SIS (Sports Information Services) has signed an agreement with bet365, debuting its 49’s fixed-odds live numbers product in the online market.

The deal will see the 49’s Original Live Draw streamed by bet365 to its international customer base, which the operator aims to leverage for greater direct customer engagement. 

Meanwhile, for SIS the agreement represents an opportunity to further expand the reach of its long-running 49’s product via the bet365 website – which the former company observed generates ‘around one million unique users per month’. 

Jessica Mills, Head of Product Proposition at SIS, remarked: “Bringing live streams of the 49’s Original Live Draw online is a natural progression in our journey to diversify and grow the product and brand. 

“We have worked hard to enhance our 49’s portfolio of live numbers draws to provide online and retail operators worldwide with an effective product that is appealing to a vast player base. 

“The high-quality production of the live draws, and ability to win big from a small stake, will resonate well with bet365’s customers.”

SIS further detailed that the online version of 49’s will be regularly updated with the latest results, stats on the frequency of balls and information on the ‘well-loved professional presenters’ of the programme, who will also work to engage with players across social media channels. 

First launched in 1996, the 49’s brand has been transforming as of late, as SIS seeks to further diversify the product and reach a wider community of international bettors via online operators. 

The deal is SIS’ second partnership with bet365 in 2022 after a five-year arrangement was reached in March for the provision of its full suite of greyhound services to the global betting group. 

Commenting on the launch of 49’s on the site, a bet365 spokesperson said: “As part of our ongoing strategy to provide best-in-market lottery output, partnering with SIS to secure the integration of 49’s Original Live Draws online is an important move.

“The enhanced product is proven to engage live numbers draws players, which will allow us to strengthen our own position in this growing betting vertical. 

“We have a successful ongoing partnership with SIS and we are confident that the 49’s online draws will help provide our customers with live video access to the draws as they take place, and deliver incremental revenues for the bet365 brand.”