PUSH TECHNOLOGY
Push Technology
THE BEGINNINGS OF PUSH TECHNOLOGY
Before I jump into the product let me give you some insight into where we started. When we first looked at the gaming space back in 2006, people were just starting to dabble with in-play. This was when Apple introduced its first Smartphone and real-time data was becoming a thing on the Internet. We believed there was a massive opportunity nobody had addresses around data delivery. The main issue the industry faced at the time was that networks were poor and unreliable.
Data efficiency can save operators many headaches, and so a good ‘data wrangler’ is a
necessity, says Push Technology CEO Sean Bowen
We looked at all the technologies in the market and discovered they were not able to solve the delivery challenge. Traditional messaging products seemed the wrong approach. These solutions are like a postman – you hope they will always deliver your message but there are no guarantees.
We actually got inspiration from television operation – the very first frame you get is every pixel, then the next frame isn’t every pixel it’s just the delta because that’s a way more efficient way of delivering video – just send the changes rather than send everything every time. The trouble with messaging was that it was sending all the data all of the time.
We thought if we take the TV approach for our delivery mechanism, we can reduce the number of bytes that are moving – resulting in us delivering 90% less data than everybody else. This transformed the whole gaming market, some of our customers were growing 5% every week. So instead of offering 20 in-pay betting opportunities, they could offer 150 which was way more than everybody else. The approach was unique to us and at the same time it was driving down cost. Put simply, we had developed a transformative platform that enabled our customers to offer way more betting markets than anyone else because of the efficiency of our platform.
THE GROWING DEMAND FOR EVENT- DRIVEN APPLICATIONS
Gaming has been a great market for us to really perfect our product, and it’s helped us enter other markets such as financial services. It’s interesting because our finance customers will never give us a reference. They don’t want to publicly discuss their internal systems or give other banks a competitive advantage, but the gaming companies have been great because they speak our technology value. It’s really a great market to be part of with some real characters.
However, our product proposition was way too early. So for a number of years we had to keep the lights on until the time was right and the industry caught up which is exactly what’s happening now. Today the world has completely changed and its very much event-driven and we can thank products like Apache that have come along and new UIs that are all event-driven. Companies everywhere are moving to event-driven architectures and wanting to steam data in real time, so it’s not just eGaming and finance that we now get pulled into.
6 DECEMBER 2021 GIO
kentoh/Adobe Stock
KEY AREAS OF PRODUCT FOCUS Let’s start with integration. One of the most common
complaints is that companies can’t find the feeds and when they do find them, they are a nightmare to integrate into platforms. Therefore, we have built a gateway with an array of pre-built adaptors. It also has a framework which enables the customer to build their own adaptors quickly and easily. Those adaptors run inside our platform so you can stop and start them to evaluate how they are performing. You don’t have to code, it’s all built for you out-of-the-box. In addition, our adaptors can support any kind of data which is key. You don’t have to write a load of integrations into our platform. We frequently say to our customers, especially start-ups, “look don’t worry about building the integration, we’ll do it for you.”
DATA WRANGLING
Data wrangling is our crown jewel. Quite often the data feeds which are being integrated into Sportsbooks are not in a format which is conducive to streaming to their customers. We give them the ability from a low code environment, with simple syntax language, to bring in different structures of data and filter, transform, wrangle, merge – all different types of transformation techniques, while it’s in-flight and moving in real time. For customers, it is easy to import data, restructure it, merge it with other data and create structures which enable them to stream to client applications. This process makes building apps so much easier,
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