Software Mind: Why localisation, not scale, is the true currency of global igaming success

For ambitious operators of all sizes, it may be tempting to consider the unrelenting growth of international sports betting and igaming as an unmissable opportunity to drive ever-increasing revenues unimpeded.

Projections point to a double digit compound annual growth rate globally – while in some countries, expectations are even higher. 

However, for operators to secure even a fraction of a sector that is already worth hundreds of millions of dollars worldwide, a local focus is required within a global landscape. That is a big challenge for many operators that have experienced growing pains. 

Operating across multiple states, continents, laws and cultures is a serious task for any igaming or betting company seeking to broaden beyond its domestic market. 

Given this, the opportunity to tap into the experience of a technological partner that has specific market-by-market expertise to support the launch and ongoing development of brands in numerous jurisdictions across the world is highly compelling. 

Staking its claim

In this context, sports betting and igaming software provider Software Mind is increasingly staking its claim. 

Having launched as a boutique Polish software house in 1999, the enterprise has undergone a huge transformation over the past quarter of a century into a global software development and consultancy with clients in more than 35 countries spanning Europe, the US and Latin America. 

Local leadership plays a crucial role in navigating local cultures, while regional executives are part of the company’s management board and lead sales, internal and software delivery units. This approach means Software Mind can support clients worldwide through an adaptable team.  

Furthermore, and crucially, betting is not only in their outstanding portfolio for they work across sectors as diverse as media and entertainment, financial services, telecommunications, biotech, manufacturing, courier and real estate. For Software Mind, betting has emerged as one of the company’s key verticals since the late 2010s. 

Veikkaus partnership

Building on previous projects for the likes of Sporting Index and BetEast, Software Mind won a tender last year to provide application management support and product development services for Veikkaus Oy, the Finnish government-owned betting operator. 

About 40 Software Mind team members are currently supporting the partnership by utilising emerging technologies to deliver customised betting solutions through a range of integrations. 

For the supplier, the collaboration with a high-profile name like Veikkaus provides a major opportunity to support a renowned betting monopoly that is preparing for the challenge of market liberalisation in Finland in less than 18 months’ time. 

Indeed, Veikkaus is in the midst of a major technological upgrade, with new PAM and CRM platform integrations, apps and website front-ends all set to accompany a new betting platform. 

“For us, the target is to grow with them and basically ensure people from our side can help them with day-to-day operations so they can reach their goals,” says Alexandru Oana, Software Mind’s software delivery director. 

The Veikkaus partnership gives Software Mind an opportunity to attract new clients, as emerging platforms battle alongside established operators for new market share.  

“The industry is growing year-on-year and moving in the right direction, and a lot of people are trying to launch new platforms in different regions, including Latin America, with everyone fighting to be first in the market,” Oana adds. 

Scalable support 

Such ambitions require scalable tech support. 

Software Mind creates customisable software as well as supporting tailored product development. The company can also provide real-time data so that operators can analyse player behaviours and needs through stable and secure technology platforms. 

In the broader gambling space, the enterprise offers casino game software integration and land-based gaming solutions, as well as casino player management – from payment processing and fraud processing to compliance control. 

The company sees growth opportunities throughout the world. 

Whilst acknowledging that working across multiple time zones can be a challenge, Oana is also quick to highlight the benefits, including round-the-clock support for operators and the opportunity to leverage product development expertise across multiple regions. 

Software Mind’s AI focus

Within Software Mind’s product development scope is a growing focus on artificial intelligence. 

Software Mind has extensive experience in developing AI projects across various industries, and in betting, the opportunity to utilise the technology to drive personalisation, provide customer support, detect fraud and promote responsible gambling practices is increasingly important.  

Additionally, Oana outlines the power of leveraging AI to enhance the overall user experience by, for example, delivering tailored customer-facing offers through a new recommendation engine. 

“The standard in the future will be to use AI more and more – and it can help with processing bets, liabilities and all kinds of trading tools,” Oana says, before highlighting how the technology can help to write “faster and cleaner code” that is easier to review. 

“We are using AI with different clients, and we have been showing them the benefits and the increased productivity.” 

On this point, Software Mind is investing considerable sums in AI and data engineering to stay ahead of the curve, with operators acknowledging the importance of data-driven decision-making more than ever.  

Beyond AI, Oana explains how sustainable success depends on a scalable and secure technology infrastructure capable of supporting innovations such as live streaming, blockchain and even virtual reality.  

Emerging trends

Strategic partnerships and continuous monitoring of emerging trends are vital for staying competitive, says Oana, who adds that the industry needs to work harder on player trust and welfare, with a need for better-automated tools and features that promote responsible gambling. 

In addition, from a user’s perspective, Oana believes that the sector can do more to provide truly localised content that is tailored to diverse cultural preferences and languages. It is Software Mind’s belief that its in-house specialists and state-of-the-art technology can help operators to navigate such challenges, against the backdrop of the complex and ever-changing regulatory landscapes worldwide. 

“To date, Software Mind has completed over 2,000 projects, with more than 1,600 employees working across a portfolio of over 350 clients worldwide.”

“To date, Software Mind has completed over 2,000 projects, with more than 1,600 employees working across a portfolio of over 350 clients worldwide, including in the igaming and sports betting space.” 

However, further growth is on the horizon through fruitful partnerships. 

Collaborations

In addition to working with the likes of Veikkaus, Software Mind is determined to demonstrate its industry expertise by collaborating with consultants like casino gaming industry provider CyberTeam Solutions to develop products that address common challenges faced by operators.  

These hurdles, Oana says, include enhancing security and retaining customers on their platforms through loyalty programmes.  

Meanwhile, other partnerships and products are in the pipeline for Software Mind. 

“In our future plans, we aim to expand into new markets,” Oana says. “We are currently focusing on North America and Western Europe, while analysing expansion opportunities in the Asia-Pacific region.” 

For both Oana and Software Mind, there is plenty of reason to be optimistic about the future. 

“Over the next five years, I would like to see our betting business unit double in size.

“We are reliable, we are trusted, and we haven’t failed yet with any of our projects. We are always first in the market when it comes to timelines, and we always respect the agreed deadlines with our clients. 

“We want to grow, embark on new projects and attract new clients. We want more people to hear about our brand and our experience in the industry.”