SIS has drafted its plans for further international expansion by launching SIS Content Services Inc, its new US subsidiary.
SIS noted its US division launch shows the firm’s dedication to the US market as it looks to capitalize on the “opportunities available to digital and retail sportsbook operators and horse racing stakeholders”.
Richard Ames, CEO of SIS and President of SIS Content Services, said the launch played a significant part in the increased internationalization of the SIS business and comes at a time when the US racing market faces unprecedented change and opportunity.
“SIS will provide customers with access to the world’s best horse racing content, thirty years of distribution experience, and turnkey technology with the capacity to generate new revenues both on and off-track,” he said.
“Our offering comes with all the products and services required to satisfy stakeholders across the industry and will add significant value to their own proposition.
“When it comes to fixed-odds wagering, there are obviously a number of regulatory hurdles to cross in the coming months, but there is a genuine opportunity for it to benefit both horseracing stakeholders and sportsbooks.
“The launch of SIS Content Services follows on the heels of a significant investment in Australia’s RACELAB GLOBAL and is further evidence of the commitment that SIS is making to racing as both a sport and a wagering offering.”
For sportsbooks, SIS Content Services will offer a full turnkey solution of real-time data and video feeds, trading services, and liability management on its portfolio of over 30,000 horse races, 38,000 greyhound races and more than 100,000 competitive gaming events.
The firm will make its fixed-odds distributions available to racetracks, providing access to racing content from both domestic and international races to maximize revenue and attract new customers to the racing product.
SIS Content Services will be led by Michele Fischer, with several additional appointments expected to be announced in the coming months.
Fischer brings a wealth of US horseracing knowledge to the role, having served as an international racing consultant and former Sportech executive.
She said: “We have seen an explosion in sports betting in regulated states in the last few years. The time is now for US racing and all its stakeholders to be active participants and reap the benefits of that growth as well.
“As SIS has demonstrated for decades in the UK and Ireland, and currently in Latin America, Africa, and Asia, it is extremely well-positioned to help operators and racetracks make the most of their racing content. I am excited to be leading SIS Content Services at a time when the opportunity for US racing both domestically and internationally is greater than it has ever been.”
