The Importance of Finding the Perfect Match in iGaming

Pragmatic Solutions CEO Ashley Lang discusses the main considerations operators must have when choosing their iGaming platform

Interview for Gambling Insider Magazine, July-Aug 2024 Issue. Full version here.

How important is it for a business to have the right iGaming platform?

Platform selection is arguably the most important product and technical decision leadership teams will make – it can define the destiny of the business for years to come and separate the winners from the losers in a competitive market.   

The Player Account Management (PAM) platform acts as the heart of the technology estate of the operator and, as such, its functionalities can define the capabilities of the operator's technology stack. If not chosen correctly, the PAM platform can profoundly impact the ability to execute business objectives successfully and hamper the ascending operator from scaling beyond the competition. 

Choosing a platform provider goes far beyond an evaluation of features and capabilities against the operator's current requirements.  It is comparable to a marriage in that the operator is entering a long-term relationship with a strategic partner with whom they will build their future.   

As with choosing any long-term partner, it is essential to understand their history and values (how did they get to where they are today, and how do they conduct themselves), their commitment and contribution to the relationship (what do they bring to the table), and their vision of the future (does it align with yours?).

Could you give us a brief overview of your platform selection guide?

The goal is of our platform selection guide is to assist key decision makers—senior stakeholders and board members—in the critical decision of upgrading their PAM platform technology by providing strategic considerations that go beyond the usual feature comparisons.

One key point we advocate for is for operators to start by outlining their business objectives for the next two to five years.  Rarely will these objectives be technical (although they may be dependent on technology). Their strategic business objectives should be the compass points that all secondary implementation decisions are weighed against on their value to positively impact successful execution and minimise cost and risk.  

With this as the foundation, we then set out other key factors to consider, with technology positioned as the enabler of commercial business objectives rather than the development of technology itself as the business goal. This concept alone is often a very powerful reflection point for senior stakeholders and opens their minds to see the platform technology landscape differently.

How does an operators’ business goals distinguish which is the best PAM platform for them?

It is not just about which PAM platform is right for the operator, but it is equally about which PAM platform provider is the right long-term technology partner for the operator.

Technology is ever-evolving and ours is a very fast-paced industry with diverse and differentiated regulatory requirements across various markets. What meets an operator's requirements today may be obsolete or inappropriate for the requirements and opportunities that emerge tomorrow.   

The PAM platform technology must always be at the service of the operator’s business goals, and to do so it is strategically critical to prioritise the evaluation of the capabilities of the platform strategy and partner to respond (now and tomorrow) to the demands of the market. In this sense, it is crucial to evaluate the velocity of development possible by a strategy/partner and the expertise and loyalty of key senior engineers involved in the platform's lifecycle.  

Beyond a feature comparison exercise, the questions to ask are: Who is the right technology partner? Who is strategically aligned with my business objectives? And who has the core technology and development capabilities to forge a long-term partnership towards mutually beneficial commercial success?

What should operators consider when choosing their PAM platform?

We strongly advise operators to think of it as a strategy decision, considering the platform providers’ goals, current and future capabilities, and type of relationship they can offer.

In this sense, it is essential to deeply evaluate the platform design architecture. At Pragmatic Solutions we present a modern, hybrid approach that frees operators from the restrictions of single-vendor agreements and monolithic technology stacks and offers them licensed core platform technology in an open format, supported by elastic development resources to service operators' forward requirements   We call this option the “CPU model,” a PAM platform that, like a CPU in computing, allows for the integration of varied components – be it third-party services or proprietary technology – without limitations. Such flexibility is indispensable for tailoring offerings, swiftly incorporating superior third-party products, enhancing the user experience, and gaining a competitive edge.

Ultimately, the selection of a third-party PAM platform, as advocated by Pragmatic Solutions, is a strategic alliance. We commit to a partnership that prioritises stability, scalability, and the rapid response to the needs of operators, striving for innovation and excellence for sustainable success.

For more information on how to upgrade your iGaming platform technology for regulated markets, download our free white paper.