In the competitive landscape of sports betting and iGaming, speed to market has emerged as a critical advantage. With online gaming projected to grow globally by 11% by 2026, operators must act quickly to capture market opportunities. However, many providers face challenges when seeking rapid launches, often compromising reliability and user experience due to hastiness.
Eugene Ocheredko, the head of integrations at sportsbook supplier DATA.BET, emphasizes the risks associated with prioritizing speed above all else. "A fast launch is valuable, but if you’re trying to launch quickly, rushing every stage of the process, without a strong plan and a highly skilled team, the risk of mistakes inevitably increases," he notes. He cautions that while a quick integration might be achievable, it doesn’t ensure a successful launch, particularly for smaller operators who must first address several other factors.
For larger operators with established audiences, the need for swift integration becomes more pressing, as delays can result in revenue loss. DATA.BET has achieved significant success, completing over 15 integrations this year, with many aligning with the onset of the FIFA World Cup. Their clientele ranges from small sportsbooks seeking individual products to large platform providers looking to enhance their offerings.
Ocheredko explains that successful integrations hinge on trust and cooperation. Unlike some suppliers who may adopt a ‘fire and forget’ mentality, DATA.BET prioritizes collaboration from the initial stages. Personal interactions at industry events like iGB L!VE foster relationships that facilitate smoother integrations, which he believes is crucial. "It’s much easier to work with people you’ve already met," he says.
Once a client is on board, DATA.BET establishes a dedicated communication channel, typically through platforms like Slack or Microsoft Teams, to ensure ongoing dialogue throughout the integration process. Ocheredko insists that successful integrations should be led by technically proficient individuals who can navigate both the technology and the client’s business needs. By understanding the underlying challenges, DATA.BET aims to provide existing solutions rather than solely building new features at the request of clients.
The company focuses on ensuring robust testing before going live. Clients are equipped with tools for validating integrations, while DATA.BET's quality assurance team conducts thorough end-to-end testing. "We simply don’t allow a client to go live until our QA engineer has completed the full end-to-end testing process," Ocheredko affirms. Recently, they have enhanced efficiency through automation, cutting testing times dramatically. A process that once spanned an entire day can now be completed in roughly 20 seconds, thanks to increased use of AI technologies in workflows.
Looking ahead, Ocheredko believes that DATA.BET's API integration timelines could decrease, potentially reaching around two weeks. The demand for efficient processes is driven not only by client needs but also by the company’s ambition to handle multiple integrations simultaneously. As he points out, simply adding more staff is not a swift fix, with hiring and training taking considerable time.
Moreover, Ocheredko warns against the pitfalls of expanding team size without maintaining effective communication and quality control. He argues that a small, cohesive team can manage integrations closely, minimizing delays and enhancing service quality.
Post-integration support is equally as important as the integration itself. DATA.BET maintains an impressive response time to customer issues of just 105 seconds, and the average resolution time stands at 2 hours and 16 minutes. "Once a client goes live, the operational phase starts, and that’s just as important," Ocheredko emphasizes. He highlights the significance of maintaining ongoing communication with clients to assist them with new features or problem-solving.
In a sector where trust and reputation are paramount, Ocheredko recommends skepticism towards lofty integration promises from other providers until marked success can be demonstrated. "There’s marketing, and then there’s reality," he concludes. "The more successful integrations you deliver, the easier it becomes to win new clients."
