Bally’s Corporation: A unified marketing platform across a multi-brand portfolio

The Client

Bally’s Corporation is a multi-brand physical casino and bingo operator with a significant digital presence. Their portfolio includes some of the most recognised names in gaming: Virgin Games, InterCasino, Jackpotjoy, Monopoly Casino, BallyBet and more. Alongside their physical estate, they deliver iCasino and Sportsbook services at scale, increasingly through their own platform, accelerated by the Gamesys merger. 

Managing marketing engagement and retention across that many brands and markets represents a significant operational challenge, one that the existing fragmented infrastructure was no longer equipped to meet. 

The Challenge

Bally’s consumer brands were operating across fragmented processes and systems, with each market and each brand running its own routines. The business identified the opportunity to consolidate everything into a single, unified platform capable of powering customer engagement and retention across the entire portfolio, with the promotional flexibility their marketing teams needed to operate at pace. 

The specific demands were: 

• Replacing fragmented, brand-specific processes with a single, unified marketing platform. 
• Building in the promotional flexibility to serve multiple brands and markets simultaneously. 
• Delivering at speed without compromising on quality or stability. 
• Scaling the engineering team quickly, without the delays of traditional hiring. 

The Solution

TXP assembled a team of delivery managers, tech leads, senior frontend and backend engineers, and AWS platform specialists, onboarded three times faster than Bally’s internal hiring process would have allowed. 

Working closely with Bally’s wider technology team, TXP designed and built a cloud-native microservices platform on AWS, underpinned by event-driven architecture. Beyond the build itself, TXP upskilled Bally’s internal teams, providing education and guidance on AWS and the principles behind the platform’s design to ensure long-term ownership and capability within the organisation. 

The platform was rolled out across the US and Canada, serving every brand in Bally’s portfolio from a single infrastructure.

The Benefits

“Vigil was vital for the execution of the project. One year ago, the new platform was just a PowerPoint, and now it is a high-quality marketing platform rolled out to the US and Canada.” — Donald Beatson, SVP – Excite Platform, Bally’s Corporation 

The platform launched on time and the first year of production delivered measurable results: 

• 100 releases per week on average, achieving an Accelerate State of DevOps rating of High. 
• Sub-24-hour lead times from development to deployment. 
• Zero critical incidents across the first full year of operation. 
• Engineering teams onboarded three times faster than internal processes would have allowed. 
• A single, unified platform now powering customer engagement and retention across every major brand in the portfolio.