SIS, the multi-channel supplier of 24/7 betting services, has acquired the full shareholding of 49’s from current owners GVC and William Hill.
The agreement will see SIS take ownership of 49’s market-leading live draws product and the virtual horseracing brands Portman Park, Sprint Valley and Steepledowns, as well as virtual greyhounds from Brushwood and Millersfield.
The acquisition of 49’s is a perfect strategic fit for SIS’ ever-expanding product portfolio and the brands already fit within the existing 24/7 racing channels that have been so successful both in the UK and especially with international retail and digital betting operators.
In addition, SIS is developing a range of new numbers and virtual content which will sit under the 49’s brand umbrella. This acquisition complements the great strides made in launching new products, including the esports competitive gaming product now live with Bet365.
Richard Ames, CEO at SIS, said: “49’s has a long history of supplying high quality, market-leading content to UK and Irish bookmakers and the product range is much loved by consumers.
“Over recent years, SIS has successfully extended the brand worldwide and it makes perfect sense to now take the further step of acquiring the business. We have great plans for the brands and will announce shortly a range of new and extended products as part SIS’ numbers product strategy.”