Enlabs eyes B2B arena with BetX international rollout
Baltics-focused operator hails creation of “hugely scalable business” as all brands transition to proprietary tech platform
Enlabs has completed the migration of its Estonian-facing Optibet brand onto the firm’s new proprietary technology platform.
The migration, which completed earlier this month, is the last Enlabs brand to transition to the tech stack, with all Enlabs brands now being managed in-house.
It follows the successful migration of the Latvian Optibet site to the new platform, a move which the firm said was “well appreciated” by Latvian players and had led to a noticeable increase in activity on the site.
The proprietary platform brings services including customer account management, content and payment integrations, marketing, reporting and responsible gambling tools under one roof for the first time.
It is understood the process to migrate all Enlabs brands to the new platform took four years to complete.
CEO George Ustinov said the move had created a “highly scalable business” going forward into 2021.
“Having stepped away from the old tech it allowed us to optimise and repurpose up to 20% of the development team towards new projects,” Ustinov explained.
Enlabs’ current main technology-based development project is centred on a wholesale revamp of its BetX proprietary sportsbook platform as part of a wider focus on international expansion.
“Sports products and betting are two areas where we see really big opportunities for Enlabs to grow in the coming quarters,” the Enlabs CEO explained.
“As part of the BetX development project, Enlabs sportsbook will offer more betting markets, more concurrent live events with better, more localised, risk management tools.
“BetX will also become a B2B-ready product with highly customisable user interface functionality,” he added.
In the group’s Q4 2020 results, Enlabs revealed an 82% rise in revenue as well as its intention to explicitly target markets in the Nordics and Baltics.