Transformation & Engagement through technology

Sports Information Services | Sports & Gaming

Zenitech and SIS partnered to transform a long-standing industry favourite into a truly digital business.

Supporting bookmakers since 1987

As a trusted partner to the global betting industry for over 30 years, SIS (Sports Information Services) provides key broadcast, content and production services to online and retail betting operators. SIS provides horse and greyhound racing content to almost all UK and Ireland retail betting shops, alongside shops in Europe, the Caribbean, and Sri Lanka.

A changing industry landscape

In 1986, only live audio commentary was broadcast to betting offices and a 'whiteboard' man transcribed the results. SIS furthered the offering, by producing pictures from racecourses, to enable retail shops to broadcast live racing in for the first time. Since then, digital transformation has fundamentally changed sports broadcasting and the betting industry - producing further opportunities for retail and online operators to engage with customers.

With a mission to maximize value for bookmakers, SIS creates and distributes betting events that help drive profitability. These quickfire events are over in minutes, have a high frequency throughout the day to increase betting turnover and increase dwell time for both retail and online operators all over the globe.

SIS wanted to set off on a transformation journey to realise the global retail and online opportunities that had been developed in within the industry. In the process of transforming the company from a national broadcasting business into a global 24/7 content, data and graphics provider. A huge undertaking, without all the internal expertise required to build high-performance and truly scalable digital capability in-house, SIS engaged with Zenitech to work together on transforming the business.

Technology and development workflows were less than mature, with weaknesses across product team ownership and poor execution during sprint cycles. By balancing continued delivery of services relied on by bookmakers from all over the globe with the need for rapid digital transformation, SIS needed support from a reliable managed service provider.


The relationship started slowly working on some small tactical projects together, but due to Zenitech’s proven track record, decades of industry experience and the ability to consult, shape and develop scalable technology platforms the relationship flourished.

Zenitech started to provide SIS with a dedicated team in order to increase exposure to the expertise, knowledge and best practices that make Zenitech a distinct and reliable partner.

For the first two years of working together, Zenitech and SIS worked on a variety of projects which focused on the technology estate. Projects included:

  • The new build of industry-leading products to increase content and drive revenue in product areas such as esports, horse racing and content distribution.
  • Automation in operational processes and innovative thinking around broadcasting distribution and capture.
  • The Re-platforming of core business applications and services to enable 24/7 operational mindset.
  • The migration and re-platform of applications into a cloud infrastructure.
  • The implementation of a DevOps strategy to enable best practice deployments and regular release.
  • To consult, partner and advise of technology best practices in Agile Software Development practices.

After this period SIS made the decision to extend the relationship further by allowing Zenitech to adopt ownership of the entire end-to-end development and delivery processes process through its nearshore operations further enhancing the Partnership mindset and driving business value to SIS customers.

As a result, SIS has scaled its opportunity within the industry and offers market-leading innovative products and services, whilst delivering reduced operational costs with measurable improvements in productivity through automation and technology.

As SIS looks to the future, Zenitech now partners with retail and online operators and suppliers seeking to address challenges introduced by complicated regulatory changes, the change in technology and supporting them to drive transformation. SIS and Zenitech are key partners and we consider them as part of our community working closely with to achieve strategic value.

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Jeremy Stevens

Global Head of Sales (+44) 7932 991489

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