Pulse
SPORTSBOOK APPS PUSH TECHNOLOGY
event visualisation, reliable cash out, and in- the-moment promotional offers – all in order to provide a hyper-personalised and engaging customer experience.
Push Technology is a pioneer in real time data handling with its purpose-built Diffusion Intelligent Event-Data Platform. Over the last 15 years we have acted as a strategic partner with our platform serving companies worldwide and across industries. In the gaming sector, our customers include Caesars (one of the big five gaming companies currently listed on the S&P 500), William Hill, Microgaming, Sportingbet, Oddschecker, Betsson and others. Serving our blue-chip customer base, Diffusion powers over $15bn bets per year. Tis gives us a unique and experienced view into how to solve the event-data processing challenges that sports betting and gaming organisations face.
EVENT STREAM PROCESSING
Event stream processing sits at the heart of a sportsbook and indeed all iGaming applications. In event stream processing, all desired streams - data sources and feeds - are consumed, normalised, and enriched as required with contextual data by applying real- time business logic and rules or machine learning to trigger actions and distribute the data.
Event stream processing works by parsing data streams from sources that continuously generate data, into individual data points or events. Te majority of event data is born as continuous streams: bets, financial trades, and so on – each stream comprising as a series of individual events over time. Te high value of event stream processing is that it can manage massive data volumes from multiple sources in real time, which is why it is ideal for sportsbook applications.
Many of the prominent sports betting companies took advantage of the business hiatus caused by the pandemic, to accelerate their digital transformation initiatives, in preparation for the reopening of sporting events. While in-house development teams are expert in their business logic; often, they are not expert in in the consumption, enrichment and delivery of real time data. Terefore, they face numerous challenges, which need to be solved…
INDUSTRY CHALLENGES
Sportsbook operators typically face three major challenges:
Development Agility: Due to the competitive nature of the industry, there is a constant need to innovate, add new offerings, and maintain and grow the customer base. Agility of development speeds time-to-market. Gaming
P126 WIRE / PULSE / INSIGHT / REPORTS
companies are constantly under pressure to quickly build and launch new features to stay ahead on the competitive curve.
Development timelines to produce new offerings are generally dictated by small time windows between major sporting events. Tat is where low-code platforms step in as gaming companies don't want to develop custom code, they want to deploy out-of-the-box solutions quickly and efficiently.
Performance: As the title of this article says, microseconds matter. For sportsbooks matching more bets, offering in-play betting, in-the- moment promotions, etc. are critical for increased customer engagement and revenue growth. Speed, reliability, and resilience are crucial factors that drive performance.
Data transformation and enrichment of the raw data streams must be done on-the-fly and optimised for hyper-personalised data delivery to customers. It is widely recognised that event data wrangling can be the most challenging and time-intensive aspect of application development because in-depth knowledge in this area is not often part of the in-house team’s expertise. We are seeing many companies seeking intelligent data platforms which unburden development teams and help speed applications to market.
Infrastructure and Operations: Operational costs are always a focus for gaming organisations and indeed all companies. To reduce costs there is need for platform intelligence which can reduce operational complexity and cost, manage increased scale of real-time data delivery to meet market demands, and assure data access control and security.
In last year’s Super Bowl, four of the biggest sportsbook providers had outages. Tey did not have a data platform that could manage load with ease and remain stable during peak events.
Te keys to success are having a platform that can easily and reliably scale up and down as required and also deliver data with optimal efficiency using delta data processes and compression algorithms to reduce bandwidth usage. Tis is what an intelligent event-data platform provides thereby reducing both CapEx and OpEx requirements.
The keys to success are having a platform that can easily and reliably scale up and down as required and also deliver data with optimal efficiency using delta data processes and compression algorithms to reduce bandwidth usage. This is what an intelligent event-data platform provides thereby reducing both CapEx and OpEx requirements.
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