Interviews
Scaling Up in iGaming: Strategic Role of Platform Migration with SOFTSWISS
Platform migration has emerged as a critical strategy for operators looking to scale their operations, enter new markets, or address technical shortcomings. In an interview with European Gaming, Vitali Matsukevich, Chief Operational Officer at SOFTSWISS, delves into the intricacies of the migration process, the challenges operators face, and how SOFTSWISS has positioned itself as a leader in ensuring seamless transitions.
What drives operators to consider migrating from one platform to another? Could you explain the key issues they aim to resolve and why migration becomes necessary?
Vitali Matsukevich: The most popular reason is that the current platform no longer meets technical requirements, especially in terms of scalability and reliability. Operators often face issues like handling user loads they are currently experiencing or planning for. This often forces operators to seek a more stable and technically advanced solution to support their business growth. For example, in LatAm, we know of cases where operators face significant challenges due to downtime or unreliable operations. In some cases, this situation becomes unmanageable, and operators realise they need to migrate to a platform like ours, which offers 99.9% uptime and a seamless user experience.
Another reason for migration is the desire to expand to new geographies. For instance, if the current platform is not certified in a particular country, the operator may consider migrating to a platform that already has the necessary certification. While launching a new project on a different platform is an option, it can lead to operational challenges, such as managing two different projects on different platforms, which is not always convenient. In such cases, if the new market is attractive enough, it may be simpler to migrate to a platform that is already certified, obtain the necessary licence, and continue developing the project.
The third reason is dissatisfaction with the current software provider. This could be due to poor communication with business account managers, slow response times, lack of support, or the provider’s failure to implement client feedback. In the case of SOFTSWISS, we not only offer better service – as confirmed by various studies – but prioritise collaborative partnerships. Our partners highly appreciate our flexibility, openness to their suggestions, and commitment to developing the business together.
Moreover, operators who choose platforms used by major industry players benefit from being part of a community and gain access to features requested by those larger brands. For example, when large operators asked for specific product updates, we later rolled them out to all clients, which received positive feedback. We also have a well-structured workflow for managing client requests, where we gather all ideas, suggestions, and comments from our partners, and our product team evaluates which of them will have the most impact.
What specific technical and operational advantages does the SOFTSWISS platform offer to operators who decide to migrate?
Vitali Matsukevich: I would highlight two key advantages: the high technical performance of our platform and the well-established interaction with our partners. Because our partners don’t experience technical difficulties, they can scale their projects without worrying about the technical aspects of their business. Our recent migration case, where we transitioned over a million players to our casino platform and sportsbook within five hours, further confirmed the high technical level of our solution and well-defined migration process.
A unique feature of migration is that after reopening a project post-update, there’s often a surge in user activity, with more people visiting the platform than usual. This contrasts with the gradual user growth seen when launching a new project, where users join the platform over time.
After migration, a large number of users might access the platform simultaneously. To prepare for this, we conducted numerous stress tests before the launch and executed the migration flawlessly. The number of issue reports was even lower than we expected.
What are the main challenges operators may face during migration, and how does SOFTSWISS help minimise these risks?
Vitali Matsukevich: The main challenge is the inevitable player churn. Before the transition, operators conduct extensive information campaigns about technical changes and migration to a new platform, but not all users take the necessary actions to transfer their accounts. On our side, we assist in communication, share experiences from previous migrations, and make the process as easy as possible for users.
Another challenge is that users might notice differences between the two platforms. For example, even if both platforms offer the same types of bonuses, they might be implemented differently or might have other slight differences. In this case, we strive to visually adapt the new platform to resemble the previous software. We also transfer all possible and significant information about players’ gaming preferences, for example.
Overall, this is a complex process. We need to assess which aspects of the previous user experience should be transferred to the new platform. Sometimes, it may also be decided to enhance certain features.
Another important challenge is maintaining SEO rankings so that the project continues to receive stable traffic from this channel. Our experienced specialists help transfer all necessary information, adapt pages, and take other actions to ensure that search engines either don’t notice the difference or even improve the project’s search ranking.
What steps are taken to minimise player churn and ensure their loyalty after migrating to the new platform?
Vitali Matsukevich: An individual strategy is developed for each project and specific user groups. This can include additional email campaigns offering players bonuses or other unique personalised offers during the transition period. This approach helps retain users and makes the migration process as attractive and seamless as possible for them.
What metrics do you use to evaluate the migration success, and how do you measure its impact on the operator’s business?
Vitali Matsukevich: The key metrics we use to evaluate the migration success include the speed, downtime, player retention rate (how many users successfully transitioned to the new platform), and the load on customer support. These metrics allow us to objectively assess how smoothly the migration went and identify any areas that may need improvement in future migrations.
