Mr Green to develop single platform to hone multi-brand strategy
Operator aims to cut future acquisition costs by building a common middle-ware and front-end platform for all brands
Mr Green is planning to develop a singular middle-ware and front-end platform to help smooth the integration process of new brands added to its portfolio.
The integration strategy will aim to boost efficiency during migration and cut acquisition costs by using one set of suppliers across all brands.
CEO of the operator’s technology arm, Mattias Wedar, said the operator was exploring the most cost effective way to integrate the recent acquisition of Evoke Gaming.
“It might be more cost efficient to let Mr Green and Redbet run on their individual set-ups for quite some time, but with larger acquisitions it doesn’t make sense to have two infrastructure providers as well as two front-ends and back-ends,” Weder said.
“Redbet has a different online architecture [to Mr Green] and to drive long-term profitability the idea is to integrate and build one common platform.”
At present Mr Green’s casino site is based on the NYX platform, while its sportsbook is powered by Kambi.
However, Evoke’s casino brands use a different version of NYX and its Redbet sportsbook is powered by SBTech.
Mr Green operational CEO, Jesper Karrbrink, said the operator should not be working with multiple suppliers for the same kind of basic functionality.