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A platform for a modern world

Colin Cole-Johnson - director of digital and cross-channel services

New digital platform

One of the key strategic initiatives which has come to fruition this year has been the move to a new digital platform, provided by Bede Gaming.

The previous digital platform had been around since 2004 and was originally developed for sports betting. As our online business in Mecca and Grosvenor Casinos grew, it became increasingly clear that our current platform was no longer fit for purpose. It was slow and complex and expensive to make changes or add new content. It had very limited bonusing capability and the quality of analytics and customer relationship management (CRM) was not at the level we needed to compete or to support our vision of multi-channel gaming.

Before deciding upon Bede Gaming as our chosen partner, we carried out a rigorous assessment process. Bede Gaming offered us rapid progress, modern technical architecture, and a platform that would differentiate us from our competitors.

The new platform went live at the end of February 2016. Despite some initial teething problems, customers are already seeing the benefits. These include better bonusing, cashier improvements, including PayPal for mobile, and new content for casino, slots, poker and sports. For our Spanish business, Enracha, we have developed a .es platform conforming to the regulations in this market – a first for Bede Gaming and completed in time to support our licensing deadlines.

Key for 2016/17 will be maximising the benefits from our new platform. For example in the first half of the year we are working with Net Entertainment and NYX to broaden our slot game offering and will also be introducing free spin bonus functionality and reverse withdrawal features. Another key focus area will be to work with our suppliers to develop content that is bespoke to Rank.

We will continue to refine the platform and are currently working on the introduction of Monetate – our multivariant testing solution – along with further website development which will enable us to support additional brands and introduce features such as personalisation and optimisation. The development of our marketing campaign engine will also enable us to support the automation of multiple operational activities including everything from bonusing to VIP alerts.