Global betting operators are continuing to experiment with product diversification amid changing market dynamics and tax conditions across various jurisdictions.

This includes trialling lottery-style games, like SIS’ (Sports Information Services) 49’s daily draws, a product which has proven popular in the British retail and online betting markets.

SIS announced earlier today that it has introduced two new 49’s daily draws, Brunchtime and Drivetime, to the global market after a successful trial with Betway South Africa.

The new draws have been taken live with its international partners across both retail and domestic channels, scheduled at 11:49am and 4:49am, alongside the existing 12:49am lunchtime draw and 5:49pm teatime draw.

“Our aim has always been to evolve 49’s in ways that complement both operator needs and player preferences,” said Jess Mills, Head of 49’s at SIS.

“Brunchtime and Drivetime build on what makes the brand so relatable and engaging in the first place – draws that naturally fit into players’ daily routines, supported by personable presenters and strong social media interaction.

“This expansion enhances a product with proven, long-lasting appeal, giving audiences worldwide even more accessible, engaging touchpoints throughout the day.”

Standing out from a crowd

The daily draws have been a popular product in the UK for some time, and are particularly familiar to retail betting audiences.

The importance of product diversification and inclusion of draws like this was particularly hammered home after the change to FOBT gaming machine stake limits in 2019, which reduced the limit from £200 per spin to £2.

In the case of South Africa, Betway is a major player in the market – one of the biggest in the African continent, to the point that the government has recognised gaming as one of the country’s biggest economic sectors.

It is also a highly competitive one, however, with Betway going up against the likes of Sportingbet, HollywoodBets and SunBet, among others. This has made product diversification even more important to success.

According to SIS, the main appeal of the 49s product is its lower-take, quick-win betting format, which it claims has led to ‘notable growth in player engagement’ in South Africa thanks to the enhanced schedule.