## Navigating the GiG Migration Platform: A Practical Guide
For gaming operators, shifting their iGaming platform is a significant undertaking. It’s not a decision to be made casually. From ensuring affordability to maintaining security, selecting the right platform and partner is paramount for a smooth transition. GiG’s chief technology officer, Stephen Borg, believes their solution offers all the necessary components for a seamless switch with minimal effort on your behalf.
**Motivations for iGaming Operators to Migrate Platforms**
There are numerous reasons why operators might choose to transition to a new iGaming platform. Perhaps they aim to expand their business, gain access to cutting-edge technology, enter new markets, or simply update their systems for enhanced security.
“We consistently consider the impact of a migration on vital systems, such as our clients’ customer relationship management systems, fraud detection and player safety tools, and their anti-money laundering measures.”
Consider security, for instance. Cyberattacks within the iGaming industry are escalating rapidly, with reports indicating a 1,000% annual increase. Recently, MGM Resorts experienced a major cyberattack. The Scattered Spider hacking group compromised their servers and a significant portion of their IT infrastructure.
The typical expense of a data breach is estimated to be $4 million, so it’s not surprising that companies are seeking to move to more secure, safer systems that can adjust to new dangers more quickly by integrating new cyber safeguards and incorporating their threat mitigation strategies into their framework and core.
Companies want their systems to be more strategic. They want to expand, which means finding a solution that aligns with their new plans. Expansion and scaling are a common and consistent factor when considering a move.
The initial step is to evaluate the current system. Once businesses have identified the need for a migration platform, the next step is to understand what the new system must have to address their biggest challenges. For GiG, Borg believes this step is critical. It will ensure that businesses aren’t simply moving from one system that doesn’t work for them to another.
“For us, the first thing we do is listen carefully to understand our potential clients’ difficulties and why they want and need to migrate,” Borg said.
“We always assess what features clients already have on their systems. We find that most people think the grass is greener on the other side, but that’s only true when everyone fully understands what’s required from a functionality perspective. That’s why we perform the first step thoroughly and clearly.”
Prior to moving, it’s crucial to assess choices and fully grasp the consequences of the move.
“Our aim is to minimize disruption to existing operational teams.”
During the exploration stage, operators may uncover new possibilities and changes brought about by the move that they hadn’t previously considered. One such opportunity is time to market. Borg views time to market as a vital performance indicator (KPI) for the GiG team, hoping to offer customers a seamless, simple, and swift transition.
“We’ve been emphasizing time to market to foster this mentality at GiG; we always have time to market as our key KPI,” he explained. “Migration is a complicated process, it’s not straightforward, but it’s all about working together, including internal collaboration with compliance teams, and external collaboration with customers. We guide them through the entire process and provide as much assistance as customers require.”
“We’ve been investing in the product for years, and in addition to the product itself, we have a highly skilled and knowledgeable team to support it.”
Step two: Define the ultimate objective of the move
Defining the ultimate objective of the move is essential to ensure that the operator’s expectations are met and that the development process of a provider like GiG is on track. For Borg, one error operators often make when moving is to only consider the immediate, without envisioning the ultimate goal.
When patrons begin searching for platform suppliers, they often only consider transferring their client data. However, we ensure we pose all the pertinent inquiries during our initial discussions with them. We aim to understand their desired outcomes and the significance they hold.
This resonates deeply with Borg. Upon commencing collaborations with new clientele, they recognized that specific actions within the migration process could facilitate the attainment of their objectives, which were previously unknown to them.
“When clients heed our counsel, and we propose alternative approaches to assist them in achieving their platform ambitions, they readily adjust their initial strategies,” he states. “This ultimately results in their selection of GiG, as this knowledge and transparency foster trust during the transition. It’s impossible to embark on a migration without a foundation of trust.”
Establishing trust prior to examining potential risks is paramount, as trust is a significant factor for operators. Similar to any migration, risks exist, particularly in the gambling sector, where regulations are stringent.
The third step: Determine the inherent risks associated with the migration.
When the customer’s initial requirements are established and the ultimate objective is clear, the risk evaluation stage can commence.
During this evaluation, numerous factors must be taken into account, including potential website outages or data loss, as well as potential legal and regulatory issues. For operators, website downtime not only leads to substantial revenue losses but also severely affects player retention. Regulatory issues not only impact player retention but also result in hefty penalties and damage to reputation.
Thankfully, GiG acknowledges these potential risks and has created a strategy to minimize them. With a seasoned compliance team, operators can be confident that their platform will remain compliant.
