Tom Walton, Director at technology consultancy, Burendo, shares how operators can achieve sustainable profitability with learnings from other sectors

Operators who are merging and acquiring other businesses, launching new products or even integrating third-party technologies, can find themselves navigating complex internal processes. It is a complex large-scale challenge. Where M&As are commonplace, brand consolidation can be critical when securing sustainable profitability while planning for higher returns in the future. Within the emerging LatAm and US markets, acquisition remains a key focus. A common issue, regardless of geography, is the challenges presented by outdated or fragmented platforms and systems, a major obstacle in the growth trajectory.

In many cases, fundamental changes in how the organisation functions: its people, processes and technology holds the key to better value, higher profits, operational efficiency and reduced risk. By addressing these complexities with proven experience, technology consultants can support operators to be successful in their strategic initiatives.

Agility in competitive markets

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To remain competitive in an ever-changing market, operators must move fast and with agility to refine their offering. A constant eye on retention, acquisition and regulatory changes is paramount to avoid financial impact. Despite this risk, research conducted by Accenture in 2022 found that 95% of B2B and B2C C-level executives believe their customers are changing faster than they can change their business, indicating most operators risk falling behind. This poses the question of how this can be supported.

The value of technology consultancies is in enabling businesses to extract greater value from existing resources through a confident understanding of what good looks like. Bringing external ideas gathered through experience, exemplary resources from process to people, can demonstrate what good looks like. More importantly, it shortens the timeline to achieving real goals in the organisation. Being under resourced or lacking the skills needed across these challenges makes it difficult to gain an overarching perspective particularly within a siloed approach.

At Burendo, we leverage more than 40 years of cross-sector experience. We are not only working with some of the biggest operators in betting and gaming, but partner with other highly regulated industries including finance and healthcare. We have helped operators across many initiatives helping them to realise cost savings or increased revenue in a matter of weeks. We pride ourselves in ensuring we leave a lasting positive impact on the culture, enabling our partners to be empowered to carry on our work.

The retention battle

Many operators are too busy with day-to-day tasks or overwhelmed with where to start when it comes to transformation and building a cutting-edge user experience. An example of the gap between capacity and demand is the rising popularity of in-play betting. During live sports, the speed in which players can find and place their bet is critical. Here, streamlined processes that allow for quick innovation will correlate with customer satisfaction, resulting in higher retention rates.

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A fresh perspective for lasting change

A successful approach to optimisation requires taking the challenge and viewing it from an experienced and innovative angle. Our partners truly benefit from best practice and valuable lessons derived from other sectors. Through experience we have found that these challenges are not exclusive to betting & gaming and so the ability to apply these learnings drive success.

Managing complex systems and large volumes of data is a common obstacle. By applying these cross-sector principles through working with technology consultants, operators can gain valuable insight into re-engineering platforms and the skills needed, to meet both current and future demands.

Building exceptional, scalable and adaptable architectures ensures that businesses can continue to grow and evolve as the industry changes. This forward-thinking approach positions operators ahead of the curve, meaning they are poised for success in the years to come and have the agility to address any challenges or opportunities that arise.

Creating lasting change requires more than just solving immediate problems. Our goal for our clients is to maintain high levels of efficiency long after an initial transformation is complete. By empowering teams to implement and sustain improvements, operators can maintain continuous growth and unlock growth worth tens of millions of pounds, far outweighing their cost of delivery.

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The focus must now shift to building stronger, more Agile organisations that can adapt to changing market conditions. Sustainable efficiency enables operators to optimise time-to-market, improve platform performance, and manage resources more effectively, creating a foundation for long-term growth.

About Burendo   

Founded in 2018 and with offices in Leeds and London, Burendo is an award-winning, consultancy delivering stand-out products and services through technology. We partner with organisations to accelerate organisational value delivery and transform customer experiences.

We are pragmatic thinkers and doers who understand the operational world of organisations and customer demands. We work as a partner to give our clients the latest ideas, tools and techniques to deliver effective results that build long-term value.

For more information, you can visit the Burendo website: www.burendo.com

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If you have any questions, please contact Kate Smith, Senior Digital Marketing Executive by email: [email protected]

Tom Walton, Director at technology consultancy, Burendo, shares how operators can achieve sustainable profitability with learnings from other sectors

Operators who are merging and acquiring other businesses, launching new products or even integrating third-party technologies, can find themselves navigating complex internal processes. It is a complex large-scale challenge. Where M&As are commonplace, brand consolidation can be critical when securing sustainable profitability while planning for higher returns in the future. Within the emerging LatAm and US markets, acquisition remains a key focus. A common issue, regardless of geography, is the challenges presented by outdated or fragmented platforms and systems, a major obstacle in the growth trajectory.

In many cases, fundamental changes in how the organisation functions: its people, processes and technology holds the key to better value, higher profits, operational efficiency and reduced risk. By addressing these complexities with proven experience, technology consultants can support operators to be successful in their strategic initiatives.

