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

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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.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Team Vitality accelerates global growth with acquisition of Bigetron Esports

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The acquisition will see Team Vitality continue to forge its path to becoming one of the only truly international esports organisations, by entering the mobile gaming market in new regions and markets

Leading esports club, Team Vitality, is proud to announce the acquisition of Indonesian esports organisation, Bigetron Esports, following a deal with one of the most powerful mobile gaming esports brands globally. The move will strengthen Team Vitality’s presence in the mobile gaming market as well as extend the brand’s reach further into the Southeast Asian region, continuing to forge its path to become a truly global, multifaceted presence across all elements of esports.

Bigetron by Vitality: A strategic move into Southeast Asia and mobile gaming

The acquisition places Team Vitality in a strategically important gaming market – Southeast Asia. With a population of over 270 million, and more than 30% of whom are under 30, Indonesia represents a vibrant and highly engaged audience for esports. The country is home to over 100 million gamers, making it the fourth-largest gaming market in the world. Southeast Asia, particularly Indonesia, is also one of the fastest-growing regions for mobile gaming, with a remarkable 20% year-over-year revenue growth.

As part of the move, Bigetron Esports’ brand identity will change to ‘Bigetron by Vitality’, to show respect to the club’s local legacy while allowing Team Vitality to integrate the brand authentically and exclusively into all future mobile gaming activities. Bigetron Esports CEO, Edwin Chia, alongside Team Vitality’s Co-Founder CEO, Nicolas Maurer and Corporate Director of Global Operations, Danny Engels, will work together as the respective leads for Vitality’s mobile gaming entity.

This acquisition marks a significant step in Team Vitality’s expansion into mobile gaming, following the 2024 acquisition of Bigetron’s Women’s Mobile Legends: Bang Bang roster. Prompting a deeper exploration of the mobile esports space, Bigetron represents a fantastic addition to help introduce and grow the Vitality brand within this fast-growing and dynamic segment of the industry.

Bigetron Esports has built a formidable reputation in the mobile gaming world, with an impressive social media presence across multiple platforms, totaling over 6.8 million followers across YouTube, Instagram, TikTok and WhatsApp. As part of this acquisition, all Bigetron social media channels will be rebranded to align with Team Vitality as ‘ Bigetron by Vitality’, integrating seamlessly into the broader Team Vitality network.

Bigetron is one of the few Southeast Asian organisations with an established footprint in four key mobile gaming titles, a strong competitive track record, and existing partnerships with gaming industry leaders Moonton and Tencent. Following the deal, Team Vitality will be represented by the organisation’s existing key rosters and talent including:

  • Men’s Mobile Legends Bang Bang Team: Competing in the Mobile Legends Bang Bang Professional League Indonesia (MPL ID), the organization recently secured 3rd place in the highly competitive league operated by game publisher Moonton, with a notable peak viewership of an astonishing 4 million.
  • PUBG Mobile Team: With total prize winnings exceeding $1.2 million, Bigetron has made multiple World Championship appearances, including the 2024 World Championship, and holds World Championship titles from 2019 and 2020.
  • Free Fire Team: Champions of the Free Fire World Series (FFWS) Indonesian Fall 2024. The team also earned a spot in the Free Fire World Series Grand Finals 2024.
  • Honor of Kings Team: The Honor of Kings team recently triumphed in the Indonesian Qualifier for the HoK Invitational Season 3 and became a partner team in the newly established Professional Honor of Kings League in Indonesia.
  • Women’s Mobile Legends Bang Bang team: Following acquiring the team in 2024, Bigetron will offer additional support, resources and infrastructure to further support the roster ahead of the Esports World Cup in 2025.
  • Additionally, Bigetron has assembled a lineup of Southeast Asian brand ambassadors with a combined social media following of over 27 million, all of whom will further amplify the clubs partnership with Team Vitality throughout the region

All of the above teams that qualify for the Esports World Cup will represent Team Vitality and compete under the Team Vitality banner and team name. Following this, teams competing in Mobile Legends, PUBG Mobile, Honor of Kings, and Free Fire tournaments will do so as Bigetron by Vitality, marking the full integration of Bigetron into the Team Vitality network.

TEAM VITALITY IN FIGURES

After Bigetron Esports acquisition

  • +170 employees in 3 different offices in Paris, Berlin and Jakarta (+50 employees)
  • 19 teams (+5 teams)
  • 15 games (+3 games)
  • 10 million owned followers worldwide (+6.8 million)

Ambitious international plans for 2025

With ambitious plans for international expansion, Team Vitality is setting its sights on reaching new heights in esports throughout 2025. This year, the organisation is focused on securing victories, strengthening its legacy, and pioneering the esports industry into the new generation. This commitment not only supports Team Vitality as one of the world’s leading esports powerhouses but also contributes towards the broader success of the organisation on a global scale.

