Paddy Power announces new deal with SIS

Online and retail sports betting and gaming giant Paddy Power secured a deal with Sports Information Service (SIS). SIS will produce Paddy Power-branded television content that will be broadcast in Paddy Power retail outlets. Paddy Power announced that live broadcasts of sporting events have already gone live in its UK outlets. The deal entails using SIS's latest technology that will make Paddy Power in-store TV channels a lot more personalised.

Once again: Paddy Power at the forefront of innovation

Paddy Power is known for its use of the latest technology. The company's latest deal will see the gambling operator utilise a technology called Complex Automated Production (CAP). This technology allows different shops greater flexibility over the specific schedules. CAP technology streamlines the production process and will allow Paddy Power shops to personalise their TV streaming in shops according to their customer's preferences. Most big sporting events are popular across both the UK and Ireland. However, some events attract only local interest.

"Paddy Power always aims to use the latest technology to ensure it is providing its customers with the best product available and SIS Limited’s newly-developed and innovative Complex Automated Production is one of these tools,” commented Michael Ahearne, Retail Product and Innovation Director at Paddy Power.

Landmark deal for SIS

According to Paul Witten, Commercial Director at the Milton Keynes-based company, the agreement with Paddy Power is a "landmark deal" for the company. SIS is convinced that its use of CAP technology will enhance customers' experiences at Paddy Power shops. Aside from allowing for greater flexibility when it comes to choosing content, SIS technology is also able to feature integrated specials and television advertisement. The latter will be especially beneficial to Paddy Power and the customer. Relevant advertising is likely to result in more bets being placed and greater enjoyment on part of the punter.

Paul Witten is delighted that SIS is, "able to offer Paddy Power a flexible and affordable branded television channel for its customers." How much the deal SIS secured from Paddy Power is worth has not been disclosed. In light of Witten's statement, it is reasonable to assume that SIS faced tough competition from other broadcasting companies but was able to offer its technology to the betting giant for a reasonable sum.
"We continually strive to ensure that our products are relevant to operators’ needs, and recent technological advancements by SIS have allowed for a much more streamlined version of our retail TV channel broadcasts," further commented Witten.

Given that the companies will work together over five years, it is likely that SIS and Paddy Power will add features to the current broadcasting program at Paddy Power TV. In recent years, broadcasting has become much more advanced as a result of smart TVs. It is likely that the SIS product will become even more personalised and interactive within the next few years.

Paddy Power is part of the Paddy Power Betfair group. Given the sheer size of the group's operation, SIS will benefit from the huge exposure of its products.