Embracing the Future: The Pools’ Transformation Journey
In a bid to revitalize its identity and infrastructure, The Pools’ CTO, Phillip Donegan, sheds light on the organization’s ambitious cloud migration and player data consolidation.
This year marked a pivotal moment for The Pools, previously recognized as The Football Pools, as it undertook a thorough rebranding and modernization of its technology framework. With a legacy dating back to 1923, when it enabled outdoor betting in Liverpool and Manchester, the company has a remarkable history. Now, however, it faces the challenge of rejuvenating its brand and systems to engage a contemporary audience.
The complications of outdated technology hindered efficiency, making the processing of player data cumbersome. To address these issues, The Pools decided it was time to undertake a radical transformation—not just in its branding but also in its entire technological approach.
A Necessary Transition to the Cloud
The transition to modern platforms comes with inherent risks, including system downtime and potential operational setbacks. Yet, this move is essential for relaunching The Pools with a fresh brand identity and upgraded capabilities.
"We aim to re-establish our brand within the UK market, focusing on our unique membership offerings that breathe new life into the original Pools games, complemented by exclusive free-to-play titles," noted CEO James Arnold, emphasizing the importance of this digital shift.
The Migration began with a critical transition to GiG’s sports betting and gaming platform, moving away from the previous provider, FSB Technology. This decision arose from a need for modernized systems capable of scaling as the company prepares to expand its presence across Europe.
Streamlining Historic Data
One of the monumental tasks of this journey involved the consolidation of years of player data spread across various systems. The digital team engaged in a rigorous migration process to Microsoft’s Azure cloud, not only to enhance operational performance but also to simplify access to valuable insights.
“We needed to centralize our data, which was scattered across different technologies; player information existed in SQL Server, MySQL, and Oracle systems,” remarked Donegan. This data consolidation was more than just a logistics challenge—it required a dedicated effort to eliminate redundant data and link separate accounts into cohesive profiles.
Enhanced Player Insights
Before migrating to the cloud, a comprehensive deduplication exercise was necessary. GiG’s platform can’t accommodate multiple accounts for the same user, creating an urgent timeline for data cleanup.
“Post-migration, our understanding of player behaviors has significantly improved. We can target our audience more effectively and monitor engagement in real time,” he explained. The migration process also included moving The Pools’ robust subscription engine to the cloud, a crucial element of its ongoing modernization.
Legacy Systems: A Thing of the Past
Navigating this digital transformation meant making tough decisions about which legacy systems to retain. Historically, players would submit paper bets, a practice that has long faded. Some outdated games driven by obsolete technology were ultimately retired to make way for innovation.
“Certain systems, like our old VB-powered games, simply weren’t worth the investment to modernize,” Donegan acknowledged. Efforts were made to rebuild essential systems from scratch, particularly in the marking engine, now transitioning to a more versatile .NET framework.
Integrating AI for Efficiency
As part of its innovative approach, The Pools is adopting AI technologies to enhance both backend operations and customer interactions. By collaborating with Intercom, the company is developing AI-driven customer service chatbots, transitioning from a fully human-operated model to a more automated system for standard inquiries.
Furthermore, legal documents have also moved to a Microsoft SharePoint system, featuring an AI assistant capable of rapidly answering queries and significantly reducing administrative workloads.
Looking to the Future
The ongoing digitization effort presents its own set of challenges, compelling The Pools to adapt as new issues arise. A primary concern remains ensuring a seamless experience for longtime users as they navigate the new platform.
“The response from our player base is crucial. We anticipate the need for further enhancements based on user feedback over the next year,” Donegan stated.
While The Pools is currently prioritizing its rebranding and deployment in the UK, Arnold envisions broader geographical expansion. The recent technological enhancements position the company favorably within global markets, particularly in regions like Africa and South America, where discussions about growth opportunities are already in motion.
As The Pools navigates this journey of reinvention, the blend of historical legacy and modern technology promises to create an exciting new chapter for the brand.