Agility in competitive markets

Advertisement

To remain competitive in an ever-changing market, operators must move fast and with agility to refine their offering. A constant eye on retention, acquisition and regulatory changes is paramount to avoid financial impact. Despite this risk, research conducted by Accenture in 2022 found that 95% of B2B and B2C C-level executives believe their customers are changing faster than they can change their business, indicating most operators risk falling behind. This poses the question of how this can be supported.

The value of technology consultancies is in enabling businesses to extract greater value from existing resources through a confident understanding of what good looks like. Bringing external ideas gathered through experience, exemplary resources from process to people, can demonstrate what good looks like. More importantly, it shortens the timeline to achieving real goals in the organisation. Being under resourced or lacking the skills needed across these challenges makes it difficult to gain an overarching perspective particularly within a siloed approach.

At Burendo, we leverage more than 40 years of cross-sector experience. We are not only working with some of the biggest operators in betting and gaming, but partner with other highly regulated industries including finance and healthcare. We have helped operators across many initiatives which includes accelerating project delivery by 97% on average. We pride ourselves in ensuring we leave a lasting positive impact on the culture, enabling our partners to be empowered to carry on our work.

The retention battle

Many operators are too busy with day-to-day tasks or overwhelmed with where to start when it comes to transformation and building a cutting-edge user experience. An example of the gap between capacity and demand is the rising popularity of in-play betting. During live sports, the speed in which players can find and place their bet is critical. Here, streamlined processes that allow for quick innovation will correlate with customer satisfaction, resulting in higher retention rates.

Advertisement

A fresh perspective for lasting change

A successful approach to optimisation requires taking the challenge and viewing it from an experienced and innovative angle. Our partners truly benefit from best practice and valuable lessons derived from other sectors. Through experience we have found that these challenges are not exclusive to betting & gaming and so the ability to apply these learnings drive success.

Managing complex systems and large volumes of data is a common obstacle. By applying these cross-sector principles through working with technology consultants, operators can gain valuable insight into re-engineering platforms and the skills needed, to meet both current and future demands.

Building exceptional, scalable and adaptable architectures ensures that businesses can continue to grow and evolve as the industry changes. This forward-thinking approach positions operators ahead of the curve, meaning they are poised for success in the years to come and have the agility to address any challenges or opportunities that arise.

Creating lasting change requires more than just solving immediate problems. Our goal for our clients is to maintain high levels of efficiency long after an initial transformation is complete. By empowering teams to implement and sustain improvements, operators can maintain continuous growth and unlock growth worth tens of millions of pounds, far outweighing their cost of delivery.

Advertisement

The focus must now shift to building stronger, more Agile organisations that can adapt to changing market conditions. Sustainable efficiency enables operators to optimise time-to-market, improve platform performance, and manage resources more effectively, creating a foundation for long-term growth.

About Burendo   

Founded in 2018 and with offices in Leeds and London, Burendo is an award-winning, consultancy delivering stand-out products and services through technology. We partner with organisations to accelerate organisational value delivery and transform customer experiences.

We are pragmatic thinkers and doers who understand the operational world of organisations and customer demands. We work as a partner to give our clients the latest ideas, tools and techniques to deliver effective results that build long-term value.

For more information, you can visit the Burendo website: www.burendo.com

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If you have any questions, please contact Kate Smith, Senior Digital Marketing Executive by email: [email protected]

With over a decade of experience in the gambling and FinTech industries, Tetiana Volkova has risen to become a key figure at Infingame, an iGaming aggregator renowned for its tailored solutions and cutting-edge technology. From starting her career in client support to shaping strategies in B2C and B2B roles, Tetiana’s journey has been defined by her ability to adapt, innovate, and deeply understand the complexities of the markets she serves.

In this exclusive interview, Tetiana discusses her path to Infingame, the advantages of partnering with aggregation platforms, and how localised content and emerging trends like AI and social casinos are shaping the iGaming landscape. She offers a behind-the-scenes look at how Infingame stays ahead of the competition and supports operators in delivering unmatched player experiences across diverse markets.

Can you begin by introducing yourself – how did you come to work at Infingame? 

I have been working in the gambling and FinTech industry for the last 10 years, starting on the support side, before shifting my focus towards client retention, B2C sales as well as B2B account management. At Infingame, I have gained some great insight into the supplier side of this exciting industry, which has offered a unique perspective when compared to my previous experiences in the industry.

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Prior to joining Infingame, I worked for a number of operators who were active across a range of different markets. This experience has shaped my role at Infingame, giving me insights into some of the pain points that our partners may face when working with different platform providers.

Infingame is a very broad, multifaceted business that is constantly evolving and striving to be the best aggregator on the market. Having previously only worked with payment aggregators, working as an iGaming aggregator has been a new, exciting experience for me.

