Satellite Information Services (SIS) and Sport Mediastream, the streaming platform for At the Races, has partnered with the Bookmakers’ Afternoon Greyhound Service (BAGS) to launch a new video streaming service for UK greyhound racing.

The launch marks the first time BAGS Greyhound Racing, a UK betting shop staple, will be made available online, with customers available to view every race via desktop and mobile devices by placing a bet through any partnered betting operator.

This will see up to 28,000 races available for streaming in 2016. SIS will be responsible for picture collection from tracks and data feeds, while Sport Mediastream handling the creation, delivery and management of the streaming content solution.

BAGS has partnered the two streaming providers to ensure the best possible product is made available with minimal integration requirements, risk or delays.

“We have known for a number of years that there has been a demand from the greyhound betting public to access the opportunity online,” BAGS chair Dominic Ford said. “We are now able to satisfy that demand.

“This will provide a new revenue source into greyhound racing. BAGS will ensure that money from the online market finds its way into support for the greyhound tracks and the grass roots of our sport.”

SIS commercial director Paul Witten said that his company had delivered greyhound racing pictures and data to UK and Irish betting shops for 28 years, and was delighted to be a key part of bringing the service online.

“Growing the popularity of the sport is high on our agenda and this is an exciting development for a new audience,” Witten said.

Almost all major UK betting operators are understood to have expressed a view in launching the service, with the first streamed Wednesday October 14th.

In related news, SIS has made two key hires to bolster the marketing team, with Simon Free joining the company as Insights Manager and Patrick Alexander as Marketing Planning and Activation Manager.

Free will work across key company verticals to ensure that SIS’ product offering is informed by customer and consumer needs. His previous experience includes working within the consumer research team at Sky Bet, and six years as Market Insight Manager at Ladbrokes, working on both retail and digital channels.

He joins SIS in the newly created position, having most recently been the retail analytical lead in the Microsoft Xbox EMEA Marketing team.

Alexander also joins the SIS marketing team. He was previously with sports conference and content firm Leaders, as head of Strategic Projects, and before that at sports marketing agency Fuse Sport, working with clients within the betting and gaming industry.

He will be focused on building awareness of SIS’ current and new product portfolio and supporting the Product Development team to ensure that SIS’ products are clearly differentiated in the market.

Paul Rees, head of Marketing at SIS, welcomed Simon and Patrick to the company and said he was looking forward to seeing their expertise help support the evolution of SIS in years to come.

“These appointments will help support SIS’ diversification strategy as we seek to ensure that its product offering and marketing communications are informed by customer and consumer needs," he said.


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