Phase one of Stride’s relocations completed by Rank Group
“Bella Casino” has been relocated onto Rank Group Plc’s proprietary operating platform, hence completing the first stage of the technology integration of its acquired Stride Gaming assets.
The LSE gambling group stressed the importance of progress on the key technology directive of merging Stride Gaming’s multi-brand UK online casino and bingo portfolio with its proprietary systems to expand its ‘Rank Interactive’ business unit.
In 2019, Rank officially finalized its £115 million acquisition of London AIM-listed Stride Gaming, looking to reinforce its UK iGaming presence by securing Stride’s fast growth challenger brands including Lucky VIP, Bingo Extra, Kitty Bingo, Regal Wins, Spin-&-Win and Aspers Casino.
The unification of Stride brands with Rank Interactive’s proprietary platform will allow the company to pursue “a leaner, more agile approach to product development, with the ability to respond more swiftly to market and regulatory changes”, and has been indicated as being a necessary project by Rank leadership.
Additionally, Group CEO John O’Reilly indicated the main profits of an expanded brand portfolio, allowing Rank Interactive to secure cost synergies and strengthen its B2C/B2B foundations for its international expansion strategy.
Ian Smith, Chief Technology Officer of Rank Interactive, said: “We’re delighted to have achieved what we set out to do last year, on time and on budget, and we are very proud to have successfully delivered the migration of the Bella Casino brand in line with our acquisition plan. Our customers will now benefit from a constantly changing and exciting proposition that is underwritten by a thorough safer gambling experience and lends itself to enhanced customer experience and personalization. The transformation of our digital technology is a significant undertaking but with some of our bigger brands including Mecca and Grosvenor rattling down the line, there’s a lot of exciting developments ahead of us.”