from Europe to Latin America.

Strategic Goals Win Systems aims to use the three-day event to reinforce its 30-year legacy in the industry. The company described its participation as a commitment to “continuous innovation,” inviting operators and regulators to explore how their integrated solutions can improve in-room performance.

The post Win Systems to Debut New ‘Gold Club Colors’ and WIGOS Upgrades at ICE Barcelona appeared first on Gaming and Gambling Industry Newsroom.