“One of our key strengths is having a seasoned compliance team,” Borg stated. “This isn’t just a standard compliance team; they comprehend the full scope of products we offer and how these products modify the migration process for our clients. When they determine the appropriate compliance needs for a specific market, they examine our products, existing features, and how we can apply them to that market.”
Moving platforms to new markets is one of the primary reasons operators migrate their platforms, so platform providers like GiG must possess everything necessary to assist them in achieving this goal.
When GiGs expert compliance group pinpoints the particular market demands that a customer desires to enter, GiG Logic is prepared to be a part of the answer.
Borg clarifies: “One of the most essential aspects during the transition is the ability of the solution to adapt and be flexible. With GiG Logic, you can formulate and establish rules, which are carried out through the rule engine, significantly decreasing the time it takes to launch a product. Each market necessitates a considerable amount of reporting, and each market requires specific characteristics. We consistently observe GiG Data, our exclusive data solution, playing a vital role in this.”
GiG Data assists in lessening dependence on numerous third-party integrations, which is always a challenge in large-scale migration projects. Bringing together multiple technologies (such as payment systems) to function in unison in the backend is a demanding task, but GiG is confident in their ability to overcome it.
“I believe that in recent years, GiG has concentrated on self-service capabilities, as this places the appropriate tools in the hands of our partners,” Borg emphasizes. “They can then utilize their own knowledge, along with our technical assistance.
“I am convinced that this will always be a strength of GiG. Self-service capabilities on GiG Data and GiG Logic are two key components.”
Maneuvering the third-party integration obstacle course
The GiG platform itself features a component that enables third parties to connect with GiG. Since the GiG platform has a part that permits third parties to connect with GiG, if a specific acquisition team desires to utilize an existing gamification system, they can effortlessly obtain data from GiG.
We maintain a data center known as “Broker” where the CRM system, affiliate system, and gamification system all extract data from. To streamline third-party integration, we established this service two years ago, and it has demonstrated to be a remarkable triumph.
Besides this adaptability in collaborating with third parties, GiG’s solutions also contribute to continuously personalizing the iGaming experience for operators’ players.
Large Data Hurdles: Transitioning with GiG
“We possess a tried-and-true procedure, we are aware it functions; we’ve moved numerous brands in the past and comprehend what data is required for a successful transition.”
One of the most prevalent obstacles operators encounter when migrating is transferring player data from one operating system to another. As the sector places greater emphasis on customization, GiG ensures that each player’s distinctive attributes are taken into consideration. Operators gather a significant amount of player data to assist them in fulfilling KYC requirements – it’s essential to preserve this information throughout the migration process.
GiG’s solutions recognize the value of this player data.
When we talk about data, we’re discussing the overall picture: client details and funds, and comprehending what information we possess about each client, Borg clarified.
We also examined segmentation and the abundance of information accessible during the transition. For GiG, this wasn’t a secondary thought; it was a primary factor from the very start.
Individualization is just one illustration of how industry requirements are shifting and how online gaming platforms need to continuously adjust. GiG’s approach, with its staged migration process, has a proven history of achievement.
GiG: Solutions for the Future
GiG has effectively moved numerous operators across diverse areas of the online gaming world. Their 2023 report emphasized one of last year’s key accomplishments: the transfer of all their conventional sportsbook clients to their Sportnco solution, obtained in 2022.
Following the acquisition of Colombian operator Colbet, leading operator Betsson declared a partnership with GiG. Their migration to GiG’s Sportnco platform aided them in significantly expanding their activity in the rapidly developing Latin American market.
Besides the changing nature of players and their evolving habits, frequent regulatory modifications also demand a solution that can keep pace with the fast-paced industry.
Borg thinks GiG is the top solution in the area.
GiG’s approach is to avoid making choices in isolation, but to think about the future of the whole group. They concentrate on creating features and making sure they are suitable for specific regions, while also thinking about reuse and other markets. This allows GiG to utilize what is built for one market and apply it to others.
For operators, finding the right migration partner is essential. GiG has proven itself as a top player in the industry, helping customers meet all their migration needs.
With more and more businesses looking to expand and enter new markets like Latin America and Africa, the big migration obstacles seem to finally be addressed.
Stephen Borg is the newly appointed Director of Engineering at GiG, having served as the company’s Data Director since 2019. He has a long career as a software developer and is currently responsible for helping lead the development of GiG’s award-winning platform and technology solutions, as well as providing expert advice to potential partners looking to migrate their platform.
Sign up for the iGaming news newsletter.