When I first joined Infingame, I was captivated by the collective drive towards success, and how invested everyone in the team was to achieve greatness. The core values and vision of the future resonated with me, and I decided I want to become part of the team. I haven’t looked back – I have learnt so much since working here and am very excited to see what the future holds for Infingame!

In your view, why should operators consider partnering with an aggregation platform such as Infingame?

I think that there are several benefits to working with an aggregation hub, such as Infingame. The first, and arguably the most impactful, is the efficiency and support network that we can offer.

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Imagine how consuming it is, both in terms of time and energy, to go directly to 100+ providers that your brand wants to work with. Firstly, you have to identify why they’d be a good partner, negotiate commercial terms with them, conduct KYC and AML procedures, not to mention legal and compliance checks. And then, once you’ve done all that, you then have the huge step of conducting the technical integration, which can take a considerable amount of time!

Not all operators have the resources for this – often their development teams are already swamped with technical updates, adding new features etc.

Partnering with an aggregator can significantly reduce that technical and time burden of partnering with several providers. At Infingame, we take on the support and delivery of a whole host of games – we have more than 16,000+ games from 200 providers on our platform – thereby freeing up the operator’s team to focus on other, more pressing areas.

In the last few years, one trend that we have also noticed is that many providers prefer to work exclusively through aggregators, as they also see a lot of convenience and benefit in using the services of intermediaries. We can deliver that content and more, all via a single API!

From an operator perspective, what key factors are they looking for when adding new games to their platform?

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At Infingame, we are very fortunate to be working across a whole host of different markets. With that in mind, we understand that each operator we work with will differ in their requests – be it in terms of game types, providers, regulatory requirements, etc. The casinos that we work with value our ability to personalise the products we offer to suit their specific needs; after all, an ‘off the shelf’ product is no longer sufficient if you want to become a market leader.

We offer a whole host of casino games on our platform, from crash games and live casino to social casino and crash games. Not to mention an exciting range of gamification tools, including tournaments, big win replays and the fastest spin time in the iGaming industry – all of which have been tailored to help our operators increase player engagement.

Our operators also value technical stability and reliability – you cannot become a reliable brand if your technology is not up to scratch. Our development team has done a great job at ensuring our aggregation platform can handle large volumes of traffic, with a 99.9% uptime.

At the same time, we are seeing more of our partners show an interest in new mechanics and features that can attract Millennial / Gen Z players. Our combination of exciting games, engagement and retention tools and technical excellence helps position operators to effectively tap into this increasingly tech-savvy audience. We have ensured that each of our games can be optimised for different devices and localised to suit the unique player preferences within each market. This includes offering a range of local currencies and languages, as well as incorporating promotional content and jackpots, etc.

Infingame places a heavy emphasis on curated, localised content that meets the needs of players in each market you operate in. How do you go about understanding player preferences? And how does this help you offer a personalised experience on a market-by-market basis? 

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I have worked with end users of operators for several years, and I think that fully understanding the behaviours of players in each market that you operate in can give you better insights into understanding what players might want from games.

At Infingame, we have true specialists for each market that we operate in. Each market specialist is responsible for understanding the intricacies of audiences within that specific jurisdiction; this is done by constantly analysing player data and using these insights to improve the products and tools we have available on our platform. This knowledge is furthered by having teams based on the ground – this helps us stay well versed on the developments taking place in real-time. This allows us to remain laser-focused on specific markets and truly support our partners in gaining an edge over the competition.

Also, do not forget that communication with clients and partners is a two-way street, so a huge part of our work consists of receiving feedback from operators and providers, working with their requests and effectively navigating the challenges that they face, which allows us to be among the first to know about all the trends sweeping the iGaming industry.

As we edge closer to the end of the year, what are some of the biggest changes that you expect to see across the iGaming industry? Will certain technologies / markets dominate conversations?

The iGaming industry has changed a lot over the last few years; this has been particularly evident throughout 2024 as new trends and technological developments have continued to shake up the industry. This, I believe, will continue long into 2025.

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On the whole, the gambling industry is now looking towards Latin America, especially Brazil. The ever-changing news about Brazil’s regulation has certainly captured everyone’s attention – this market is brimming with opportunities, although competition will most definitely be fierce. It is going to be difficult to guess what exactly will happen there in 2025.

I also see significant interest in the sweepstakes and social casino market, which have huge potential – this is a trend that I believe will continue to become increasingly popular across new markets. We are one of the first aggregators to actively enter this field and we see that providers are also interested in expanding in this direction and are actively updating their content to meet very specific requirements.

I am also very interested in the fate of my native Ukrainian market, which is very difficult to predict now. I am afraid that wintertime can be very harsh for Ukrainian operators and players, since due to constant attacks on the energy structure, it is becoming increasingly difficult to ensure continuous operation and stability of games for both providers and operators.