Popular 49’s Draw Has New Owners

The well-loved 49’s lottery-style game, a staple in UK betting shops, has transitioned to new ownership. Initially launched in 1996 by leading bookmakers like Ladbrokes, Coral, and William Hill in response to the booming success of the National Lottery, it's captivated many bettors with its promise of substantial winnings.

The 49’s draw echoes the style of the National Lottery, featuring a draw of six main numbers and a bonus ball from a total pool of forty-nine. This draw occurs twice daily and is streamed live to around 9,000 betting venues across the UK. Besides running the 49’s draw, the company also provided virtual horse racing games and various other betting shop products, including the Irish Lottery and Rapido draw marketing materials.

The new owners are Sports Information Services (SIS) Ltd The new management will oversee the daily live draws along with their virtual racing brands such as Portman Park, Sprint Valley, and Steepledowns, not forgetting the virtual greyhound races at Brushwood and Millersfield. Ladbrokes and William Hill hold a significant share in SIS, the entity partially responsible for these changes, yet financial details of the 49’s acquisition remain undisclosed. Among its influential early directors was Denise Coates, who contributed significantly to SIS before founding one of the largest global gaming enterprises. Bet365 Mike Jones , who chairs 49’s Limited, commented, \"Our long-standing collaboration with SIS over two decades uniquely positions them to drive international growth for the 49’s brand. We eagerly anticipate how they'll amplify the remarkable progress our team has made to elevate 49’s to a leading gaming product.\"

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