“We are thrilled to announce our acquisition of Bigetron Esports.” said Nicolas Maurer, CEO of Team Vitality “As the popularity of mobile gaming continues to soar, particularly with younger generations growing up on mobile games, Team Vitality is proud to support shaping the long-term future of mobile gaming esports together with the Bigetron leadership team. This acquisition marks an important step in our internationalisation as well as becoming the best gaming organization in the world.”

“The merger was driven by our shared vision with Team Vitality to inspire and empower gamers to achieve greatness through innovation, collaboration, and relentless dedication to excellence. We believe alongside Team Vitality, we can continue achieving greatness and showcasing the stellar Indonesian esports talent on an expansive international stage.” commented the CEO of Bigetron Esports, Edwin Chia.

 

The post Team Vitality accelerates global growth with acquisition of Bigetron Esports appeared first on European Gaming Industry News.

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Kaizen Gaming named Latin America’s Casino and Sportsbook Operator of the Year at the SBC Awards Americas 2025

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Dual wins as ‘Casino Operator of the Year (LatAm)’ and ‘Sportsbook Operator of the Year (LatAm)’ affirm Kaizen Gaming’s leadership and product excellence across Latin America

Kaizen Gaming, one of the world’s biggest GameTech companies and owner of the Betano online sports betting and gaming brand, has been crowned ‘Casino Operator of the Year (LatAm)’ and ‘Sportsbook Operator of the Year (LatAm)’ at the highly celebrated SBC Awards Americas 2025 held in Fort Lauderdale, Florida, on Wednesday 14th May.

The two wins recognise Kaizen Gaming’s strong focus and commitment to delivering an exceptionally high-quality product offering with customer experience and satisfaction at its core. They also signify the company’s sustained growth and accelerating momentum as a leading operator across the region and beyond.

Christos Tzalavras, Chief Product Officer, Kaizen Gaming, said: “We’re proud to be recognised for having the best sportsbook and casino products in Latin America, which is undeniably one of the most dynamic and exciting gaming markets in the world today. These awards reflect our team’s passion, the strength of our strategy, and our commitment to delivering innovative, high-quality, and responsible gaming experiences. Our main secret is prioritising the customer experience in everything we do. This is a milestone moment for our brand, but the ‘Kaizen way’ is one of continuous improvement, so we’ll keep raising the bar. Thank you to the whole team for your hard work and dedication in making this achievement possible.”

Kaizen Gaming was the first operator to be officially licensed in Brazil this January. Key highlights in 2025 to-date include the renewal of Betano’s partnership with F1 legend Felipe Massa, its continuing support for Supercopa Betano Rei 2025 and the Supercopa Feminina Betano 2025, and notably the recent start of its landmark long-term principal and front-of shirt sponsorship with Club Atlético River Plate. These milestones follow its rapid expansion into three new LatAm markets last year, its partnership with CONMEBOL Copa America 2024, and title sponsorship agreements with the Brasileirão Betano in Brazil and Torneo Betano in Argentina.

The inaugural SBC Awards Americas honour outstanding companies representing the gaming and betting industry across the region. With a hand-picked judging panel, the accolades recognise the achievements and accomplishments of operators, affiliates and suppliers from all the major disciplines including payments, marketing, platform providers and data.

The SBC Awards Americas took place at Pier Sixty-Six in Fort Lauderdale on the second day of SBC Summit Americas. The show brings together 10,000 industry professionals and over 400 exhibitors for networking, knowledge exchange, and growth opportunities across the casino and sports betting sectors in North, South, and Central America.

 

The post Kaizen Gaming named Latin America’s Casino and Sportsbook Operator of the Year at the SBC Awards Americas 2025 appeared first on European Gaming Industry News.

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Red Rake Gaming expands its presence in New Jersey with Hard Rock Bet

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Red Rake Gaming, a leading provider of online casino content, has announced the launch of its games on the top-rated Hard Rock Bet platform via Aristocrat Interactive. 

With this launch, Red Rake Gaming continues to consolidate its growth in the United States after obtaining regulatory approval in New Jersey and other strategic markets. The availability of its most innovative and high-performing games on Hard Rock Bet reinforces the company’s presence in the region and reaffirms its commitment to providing high-quality content to top-tier operators.

Grant Williams, SVP Casino at Hard Rock Bet, commented: “We’re thrilled to Roll with Red Rake Gaming via Aristocrat Interactive and provide our players with an exciting new array of innovative gaming options. Their engaging portfolio will nicely complement the over 2,700 games available on Hard Rock Bet as we continue to elevate the online gaming experience for our players.”

Nick Barr, Managing Director of Red Rake Gaming Malta, added: “We are very excited about the addition of our games on Hard Rock Bet and the opportunity to further expand our presence in the U.S. market. Hard Rock is a globally recognized brand, and we are confident that our games will resonate with Hard Rock Bet’s players, offering a unique and immersive experience.”

 

The post Red Rake Gaming expands its presence in New Jersey with Hard Rock Bet appeared first on European Gaming Industry News.

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