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Rank completes migration of Bella Casino brand onto proprietary tech platform

25 November: RANK have announced the successful migration of the first of its gaming brands onto its proprietary technology platform.

Bella Casino is the first brand to move onto the platform which was the strategic cornerstone of Rank’s acquisition of Stride in October 2019.

On completion of the Stride deal, Rank CEO John O’Reilly pointed to the benefits that the proprietary platform would deliver for the Group, including the opportunity to pursue a leaner, more agile approach to product developments, the ability to respond more swiftly to market and regulatory change, realisation of cost synergies, and the B2B, B2C and international expansion aspirations that underpin the Rank strategy.

The transition of Bella from the existing Bede platform has now been completed and marks a significant milestone for the Rank Interactive business.

Ian Smith, Chief Technology Officer, 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 personalisation.

“The experience for Bella customers has been near seamless but behind the scenes we’ve completed a lot of the heavy-lifting that positions us well for the coming months. We’re on track to integrating the Stride and Rank digital businesses and the team are committed to reaping the benefits of the hard work undertaken over the last 12 months. They have worked tirelessly and we’re starting to see that hard work delivering for our customers which is really rewarding.

“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.”