An intro to Sky Betting & Gaming
Sky Betting & Gaming is a leading tech and digital company that has grown rapidly by understanding and delivering what players want. Comprising five brands – Sky Bet, Sky Vegas, Sky Bingo, Sky Casino, and Sky Poker – it has strong ties to Sky, particularly through Sky Sports. As part of Flutter UK & Ireland, which operates trusted brands like Paddy Power and Betfair, Sky Betting & Gaming embraces a philosophy of ‘Together We Are More’. With over 7,000 colleagues, they create an expert community spanning technology, product, data, marketing, and more.
The Challenge
Sky Betting & Gaming, a leader in sports betting innovation, initiated an ambitious project to transform their football trading engine. They envisioned a next-generation platform that would incorporate sophisticated in-house pricing models, enhanced risk management capabilities, and expanded sports data feeds – all while delivering an even more compelling customer experience.
The Solution
Through close collaboration with Sky Betting & Gaming’s teams, we delivered a high-performance, low-latency solution that deeply integrated with their technical estate. Our approach centred on building a native serverless architecture on AWS, complemented by modern React frontends and Kotlin-based services.
The delivery model combined seamlessly integrated engineers within existing squads and focused pop-up teams for specific capabilities. This flexible approach allowed us to maintain momentum while sharing knowledge and best practices throughout the engagement. We established robust development practices, including shift-left testing and automated deployment pipelines, ensuring consistent quality across all deliverables.
Our teams worked side-by-side with Sky Betting & Gaming’s developers, sharing deep AWS expertise and collaborating on architectural decisions. This close partnership enhanced internal capabilities while accelerating the delivery of new features.
The Results
Enhanced
risk management
High-performing
low-latent solutions
Immersive
product offerings
The Impact
The transformation delivered remarkable results across the platform. Multiple successful releases progressively enhanced the trading engine’s capabilities, with each phase bringing new features and performance improvements.
Traders particularly praised the platform’s enhanced usability and automation features, which enabled them to manage multiple events simultaneously with greater confidence. The sophisticated risk alerting system provided unprecedented visibility and control over trading positions.
The new platform’s improved pricing models and innovative handling of both pre-match and in-play events significantly enhanced profitability. Most importantly, these technical improvements translated directly into a more immersive and engaging product for Sky Betting & Gaming’s customers.
This successful partnership demonstrated how cutting-edge technology, coupled with deep industry expertise, can transform core business operations while enhancing the end-user experience.
