Cameron Murphy18.12.2016

Irish gaming operator, BetBright, has partnered with leading data and customisation experts, Qubit, in an effort to accelerate its personalisation capabilities and develop its proprietary casino and sportsbook products.

The Qubit solution would be used to better understand and influence customers’ behaviour, which the company believes would help them stand out among their competitors.

“Controlling our own technology is fundamental to delivering our differentiated product,” commented Brian Mohan, head of product at BetBright.

“With the Qubit platform and data infrastructure we’re further accelerating the development of our in-house sportsbook and casino products, as well as opening up some really exciting opportunities for our developers.”

“It’s vital that BetBright retain control of our roadmap to ensure flexible and agile innovation and to move faster than our competition. Qubit provides this for us.”

BetBright would make use of the Qubit real-time technology, with its tools and functions integrated across all its verticals in order to optimise its offerings. The events-based model would allow the operator to make decisions based on the data presented, in order to improve their customers’ gaming experience, by linking its user data with Qubit’s first party data.

Qubit has provided customisation and data-driven products to a number of operators in the gaming industry, providing them with the experience to help BetBright excel and challenge other betting firms ‘in a crowded marketplace.’ Some of its other gaming partners include Ladbrokes, Betfair, Boylesports and Lottoland.

“When businesses like BetBright choose Qubit it demonstrates a shared mission to put an end to meaningless experiences,” stated Graham Cooke, chief executive of Qubit. “We’re now in a partnership to help BetBright continue to be customer centric and be one of the most innovative players in the gaming market.”