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SPORTS BETTING ATLAS IAC
Atlas IAC: Te power behind the sportsbook throne
GVC and DraftKings, amongst many others, have openly praised the benefits of ‘owning their own technology’. However, what does this actually means in a specific sportsbook instance?
We've heard plenty before about the benefits of owning technology, but is the reality that the tech backends of operators are hugely complicated and reliant on partners at various levels?
Oliver Niner, Commerical Director, Atlas IAC
G3 enlisted the insight of Oliver Niner, Commercial Director at Atlas IAC, to ask how viable this proprietary goal is in the current supplier landscape and whether that which operators aren’t saying about their supply lines is crucial to understanding the B2B architecture?
P76 NEWSWIRE / INTERACTIVE / MARKET DATA
Long story short: yes. Worthwhile backends are invariably sophisticated or complex. Tat’s why we keep their wiring out of sight and under the hood! Of course, complexity can create its own inherent challenges, but it’s also a harsh reality that many operators have overcomplicated backend matters unnecessarily.
Sometimes this is because they take on integrations and other tasks, which they assume will be straightforward, without fully understanding the backend technological requirements. It’s certainly a scary time to be stuck on a legacy platform where the road to redemption looks long and costly.
Even the eventual success stories, such as the merger of Paddy Power and Betfair (both of which ran off OpenBet), was fraught with issues trying to maintain core services for each brand’s client-base while operating from two platforms that didn’t always speak to each other.
Ultimately, the question any operator thinking about doing it themselves needs to ask is: am I a true technologist? If not, it’s better to outsource your plans to the real pros. It’s inevitable that agile, automated tech will take over from heavy, expensive legacy platforms - despite the entrenched relationships that the gaming sector holds in the latter regard. It’s akin to the world getting of oil. Tere are understandable reasons for staying on it. Trouble is, they’re all bad, outdated and will doubtless scupper your long- term future.
I liken it to a film director hiring the best actors, but forgetting to write a coherent script. Even the finest improv or innovation skills (whether they come from the operator, supplier or broader ecommerce) can’t rescue a dud screenplay, bereft of plot or planning. Which is why we’ve gone to such great lengths at Atlas IAC to create inherently brilliant tech, built on hard-won experience and astute recruitment of the finest minds in the business.
Just take our group leader who has worked on no fewer than 13 platforms in his time. Applying those learnings – from both positive and challenging journeys – gives our team a
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