How virtual racing combines slots mentality with betting experience

How virtual racing combines slots mentality with betting experience

Tuesday, January 26, 2016 Totally Gaming
SIS's Marc Thomas said there has been "significant interest" in the on-demand games

It has been a busy few weeks for SIS, which has announced the launch of its new sports trading team as well as branching out into virtual, on-demand gaming. Here, ahead of the sports data and services provider’s appearance at ICE Totally Gaming, Marc Thomas, head of product, tells about SIS’s plans for the coming year… SIS has made quite a start to the year with a series of announcements: what do you believe will prove to be the main developments for the company in 2016?

Marc Thomas: “We are doing an excellent job of sustaining our core business under challenging UK market conditions and the year ahead will be no different. SIS has been on a transformational journey in the past 12 months, and 2016 looks set to bring more of the same.

“New product areas will see the company continue to go from strength to strength. In 2015 we launched SIS Infinite Games, our new streaming platform - SIS Stream, as well as a comprehensive pricing offer - SIS Trading Services. Content will still be king however, and our rights acquisitions will continue apace to support our core content and data business.”

TG: SIS on-demand racing games seems like a really interesting venture: could you tell us how the idea for this came about and the development process?

MT: “We wanted to combine an online slots mind-set with a race betting experience, and SIS Infinite Games was born. With the on-demand format, players can play our full suite of racing games anytime, anywhere and enjoy that anticipation of betting on a sports event in a casino environment.

“To take advantage of the crossover appeal that we identified such games could offer, we worked with a key partner in CORE Gaming, who were instrumental during the development phase. Utilising our vastly experienced internal teams, we then completed the full picture with maths, pricing and playout models for each race variation – be it horse racing, greyhound racing or cycling.”
TG: What has been the response to the games from the industry and customers?

MT: “The response to our industry first on-demand games has been overwhelmingly positive, with significant interest from casino, games and slots operators. Sportsbooks in particular have taken a keen interest in the product, as the on-demand format appeals to their customer base who might have been more familiar with scheduled events.

“The first generation of games have only been live for a couple of months, but our plans for developing this product further are well and truly underway – expect to see the graphics further enhanced shortly.

“There are many routes where SIS Infinite Games could take us. Sportsbook-friendly racing games that are close to their ‘virtual’ cousins require significant time and investment to produce properly, but they have long shelf lives and are an attractive proposition for the company.

“We have released seasonal varieties already, such as Santa Sack and Santa Chimney racing in December, and we’ll certainly look to do more of those in the future. We also are keeping a close watch on international opportunities and are poised to make further investment if need be.”

TG: What are you most looking forward to at this year’s ICE? 

MT: “ICE is always a highlight on the calendar and this year’s show will see SIS’s biggest presence for some time. We are looking forward to establishing new relationships, and I am really looking forward to speaking to operators from all over the world.”

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