With all eyes on March Madness, Kentucky players are about to experience betting on ebasketball. The activity is specially designed for gamers passionate about basketball who want to showcase their talents and skills in the virtual world.
Live betting content supplier  SIS Content Services  announced the launch of ebasketball from its esports product suite is now live with bet365  in Kentucky.
The US operator and the supplier have been long-term partners. And recently successfully deployed SIS esports products in Colorado and New Jersey.
Kentucky rollout expands SIS’ esports gaming content in the US
According to SIS, the Kentucky rollout aims to improve the company’s reputation in the esports betting space by expanding the audience that can engage with its competitive gaming content across the US.
Richard Ames , CEO and president of SIS Content Services said in a news release :
“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.”
Vice President of SIS Content Services, Michele Fischer added: “As Kentucky is a basketball state, we are confident that our ebasketball product will provide an elevated experience for the bettors on the bet365 platform. Our offices are located in Louisville, so it is meaningful to be part of the sports betting infrastructure in our home state.”
SIS’ product is part of the content provider’s H2H Global Gaming league
SIS’ event-based ebasketball product is part of the sports betting content provider’s H2H Global Gaming league. The league hosts more than 150,000 live events per year.
Developed specifically for betting, the product provides a full end-to-end solution. Produced entirely in-house from SIS’ self-contained gaming studios in the UK, the Competitive Gaming content features:

Ultra-low latency live streaming
Visible ESIC-trained integrity referees for every game
Live caster commentary
On-screen graphics with betting prompts

Kentucky sports betting industry growing strong
After Kentucky’s House Bill 551 passage, the Kentucky Horse Racing Commission (KHRC) approved administrative regulations that set the timeline for implementing sports wagering in Kentucky.
Retail locations opened their doors on Sept. 7, 2023, while online sports betting sportsbook apps launched on Sept. 28, 2023. Apart from bet365, the available sports betting options in KY include FanDuel, DraftKings, Caesars, BetMGM, and other apps.
Over the final months of 2023,  Kentuckians placed $892.3 million in total bets using legal sportsbooks. That gives plenty of opportunities for operators and software providers to expand their offerings in the state.
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