Three reasons to review your online betting tech stack

by Stuart Whitfield

As CEO at Erlang Solutions, I’ve worked closely with online bookmakers for almost a decade, and have seen the digital marketplace go from SMS bets and WAP sites - remember them! - to sophisticated in-play systems and VR games.

We’ve come a long way, but there is still reason to review your online gambling & betting tech stack. First, punters expect perfection of their digital experiences. Second, strong industry competition gives your dissatisfied customers other options. Last, legacy systems can hamper your innovation and competitiveness in the marketplace.

1. Customers expect more

Today’s players increasingly consume games across multiple channels and devices, day or night. They demand ease-of-use and seamless gameplay. Add to this the fact that they expect personalisation, recommendations, and instant access to their favourite products and games, it’s clear that omnichannel, always-on service delivery will only become more prevalent in future.

This huge leap in sophistication and digital engagement sees today’s bookmakers working to grow their revenues, whilst maintaining the high standards their customers expect in terms of product quality and service availability.

2. High competition

All of this needs to happen whilst navigating the perils of what is essentially still a maturing marketing. Just look at the high barriers to entry, and the current environment of M&As which is seeing competition consolidated in online gambling and betting. To stay on top, bookmakers are innovating fast to win the precious few pockets of growth in the sector and it’s hardly a surprise that operators have developed an unblinking, shark-like focus on the end user.

Every step of the way, user experience comes first. There is a relentless demand for it to be easier and smoother, regardless of backend challenges. This has left the industry in search of the most efficient and effective ways of directing users to their objective, whether it’s registering, playing a game, placing a bet, cashing out that bet or making a deposit. Systems must be ultra-responsive and able to engage with customers when, where, and how they want.

Those who get this ‘right’ in comparison to their competitors enjoy higher customer engagement and retention, and hence profits. And for each operator, this journey to support customer-centricity through the tech stack is slightly different.

3. Legacy systems

Many established operators have legacy systems that are hard to scale or modernise whilst maintaining uptime and quality of customer experience. In our experience, those operators ought to take a step back, review their technology choices and evaluate which of the bewildering range of tech, old and new, can best be deployed in helping them achieve these customer-centric goals.

Using the right tools for the job, regardless of legacy systems, has never been more critical for the sector. We work with some of the major players in online betting, helping them create and deploy next generation systems in Erlang, Elixir, and beyond.

Interested in finding the right tool for your job? (You should be). Learn how to successfully deploy new technology for the long term from Francesco Cesarini and Mike Williams, two Erlang veterans who have introduced to language into numerous industries, including online gambling and betting.

Subscribe to our newsletter for the latest Erlang and Elixir news, or contact us directly for more on how to introduce a new technology to your stack.

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