What are SOFTSWISS’ plans for further developing and improving the migration process?
Vitali Matsukevich: After each migration, we refine our current workflow, adding new elements based on the experience gained. We are also actively working on obtaining additional certifications, as we are currently doing in Brazil so that our partners can quickly and seamlessly launch their projects as soon as they have the necessary licence.
How does operator feedback play a role in improving the migration process, and how does SOFTSWISS incorporate their suggestions and feedback?
Vitali Matsukevich: We actively gather feedback from our partners and conduct retrospective discussions within our team. During these meetings, we analyse the metrics and identify any delays or issues. It’s important to note that each migration is a unique project, and while the core steps remain the same, the workflow is always adapted to the specific case. This approach allows us to continuously improve our migration process and ensure successful collaboration with our partners.
Can you provide examples of successful migrations where your approach led to significant improvements for the operator?
Vitali Matsukevich: Yes, one of the most compelling examples of a successful migration is when we transitioned over a million players from a competitor’s platform to the SOFTSWISS Casino Platform and the SOFTSWISS Sportsbook in just five hours. This migration was a significant achievement, showcasing our platform’s technical robustness and our team’s ability to manage complex, large-scale transitions with minimal downtime.
During this process, we meticulously planned and executed the migration to ensure that player accounts, balances, and gaming histories were seamlessly transferred without any data loss.
The post Scaling Up in iGaming: Strategic Role of Platform Migration with SOFTSWISS appeared first on European Gaming Industry News.
Fast Track, the leading SaaS technology company and CRM provider in the iGaming industry, has unveiled the second instalment of its Inside Out video series.
Titled “Ain’t No Rest for the Wicked” the interview features CEO and Co-founder Simon Lidzén in a candid, behind-the-scenes discussion about the company’s growth, challenges, and vision for the future.
In the 30-minute video, Simon reflects on Fast Track’s nearly ten-year journey: “Success to me is about setting goals and achieving them. This year has been intense, but incredibly rewarding. From scaling Fast Track to launching groundbreaking products like Rewards, we’re just getting started.”
The conversation explores the launch of Rewards, Fast Track’s promotional ecosystem that integrates CRM with gamification to deliver engaging and personalised player experiences. Simon also discusses the company’s rapid global expansion and the challenges of scaling leadership within a fast-growing organisation. Looking ahead to 2025, he highlights Fast Track’s focus on leveraging AI to redefine CRM and customer engagement.
Simon’s reflections also touch on the company’s culture: “Fast Track is built on relentless innovation and a team that thrives on solving challenges. Seeing how much we’ve grown and how far we’ve come makes this journey so exciting.”
For those unfamiliar with Fast Track, the company is a high-growth SaaS leader, known for pioneering the use of AI to deliver personalised experiences to customers. Its software empowers companies to automate marketing and operational workflows, enabling teams to focus on strategy and innovation. Fast Track is reshaping CRM for iGaming, setting a new standard for customer engagement.
Watch the interview here: https://2ly.link/23JyZ
The post Fast Track CEO Shares Honest Reflections in New Interview: Ain’t No Rest for the Wicked appeared first on European Gaming Industry News.
As we enter 2025, what unique opportunities do you see for WA.Technology in the LatAm iGaming market?
The iGaming market in Latin America is experiencing rapid transformation, and this dynamic shift presents considerable opportunities for companies with the right strategy and adaptability.
We are witnessing a shift from informal, semi-professional operations to a growing demand for a formal, structured, and professional gaming industry that can meet the higher expectations emerging from both regulators and consumers.
At WA.Technology, we are perfectly positioned to leverage our extensive local knowledge to achieve just that. Our team has been working across the region for years, from Mexico to Brazil, Colombia, and beyond, which gives us a unique edge in navigating the regulatory complexities and unique behavioural dynamics of this evolving landscape.
This authentic regional understanding not only allows us to stay ahead of market trends but also empowers us to innovate in a way that aligns with global best practices while being sensitive to local cultures, customs, and regulations. As the LatAm gaming market continues to mature, we are ready to support operators in a more structured, regulated, and growth-oriented environment.
How does WA.Technology plan to maintain its progress across the region in 2025?
Our approach to sustained growth in Latin America is driven by the expertise of our team, who bring years of experience from across the region. The team at WA.Technology has collectively worked across a variety of LatAm gaming markets, gaining firsthand knowledge of local regulations and consumer preferences. This wealth of experience enables us to navigate the ever-changing landscape with agility and precision.
