Sky Bet partners Cloudera for real-time data boost
Operator looks to differentiate from rival egaming brands by ramping up its real-time services and targeted promotions
Sky Betting and Gaming (SB&G) has partnered with analytics firm Cloudera as the Leeds-based operator looks to significantly ramp-up its real-time data capabilities.
As part of the deal SB&G will utilise Cloudera’s technology to deliver real-time services and targeted promotions, while also integrating more behavioural and third-party data sets to improve machine-learning accuracy.
SB&G recently replaced its enterprise data warehouse (EDW) with an Apache Hadoop â the open-source software framework â environment after previously sharing an EDW with its previous parent company Sky.
“Promotions are massively important to our customers, and for our business, so we needed to deliver a better experience from our customers’ point of view,” Andy Walton, head of data at Sky Betting and Gaming, said.
“We can now calculate and fulfil complex rewards for over 100,000 customers in around 10 minutes instead of next day, and we’ll soon move to a world in which we process these transactions in seconds.
“The ability to make decisions in real-time is a massive opportunity, and key to our ongoing success,” Walton added.
Earlier this year BetVictor also signed a similar partnership with Cloudera to build a new centralised data hub and help the operator gain better insight into customer behaviour and betting habits.