Rank happy to have institutional support and trust from Bede Gaming.
Bede Gaming, the digital gaming platform provider has signed a deal with tier one operator Rank Group. The main aim will be to integrate the land-based content and online products of Rank with Bede’s. Michael Bady, commercial director of Bede, forecasts that the project between the two companies should take two to three years to finish.
Rank Group operates both Grosvenor Casino and Mecca Bingo, which are content providers for its online properties on internet gambling sites in UK and elsewhere. It plans to withhold Virtue Fusion as its online bingo platform but there will be an integration of all its other gaming products on Bede’s platforms.
Brady said that the deal allows “Rank a lot more flexibility when it comes to bonusing and rewards and the aim eventually will be to have the single customer view across all its land-based and online content”. Brady added that his company knows that there is a lot of hard work ahead to ensure that the venture reaps success.
Creation of a vision and a roadmap to satisfy customers
The Rank Group showed optimism with the merger stating that “The group believes that over the course of time, the new platform will improve customer yields by allowing improved CRM and analytics capability. Alongside a platform agreement, Rank has the option to make an equity investment in Bede Gaming via a convertible loan.”
Chief executive of Bede, Henry Birch, reviewed and strengthened the whole project upon his arrival. The two companies are confident about the technology the partnership will bring and it is expected that Bede Gaming customers logging on to UK mobile casinos will be happy when the platforms show the quality of Rank Group’s products.