Rank completes first brand migration onto Stride proprietary platform

Rank Group has successfully migrated Bella Casino onto the Stride proprietary technology platform with more brands set to follow.

Bella Casino was previously powered by Bede Gaming and is the first Rank brand to switch to Stride’s platform following 12 months of integration work.

Proprietary technology was one of the key drivers behind Rank Group’s £115m acquisition of Stride Gaming in October 2019, allowing the operator to reduce supplier costs and be more agile in tweaking products.

The migration has been achieved on schedule and within budget, according to the operator.

“The experience for Bella customers has been near seamless but, behind the scenes, we’ve completed a lot of the heavy lifting that positions us well for the coming months,” Rank Interactive CTO Ian Smith said.

“We’re on track to integrating the Stride and Rank digital businesses and the team are committed to reaping the benefits of the hard work undertaken over the last 12 months.

“They have worked tirelessly and we’re starting to see that hard work delivering for our customers which is really rewarding.

“The transformation of our digital technology is a significant undertaking but with some of our bigger brands including Mecca and Grosvenor rattling down the line, there’s a lot of exciting developments ahead of us,” Smith added.

The Mecca Bingo and Grosvenor Casino brands are Rank’s biggest in the UK, and EGR has learned these brands will migrate onto the Stride platform in 2021.