As the region continues to evolve, we will continue to integrate global best practices while remaining flexible enough to address the unique needs of each local market. Our strategy at WA.Technology largely focuses on building close relationships with various local stakeholders, refining our offerings based on real-time feedback and ensuring our presence continues to make a long-lasting difference in the region.
We are committed to driving long-term growth, building strong partnerships and providing the best possible value to our clients across Latin America.
For operators looking to enter Latin America in 2025, what are some of the key trends/nuances they need to be aware of? And how is WA.Technology helping them to navigate these?
Entering the Latin American market in 2025 presents a variety of opportunities for growth. However, operators looking to make the most of what this region has to offer must carefully consider local regulations, consumer behaviour, and cultural differences in each country. After all, LatAm is not one homogenous region – each country has its own unique dynamics at play.
Regulatory frameworks continue to evolve rapidly, with each individual regulator in the region setting its own rules, meaning that operators must be highly adaptable and well-prepared for any future legislative changes. But regulations aren’t the only challenge.
Understanding local consumer habits, preferences, and cultural nuances is equally critical to building a successful operation. For example, the products players enjoy in Brazil are likely to be completely different to those favoured by Mexican bettors.
At WA.Technology, we help operators navigate these complexities by offering solutions that are fully compliant with local laws and tailored to meet the diverse needs of Latin American consumers.
We don’t see ourselves as just a technology provider; we want to be a trusted partner, supporting operators in their journey to understand the regulatory environment and local market dynamics, ensuring they’re well-positioned for long-term success.
With Brazil now live, how does WA.Technology plan to gain an edge in what is likely to be a highly competitive market?
Brazil is undoubtedly the flagship market in Latin America, and we’ve been preparing for this moment for some time. With a market of such size and potential, competition is bound to be hard. However, we are confident that our extensive local presence and tailored approach will give us a distinct edge unmatched by any other provider on the market.
We’ve made significant investments in Brazil, building a team that is highly knowledgeable about the local market and deeply embedded in the regulatory landscape. I am proud to say our team has worked extremely hard to ensure we were ready in time for the new regulations in Brazil and that we are in a position now to grow even further in this market as a result. With dedicated local offices, a strong team of regulatory experts and seasoned professionals with operational expertise, we are well-equipped to navigate the complexities of Brazil’s rapidly growing iGaming market.
Our extensive knowledge of the local market and commitment to delivering innovative, market-specific solutions allows us to provide licensed operators with the tools they need to succeed in this competitive space.
How will your approach to Brazil differ from that of the wider LatAm market?
While Brazil is undeniably one of the largest and most significant markets in Latin America, our approach to the region as a whole is both comprehensive and tailored to the unique characteristics of each country.
We recognise that Latin America is a highly diverse and dynamic market where each country presents distinct opportunities, challenges, and regulatory landscapes.
At WA.Technology, we adopt a market-specific strategy across our entire business, ensuring that we provide localised solutions that meet the unique needs of each country while maintaining a strong, responsive presence in all key markets.
Our team brings extensive experience from working in countries such as Argentina, Chile, Peru, Ecuador, Colombia, the Dominican Republic, and Mexico. In fact, we recently expanded our footprint by opening offices in Mexico City, which allows us to stay closely connected to local developments and offer even more tailored support to our partners in this market.
Mexico is particularly important to us in terms of future growth, and we view it as a key focus for WA.Technology alongside Brazil. Our integrated, flexible approach ensures we can remain agile across the entire region, responding effectively to each market’s specific demands while maintaining a cohesive regional strategy.
What are your goals for expanding WA.Technology’s footprint in LatAm over the next 12 months? And how do you plan to achieve these?
Looking ahead to the rest of 2025, our key goals for expanding WA.Technology’s footprint in Latin America is rooted in two fundamental pillars: extensive market knowledge and strong local presence.
As the region evolves at a rapid pace, staying ahead of market shifts requires constant attention. Our strategy is to maintain a physical presence in every major market, fostering relationships with local stakeholders, regulators, and operators. By doing this, we are able to anticipate changes in the wider market and position ourselves as a proactive, solutions-driven partner, ensuring that our partners can retain their competitive edge.
We aim to further solidify our relationships with key players across the region and remain highly engaged in local markets, adapting our solutions in real-time to meet emerging needs.
Our focus on continuous engagement ensures that we’re always in tune with the evolving landscape, positioning WA.Technology to lead the way in driving innovation and delivering value in Latin America.
The post Patricio Molloy: WA.Technology is ready to raise the bar for LatAm in 2025 appeared first on Gaming and Gambling Industry in the Americas.
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
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.
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.
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
If you have any questions, please contact Kate Smith, Senior Digital Marketing Executive by email: [email protected]
The post Consolidating brands efficiently to achieve high growth appeared first on European Gaming Industry News.
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