bet365 to integrate SIS eSports Services


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Carl Hughes Betting Expert

Updated:December 10, 2022

bet365, one of the top UK sports betting platforms and the largest betting website in the world, has signed a significant new contract with SIS (Sports Information Services). The contract provisions for the integration of SIS eSport Services with bet365 systems, initially in New Jersey, US, and thereafter potentially in other markets. This is exciting news for bet365 customers, who will now have access to a large number of advanced new features that would increase their betting experience.

SIS was founded in 1986 and has a vast experience in providing production and content services to the sports betting industry, both in the UK and Worldwide. From live broadcasting of sporting events to specialised custom news gathering, SIS is the go-to solution for many betting brands and platforms who choose to provide the ultimate user experience to their customers. In recent days and weeks, SIS has been steadily expanding with a series of partnership agreements and contracts. One of them, with Estelarbet on 6th December 2022, made SIS available to customers in Chile for the first time. Only a week earlier, SIS received the prestigious ESIC Gold Standards Accreditation, the highest accreditation available in the industry, making it the first sports betting supplier to meet the newly introduced strict competitive gaming integrity criteria.

The new partnership with bet365 means that bettors, initially in New Jersey, will have access to latency-free, seamless live streaming of eSports and Competitive Gaming events not only during tournaments, but also for non-tournament games. SIS’s portfolio includes the H2H Global Gaming LeagueTM  which provides over 150,000 sporting events every year. These services are further enhanced by the SIS integrity guarantee, with every game featuring an ESIC-trained integrity referee. What’s more, SIS rightly prides itself on providing outstanding margins 24/7 and operating four live streams.

All this means that bet365 customers will experience the unique SIS approach of live event broadcasting for sports betting and eSports betting, including its live coaster commentary and high-quality on-screen graphics. These will be combined with advanced software features for better betting experience, including unique prompts for users to bet on markets such as results, player stats, or form. The company’s operations will continue to be ran from their state-of-the-art gaming studios based in the UK.

SIS Completive Gaming has been created solely with revolutionising sportsbook in mind, and all the work put into it is intended to provide sports betting platforms with the edge they need in order to give their customers the ultimate betting experience. eBasketball, eFootball, and other competitive gaming such as Counter Strike are only some of the events that can be used with the platform. With up to 50 markets provided for each game, including pre-match and in-play markets, and industry-leading margins, SIS Competitive Gaming services are truly unmatched in the world of eSports betting.

Following the announcement of the partnership, SIS CEO and President of Content Services Richard Ames expressed his confidence that this service would be extremely popular with bet365 customers:

“We believe our end-to-end Competitive Gaming solution provides everything that a sportsbook needs – including the highest levels of integrity, frequent events, and superior margins […]”

Also expressing her excitement about the partnership, SIS Content Services Vice President Michele Fisher hinted at possible future expansion:

“We are ecstatic to be able to launch SIS’ esports offering in New Jersey, which we see as the first milestone in our strategy.”

Announcing the news on Twitter, SIS posted a behind-the-scenes video showing the work of its integrity referees and Competitive Gaming staff, presenting what customers would see on their screens and also what happens in the gaming studios where the gamers compete. True to their word, SIS and bet365 have managed to achieve an outstanding level of system integration, with seamless high-quality graphics, various cues and indicators, a lot of useful information, and all this presented in a way to add to user experience and not hinder it.

With bet365’s culture of technical expertise and attention to detail, and SIS’s outstanding track record of technical innovation and customer satisfaction, the partnership will undoubtedly be a success in New Jersey. In a climate of sports betting that sees new platforms emerge all the time and offer outstanding introductory offers and bonuses, this is exactly the step we would expect from the world leader bet365 to make sure they remain first choice when it comes to betting on competitive gaming. The new contract is a recipe for success, and we are sure it will be only a matter of time before we see even more exciting features and expansions coming our way.

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About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".