1. Home
  2. News
  3. Gaming Industry
  4. SIS Content Services Partners With bet365 To Bring Esports Wagering To Kentucky

SIS Content Services Partners With bet365 To Bring Esports Wagering To Kentucky

James Murphy
by in Gaming Industry on
  • SIS Content Services has announced a partnership deal with bet365.
  • The deal will include the introduction of esports basketball to Kentucky bettors.
  • SIS Content Services produces ‘betting centric’ content to the tune of over 150,000 events annually.

SIS Content Services, a key division of the Sports Information Services (SIS) Group, has made a significant leap into the Kentucky market through a strategic partnership with bet365. This collaboration marks the introduction of ebasketball from its esports product suite in the Bluegrass State, signifying a major step in SIS’s ambition to bolster its presence in the esports betting sector across the United States.

Richard Ames, the Chief Executive of SIS and President of SIS Content Services, expressed enthusiasm about the expansion, highlighting the company’s commitment to enhancing the esports wagering experience for bettors. “To grow our esports content across the US has been an aim of ours for some time, and to be able to expand our competitive gaming product into a third US state showcases how we are well-placed to deliver engaging wagering experiences to bettors,” Ames commented. This development follows on the heels of SIS’s successful launches in New Jersey and Colorado, underscoring its growing footprint in the competitive gaming landscape.

SIS’s H2H Global Gaming League, developed with a keen focus on betting, boasts over 150,000 events annually. The company prides itself on producing Competitive Gaming content entirely from its self-contained gaming studios in Milton Keynes. This content is distinguished by ultra-low latency live streaming, the presence of ESIC-trained integrity referees monitoring every game, live caster commentary, and on-screen graphics designed to enhance viewer engagement and betting activity.

Michele Fischer, Vice President at SIS Content Services, voiced confidence in the new offering’s potential success, given Kentucky’s deep-rooted basketball culture:

“As Kentucky is a basketball state, we are confident that our ebasketball product will provide an elevated experience for the bettors on the bet365 platform. This anticipation around this launch is further bolstered by the promising performance of legalized sports betting in Kentucky, which has amassed $447.8 million in handle since its inception in September, spanning both retail and mobile platforms.”

Fischer also underscored the personal significance of this venture, noting, “Our offices are located in Louisville, so it is meaningful to be part of the sports betting infrastructure in our home state.” This remark highlights the company’s connection to the local community and its aspiration to contribute positively to Kentucky’s burgeoning sports betting ecosystem.

Adding to its recent achievements, SIS has also successfully integrated its Competitive Gaming offering into OddsMatrix, the sportsbook platform and data feeds division of EveryMatrix. This move further demonstrates SIS’s commitment to expanding its esports content’s reach and accessibility, ensuring that more bettors worldwide can enjoy top-tier competitive gaming action.

As seen on

Bet Now! Bet Now!