Picking the right platform can level the playing field, writes Mark Woollard, business development director at Pragmatic Solutions. In today’s hyper-discerning gaming markets, a small but scalable, adaptable and fully-functioning platform, can run rings round the industry’s legacy leviathans.
Operators have always had three mandatory requirements: reliability, scalability and functionality. They want to spend as little time as possible in a back-office system – therefore simplicity is vital. Simplicity doesn’t mean that the back office can’t handle multiple commands at once; instead it means that operators can quickly set up campaigns without spending hours configuring a messy system.
In 2019, these requirements are still necessary when looking for a core platform, however, there needs to be vastly more on offer. The market is significantly more competitive today, with traditional bingo operators offering verticals such as Sports and Live Dealer, and the large UK sportsbooks needing to offer customers the type of marketing campaigns that we see from casino-focused Scandinavian operators. These operators also want to offer the latest content from the best suppliers in the market and require a platform that can manage all of this, without substantial business costs.
Firstly, platforms need to be able to exist in a world where concurrent bets can be handled with the minimum risk of downtime, which can be extremely costly both in terms of revenue and loss of players.
Secondly, platforms need to scale when the operators’ business does, with many operators being left in a position where they are scaling too quickly for their technology. This is an unfavorable situation for both parties and a costly one to repair.
Thirdly, platforms need to have the core functionality to integrate new suppliers and new technology – two core functions that have caused a lot of difficulties for operators in the past. Many operators have tried to build their own proprietary platforms, with varying degrees of success. Some groups, like GVC, made the choice to integrate all of their new acquisitions onto one platform solution, allowing for greater business synergies. In order to accomplish this, they needed an extremely robust core technology platform.
Stepping up… “Smaller platforms can offer a solution that is both adaptable and scalable – we won’t put our clients in a never-ending queue waiting for their needs to be met. This makes us a more than satisfactory option for clients that need to be able to react quickly – something that older legacy platforms aren’t always able to deliver.”
We, at Pragmatic Solutions, allow our operators to choose the tools they want, and how they want their system configured. This allows them optimum control and gives them the opportunity to work with a system they like. In this way, we partner with them right from the start to deliver a product uniquely designed to meet their specific needs.
Pragmatic Solutions was founded by the same team who built the Party Gaming platform – now GVC’S core platform. Given that we had a keen understanding of the iGaming platform market right from our launch, we made the decision to build a platform with all of the above mentioned key metrics in mind. The result is a reliable and scalable platform with all the functionality needed to integrate new technologies and suppliers quickly and cost-effectively. To date we have over 25 casino suppliers at Pragmatic, and counting, including the likes of Pragmatic Play, NYX, Yggdrasil and Evolution, and can quickly integrate new suppliers on operator request.
We are constantly developing our technology to integrate with the ever-changing advances in mobile functionality – a move that we believe is key to staying competitive in the marketplace.
As long as the platform technology is built correctly, it is possible for a smaller-scale platform provider to compete against the industry’s major players. Historically, the major players whose platforms were built many years ago today have issues when it comes to market adaptability. As mentioned, platforms need to be able to adapt to operators’ needs which are driven by what players want. In our experience, players are not very patient and will change operators very quickly if what they’re looking for isn’t delivered.
Smaller platforms can offer a solution that is both adaptable and scalable – we won’t put our clients in a never-ending queue waiting for their needs to be met. This makes us a more than satisfactory option for clients that need to be able to react quickly – something that older legacy platforms aren’t always able to deliver.
We are constantly developing our product as we base our roadmap on the client’s own way forward – meaning that if they ever need something with the utmost urgency, we’ll always be able to meet their deadline in time. In this way we’re very flexible – we listen to our clients’ requirements and design the product to suit their needs.