‘Bella Casino’ has been migrated to its proprietary operating platform by Rank Group Plc, thereby completing the first stage of technology integration of its acquired Stride Gaming properties.
The LSE gambling group underlined progress on the main technology directive to combine the multi-brand UK online casino and bingo portfolio of Stride Gaming with its proprietary systems to broaden its business unit ‘Rank Interactive.’
Rank officially completed its £ 115 million acquisition of London AIM-listed Stride Gaming at the end of 2019 by acquiring Stride’s fast-growing challenger brands including Aspers Casino, Kitty Bingo, Lucky VIP, Bingo Extra, Regal Wins and Spin-&-Win to boost its UK igaming presence.
Rank leadership has identified the integration of Stride brands into the proprietary platform of Rank Interactive as a key project that will enable the company to pursue “a leaner, more agile approach to product development, with the ability to respond more swiftly to market and regulatory changes.”
In addition, John O’Reilly, Group CEO, outlined the primary benefits of an expanded brand portfolio, helping Rank Interactive secure cost synergies and strengthening its international growth strategy with its B2C/B2B foundations.
Bella Casino is the first property in Stride to move to Rank Interactive systems from its current Bede platform, but others are soon to follow.
Ian Smith, Chief Technology Officer of Rank Interactive, has led the platform migration project. He said: “We’re delighted to have achieved what we set out to do last year, on time and on budget, and we are very proud to have successfully delivered the migration of the Bella Casino brand in line with our acquisition plan,” he said.
“Our customers will now benefit from a constantly changing and exciting proposition that is underwritten by a thorough safer gambling experience and lends itself to enhanced customer experience and personalisation.
“The transformation of our digital technology is a significant undertaking but with some of our bigger brands including Mecca and Grosvenor rattling down the line, there’s a lot of exciting developments ahead of us.”