UK Betting Information Provider SIS Strikes Deal With LiveScore Group


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Carl Hughes Betting Expert

Updated:May 3, 2023

UK company Sports Information Services, which is the leading global provider of sporting event information and data to betting sites, has announced a new deal with betting provider LiveScore Group, the company behind popular betting sites LiveScore Bet and Virgin Bet. As part of the deal, the two betting sites will be able to access live video streams, data, statistics, and other information from over 73,000 racing events worldwide. The long-term distribution agreement between the two companies is expected to improve user acquisition, engagement, and retention of bettors across LiveScore Group’s betting brands.

The end-to-end solution is expected to live up to the usual SIS standard of providing live high-definition video to the customers of the betting sites taking advantage of its services. Importantly, SIS will provide LiveScore Bet and Virgin Bet with commentary in addition to live streamed video. The betting sites will be able to stream any racing event they choose from 170 SIS-covered race courses across 5 continents, with live racing events streaming directly from the US, Europe, South America and Africa.

LiveScore Sportsbook Director James Mckay commented on the new deal:

“The racing offering provided by SIS has proved very popular and engaging for our sports betting brands’ customers, so it’s great to have secured this content for the long-term. We look forward to continuing to work together, providing excellent, competitive entertainment around the clock.”

LiveScore Group traces its origins back to 1998, when LiveScore was founded as a global sports media business providing real-time updates, results, and information about sporting events. The company also provided live-streaming of sports to customers in over 200 countries and territories. In 2017, Gamesys Group acquired LiveScore, aiming to use it as means of putting their foot in the door of sports media industry. In 2019, the companies were demerged and LiveScore Group became part of Anzo Group. In the same year, the Group launched Virgin Bet in the UK.

The group also started LiveScore Bet, which has become one of the popular betting sites with UK bettors, to some extent due to the ling with the LiveScore website and brand. The site currently offers an excellent “Bet £10 Get £20 Free Bet” introductory offer for new customers. LiveScore Group are proud to integrate online sports betting with livestream sports content, real-time information, data, and statistics, and hold the ambition that their products will be able to revolutionise the way sports betting takes place in the UK.

SIS Commercial Manager UK and Europe Harri Hullatt said:

“As a highly valued partner, we are delighted to extend our partnership with LiveScore Group over the long-term. Our racing portfolio is of the highest quality. We believe that by continuing to take its place within the product mix, it will continue to prove a valuable driver of revenues to a very ambitious partner.”

The deal between the two companies will undoubtedly be a huge success. SIS will be delighted to reach bettors from LiveScore Bet and Virgin Bet and expand and consolidate its influence in the livestream media sector of the betting industry. On the other hand, LiveScore Group will significantly enrich its existing portfolio of live sports services. Leading betting sites in the UK and globally have long recognised the leadership of SIS in the area of live racing content, and the company is continually working to improve its services and products and offer more value to its customers. All major betting sites that provide horse- and greyhound-racing services subscribe to the livestream provided by SIS, and some betting providers even offer other SIS proprietary betting content such as the live draws of their number games 49s, 39s, Fast 15s, and Irish Lotto Bet. SIS is also active in the world of eSports betting and competitive gaming, currently broadcasting 4 concurrent streams of gaming 24/7. The company is involved in over 180,000 live competitive gaming a year, which it streams from its state-of-the-art UK-based studio, offering live commentary and a view of the players. Bets on SIS-streamed games can be placed at major betting sites such as bet365 and BoyleSports among others.

Further to this, SIS is currently making efforts to expand in South America. Earlier this week, the company announced a new partnership with Gran Premio Hipodromo Chile in Santiago, where it will sponsor a stakes race tomorrow, 29/04/2023. The race has been named Clasico SIS and is one of a number of events SIS is sponsoring in South America in an effort to establish itself and improve the conditions of horse-racing in the region.

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".