The gambling and betting industry is a competitive marketplace and maintaining a customer-centric view is imperative to staying ahead. International, multi-channel betting and gaming group, Paddy Power Betfair, recognised the value in moving away from its aging internal infrastructure and investing in a more centralised cloud hosting platform. Faced with disparate systems and a complex number of applications, Sapphire worked with the company to implement Infor SunSystems, hosted on Sapphire Anywhere, after it was identified as the ideal solution for the group. It provides a real-time view of data across the organisation and delivers insights for understanding customer behaviour, invaluable for differentiating against competition.
Patrick Brown, Finance Systems Manager at Betfair, comments on their experience working with Sapphire.
“We have a ten year relationship with Sapphire. They are one of the market leaders and the team knows Paddy Power Betfair, so it didn’t make sense to change that and risk a bad relationship with a different vendor. We had confidence Sapphire would efficiently deliver and support a cloud environment.”
According to Patrick, since implementing the solution there has been several business benefits. These have included significant improvements in the speed of the system and improved efficiency internally, as employees now have a central hosted platform to resolve issues across all of the applications.
“I have no issues with the Sapphire cloud solution, in fact I have no hesitation recommending Sapphire purely on reputation alone. I have had a good experience with the company over the years, whenever I need help it is forthcoming and the advice is accurate,” he said.
Paddy Power Betfair was formed in 2016 from the merger of two of the fastest-growing online betting operators in the world – Paddy Power plc and Betfair Group plc. Paddy Power is an international multi-channel betting and gaming group widely seen as one of the most distinctive consumer brands in Europe. Betfair is an innovative online betting and gaming operator which pioneered the betting exchange in 2000, changing the landscape of the sports betting industry.