Online gambling operator LeoVegas Group has completed the migration of 12 Rocket X brands to its proprietary technical platform as part of an effort to improve customer experience and create a more efficient business.
Brands including 21.co.uk, Bet UK and Pink Casino were part of the process, with all LeoVegas brands in the UK now running on the group’s technology platform.
LeoVegas first announced the migration in January this year, saying that bringing over the brands from the Bede Gaming – where they had been operating under a deal agreed in April 2018 – would save around €2m (£1.8m/$2.2m) through economies of scale.
The operator said that switch from a third-party provider means it will have full control over all technology and that this would reduce the complexity of daily operations.
“This is a milestone for the entire group, but above all for our technology organisation and all of our employees who work in the UK market,” LeoVegas group chief executive Gustaf Hagman said.
“I am incredibly impressed by how the migration was carried out in a short time and during a period and situation in which our people are working from home. It shows that our culture of empowered and determined employees is a competitive advantage.
“The migration to our own platform makes us even more scalable, and our brands in the UK will now be able to benefit from all of the innovation that is developed on our platform. Such an example is our recommendation engine, which is a success for the LeoVegas brand.”
UK customers will be offered a better customer experience following the move, Hagman added, as well as a wider range of games, an increased set of payment options and a faster site and app.