Sportech Online Betting Platform

Sportech PLC – A world leader in the betting industry

Sportech PLC is a world leader in the betting industry from the United States. Their main strategy is to invest in a continuous evolution of the offered services, including their digital betting platform. Starting from production of mechanical machines in the early 20th century that were able to accurately tabulate race odds, so-called “totalisators“, through computerized totalisator systems to online betting platform integrated with other services provided, Sportech follows a vision to be a key player in the betting industry.

Digital services and unique user experience are their keys to success. Sportech provides technology and service solutions for gaming companies, sports teams, charitable foundations and lotteries. Collaboration with CrustLab was initiated by Scott Watterson, Director of Digital Development in Sportech PLC.

Sportech PLC online betting platform principal challenges

The main challenge of this project was the creation of the next generation of the betting system. CrustLab created a new version of web and mobile applications, changing the system’s backend architecture and technology stack. The previous version of the betting platform due to the huge technological debt and obsolete design of UX and UI did not achieve satisfactory performance and it barely attracted new users. The online betting app needed a refresh to change it. Unfortunately, due to the debt, adding new functionalities seemed to be time-consuming and very expensive.

The best solution was to take a step back, rewrite the application code, and run a refreshed version of the online betting platform, richer in a number of new functionalities, as well as flexible enough to add new features in a quick and cheap way. The new design was intended not only to improve user experience and performance of the applications but also to position the company as a technological leader in the world of horse racing betting.

After about a year of cooperation and completion of the first part of our contract, a lot of new challenges appeared. Both iOS and Android apps had to be rewritten to adjust to the latest UI/UX patterns and new API. So we decided to create native solutions for both platforms.

How CrustLab helped Sportech PLC build an online betting platform

Sportech PLC asked CrustLab to create the next generation of their offered Web UI. After checking the system we decided to rewrite the backend part of it and apply newer, performant solutions. We have redesigned the database architecture and redefined user experience as well. We also added new functionalities, including new payment methods, new bet types, improvements to an embedded wallet, an extensive system reporting (analytical tools for Sportech and stats of wins and loss for the end customer) and notifications to protect users against gambling addiction in accordance with the responsible gambling initiative. Later on, we also created a new version of the offered mobile application, reusing the backend we created.

The functionalities used in the web version of the platform have been completely transferred to both native mobile applications, which ensured their highest possible performance. But then we expanded the mobile apps with the function of direct connection with terminals by using QR codes, the ability to manage payments, a dedicated admin panel, any modification of the output screen, custom screen and user experience for each of Sportech’s clients, and finally new monetization channels through the ability to display advertising banners.

We created a dedicated admin panel that allows Sportech’s customers to apply any modification of the login screen of the app, making their brands unique, despite the fact that all the clients use exactly the same application connected to the created SaaS platform.

Custom advertising banners displayed at various places in the app offered a new monetization channel, everything managed from one, common administration panel.

Results

We created a flexible betting platform. Sportech PLC is now able to freely develop and tune functionalities, layout, or features based on the specific demands of their clients. Despite the fact that the application was created with the US market in mind, it is also adapted to other locations, e.g. Scandinavia.

The changes had a huge impact on the application’s performance. The most important result which is worth noting: 0 faults in production during the Triple Crown racing series mean session time increased from 16 to 24 minutes, and the number of weekly sessions per 1 user increased by 241% since system first deployment, the meantime needed to place a bet on mobile reduced by 40%.

The newly created mobile applications were very warmly received by the available reviewers. Simplified betting experience, custom odds preview, a configurable preview of active runners, and available bet types made the app unique and user friendly.