Sports Information Services (SiS) has witnessed a revival of its 49’s Live Draw product, as the numbers game celebrates its 25th anniversary.

The 49’s brand first launched in 1996. Last year, to the surprise of industry observers, SIS acquired the 49’s Limited business, expanding its betting services into live draw games.

Subsequently, SIS would undertake a brand refresh of the 49’s, with significant investment made to broaden the 49’s appeal, which saw the numbers game launch a new catalogue of live draw games during this summer.

The rebrand saw the established twice-daily 49’s live draw renamed as “The Original Live Draw”. Furthermore, the 49’s daily schedule was transformed by the introduction of a 39’s and ‘Fast 15’ draw taking, providing a constant frequency of live draws every two minutes for customers.  

SIS further invested in a new website for 49s.co.uk, with a mobile-first approach and reflecting the product’s new brand identity, and providing more opportunities for affiliates to be integrated within the site.

Jess Mills, Head of Product Proposition at SIS, said: “We’re delighted to be able to mark the 25th anniversary of 49’s with the news that our revamped numbers brand and range extension has successfully been driving profitability for our online and retail operators. 

“The 49’s iconic twice-daily draw is much loved and boasts a great heritage, but innovation and evolution has been key for us since acquiring the business, and we look forward to continuing to shape the product offer to meet customer needs for many more years to come.”

The makeover has bolstered results for a refreshed 49’s game, with its wide range of numbers betting and virtual racing products successfully driving profitability for online and retail operators worldwide, including Betfred, Boylesports, Coral, Ladbrokes, William Hill, and South African brands Hollywoodbets and Marshalls World of Sport.

Simon Clare, Consumer PR Director, Entain, said: “I remember the first-ever 49’s draw well, back on 16th December 1996. There was a huge sense of excitement and optimism felt by betting operators about this new product, while it was well-received by bettors as something fresh and different.

“It’s great to see that 25 years later the product is as strong as ever, with SIS’s brand refresh and product extensions taking it to new heights – proving that that original optimism and excitement was well-founded.

“49’s continues to be a very popular product with our Ladbrokes and Coral customers, and they continue to follow their favourite presenters closely and have a real affinity with the daily lunch and teatime draws.”