The Rank migrates online brands to a new platform

The Rank migrates online brands to a new platform

Summary:

Following its acquisition of online casino and bingo operator, Stride Gaming, Rank Interactive has launched a new digital platform. The platform migration would increase cross-channel integration for both land-based and online consumers through a single wallet and account for each customer, according to the company. Product initiatives will be included in its sports and slots vertical.

The acquisition of online casino and bingo operator, Stride Gaming, resulted in Rank developing a digital platform.

The platform migration will allow for increased cross-channel integration for both land-based and online consumers through a single wallet and account for each customer, according to the business. An upgrade to Rank’s live casino and bingo offerings is one of the new features that will include product initiatives across its sports and slots vertical.

personalisation would be a key aspect of the new platform, according to the business.

Jon Martin, managing director of Rank Interactive, said that the migration onto their proprietary platform marks a significant landmark in their journey towards delivering a seamless cross channel experience for their customers.

It was a massive project that required over 400 team members working across five countries, and I am thrilled that the team was able to finish it on schedule and without disrupting our consumers. It concludes our timetable for group-wide migrations to the Stride platforms, freeing up important capacity to offer a slew of creative customer-focused upgrades.

The capabilities that the migration willunlock and the material improvements which our customers will now enjoy are what we are excited about.

There is a digital focus

In Rank’s Q2 financial report, the company outlined the growth its digital operations had experienced in the previous years – receiving £183.3m in revenue in the 12 months leading to 30 June compared to £144m in 2019.

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There was a 27% increase from the pre-pandemic period.

John O’Reilly stated in the report that the company’s performance in its digital business continues to improve against a difficult market backdrop. The transfer of the Rank brands to our proprietary technology platform is supporting revenue growth and a strong improvement to operating margins, which we expect to accelerate with the migration of the Grosvenor brand in the coming weeks.