Rank targets CRM boost with Bede platform deal
Deal sees Rank switch from OpenBet as core platform provider and gives operator option to acquire equity stake Bede Gaming
Rank Interactive will seize greater control over its core digital platform through a deal with supplier Bede Gaming in a move which will see a significant boost to player retention, according to the firm’s CEO Henry Birch (pictured).
The operator announced the deal in this morning’s H1 report and said the new platform will not only increase flexibility and speed in integrating third party content but also improve CRM and analytics capability.
Birch told eGR the deal will see Rank drop OpenBet as its core platform supplier however the latter will continue to be a key content provider, as well as providing its remote gaming server for certain game integrations.
He said it will not affect Rank’s other existing platform suppliers including Playtech’s Virtue Fusion, with Bede’s platform complementing others via a central bonusing and loyalty system.
“In effect what we’re doing is changing the core platform that everything plugs into, and really the reason for changing is to have a flexible platform into which we can plug external content and functionality,” Birch told eGR.
Rank also announced it has the option to make an equity investment in Bede Gaming via a convertible loan.
“We chose Bede on product platform merit, but an additional benefit from our point of view was we could participate in any upside that comes about from Bede’s growth and success,” Birch said.
“It also gives us a bit more visibility from the supplier side as having any stake gives you rights and visibility into the company. I think it ended up being a further compelling reason to want to work with Bede.”
Founded by egaming veterans Joe Saumarez Smith, Dan Smyth, Michael Brady, Bede Gaming will provide its open platform featuring content from the likes of IGT, Bally, Evolution Live Gaming, Microgaming Quickfire, Playtech and Realistic Games.
Bede Gaming’s deal with Rank will see seven new content providers integrated into the platform as well as eight other integrations in the coming months, a spokesperson for the supplier said.
“We are delighted to be working with Rank and we think we can both grow rapidly on the back of this deal,” Michael Brady, commercial director of Bede Gaming, said.
“We share the view that good technology will transform both the online and land based business and we think we can deliver a highly differentiated product to Rank that will further enhance their position in the extremely competitive UK market.”
Bede Gaming is based in Newcastle-upon-Tyne with offices in London and Sofia. Its platform currently handles £50m of wagers per month for clients including BetUK.com, 21.co.uk, Bingo Stars, Bingo Godz, Crown Bingo, and Svenska Casino.