Sky Betting & Gaming’s Sporting Life invests in next-generation online experience

Headquartered in Leeds, Sky Betting & Gaming was formed in 2001 and has since grown to become one of the UK’s leading online bookmakers, with a team of around 1100 employees and a strong track record of innovation.

As one of the first bookmakers to recognise the potential of online and then mobile platforms for betting and gaming, Sky Betting & Gaming today operates five major online products – Bet, Vegas, Casino, Poker, and Bingo – as well as leading sports affiliate Oddschecker.

Reengineering a legacy online service

Sporting Life, a subsidiary of Sky Betting & Gaming, partnered with BJSS to deliver an end-to-end digital replacement of Sporting Life’s legacy online service, which was first introduced in 1996.

Delivered with the BJSS Enterprise Agile approach and using open source technologies, BJSS developed and replaced the Sporting Life online platform and built a complementary set of enterprise-grade iOS and Android mobile applications.

The digital replacement also included significant back-end development with a bespoke content management system that enables rapidly-changing content to be quickly published.

Migration to the public cloud

Substantial performance improvements created a level of service which is unmatched by Sporting Life’s competition. The entire service was migrated to the public cloud, providing the flexibility required to accommodate spikes in demand seen during popular sporting events.

The initial iteration of the new Sporting Life website was delivered in February 2017, ahead of the Cheltenham Festival, one of the biggest highlights of the horseracing calendar.

The BJSS team cutting over to the new platform on launch day.

A new, scalable, high-performance and feature-rich service

“The BJSS team worked closely with us to ensure that our online presence continues to support our market-leading position,” Andrew Evans, Sky Betting & Gaming Head of Super Affiliates said. “BJSS has ensured that our service is scalable, high-performance and feature-rich, allowing us to quickly provide compelling sporting content to our customers.”

Stuart Bullock, BJSS Head of Client Services, added: “This was an ambitious project which reengineered Sporting Life’s digital presence. Moving it to the Cloud, our client has improved its user experience while saving time and money, which can now be deployed elsewhere.”


Edited from sources by Cecilia Rehn.