SIS strengthens esports betting with leadership shake-up

SIS (Sports Information Services), a major name in live betting and gaming content, has announced a leadership shake-up to bolster its Competitive Gaming unit. The company has appointed three internal leaders, Peter Camden, Stephen Maguire, and Aaron St Pierre, to head key areas of the esports division as it accelerates its global expansion.

The move marks a strategic step in SIS’s efforts to further develop its esports betting product, which continues to grow in popularity with operators and players alike.

Peter Camden has been named Head of Competitive Gaming Product, overseeing product development and innovation. Stephen Maguire will now lead global operations as Head of Competitive Gaming Operations, managing SIS’s growing network of esports content. Aaron St Pierre has been promoted to Head of Sports Trading, where he’ll be responsible for market pricing and trading integrity.

Together, these three bring years of experience across international markets, including Asia, the Americas, and Europe, and have been credited with helping to scale the company’s esports business to where it is today.

In an official statement, SIS COO Andy Purkiss praised the appointments, saying the trio has been “critical in driving Competitive Gaming’s extensive offering” across the company’s betting network.

“Their leadership, expertise, and passion for the product leave us confident we will unlock even greater value for our partners moving forward, scaling our presence in key markets while setting the industry standard for integrity-led, data-rich betting content,” he added.

SIS’s competitive gaming product offers around-the-clock, short-form betting content, including eBasketball and eSoccer matches. These contests are produced in a controlled studio environment and supervised by referees, which helps ensure fairness and regulatory compliance.

As esports betting becomes increasingly relevant to sportsbook operators, with the soaring popularity of games like VALORANT, League of Legends, and Counter-Strike, SIS’s strategic focus on leadership and operational excellence signals its intent to remain a competitive force in the space.