Rank developed the digital platform following its £115.3m ($124.8m/€129.5m) acquisition of online casino and bingo operator, Stride Gaming, in 2019.
The business said a key feature enabled by the platform migration would be increased cross-channel integration for both land-based and online consumers through a single wallet and account for each customer. Other new features will include product initiatives across its sports and slots verticals, an improved jackpot offering, a revamp of its suite of free-to-play games and an upgrade to Rank’s live casino and bingo offerings.
The business added that personalisation would be a key aspect of the new platform.
Rank Interactive managing director Jon Martin said: “The migration onto our proprietary platform marks a significant landmark on our journey towards delivering a seamless cross channel experience for our customers.
“It was a huge piece of work requiring over 400 team members working across five continents, and I am delighted that the team were able to complete it on time and without inconveniencing our customers,” he said. “It brings to an end our timetable of group-wide migrations onto the Stride platforms which now, in turn, frees up valuable capacity to deliver a host of innovative customer-oriented improvements.
“We are excited about the capabilities that the migration will unlock and the material improvements which our customers will now start to enjoy.”
In Rank’s Q2 financial report, the company outlined the growth its digital operations had experienced in the previous years – receiving £183.3m in revenue in the 12 months leading to 30 June compared to £144m in 2019.
This represents a 27% increase from the pre-pandemic period.
Rank CEO John O’Reilly indicated the company’s increased digital strategy in the report: “Performance in our digital business continues to improve against a difficult market backdrop. The transfer of the Rank brands to our proprietary technology platform is supporting revenue growth and a strong improvement to operating margins which we expect to accelerate with the migration of the Grosvenor brand in the coming weeks.”