A leading supplier in esports betting is launching its eBasketball product with its long-term operator partner in a state that loves the sport of basketball.
SIS Content Services, part of SIS Group (Sports Information Services) developed its H2H Global Gaming League specifically for betting and hosts over 150,000 per year. The company touts its short-form, event-based esports product’s ability to add as much as 10% in value to sportsbooks and said in a press release announcing the launch that it “is proven to deliver superior margins around the clock.”
“As Kentucky is a basketball state, we are confident that our basketball product will provide an elevated experience for the bettors on the bet365 platform,” said Michele Fischer, Vice President of SIS Content Services.
This is the third US state that SIS has entered a partnership with bet365. The duo also has collective offerings in Colorado and New Jersey.
Richard Ames, Chief Executive of SIS and President of SIS Content Services, said of the expansion:
“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.”
Expansion of Kentucky Sports Betting
This partnership enters a Kentucky sports betting market that has been fast-growing since sportsbooks first started accepting legal bets on September 7, 2023.
The Bluegrass State just changed the regulations governing sports betting in Kentucky in a sign of a maturing and more complex market versus what initially launched just six months ago. State officials initially estimated tax revenue of $23 million in the first year with the live legal market, but the state’s already averaging $5 million per month after the first three full months of wagering cleared $15 million in tax revenue.
bet365 reported a total handle of over $65 million in the Kentucky sports betting market in 2023, so the addition of new wagering options in the esports category can help it stay competitive against Caesars, BetMGM, and ESPN Bet which are all vying for third place behind the stalwarts of DraftKings and FanDuel.
