Old Street, Shoreditch based betting platform provider FSB Technology have signed a deal to supply Bruce Betting, a bookies established in 1977 in the Republic of Ireland with 17 physical stores and a telephone betting service, with a bespoke sports betting web and mobile platform.
FSB will also be throwing in their online casino platform, which offers table games and video slots from the likes of Realistic Games and Microgaming, and the opportunity for punters to trade different sports, both in play and pre-match, as well as FSB’s market leading horseracing product Black Type.
Bruce Betting will also have access to FSB’s personalised CRM tools, which can help their operating partners “tailor bonus offers and betting incentives to individual customers”, they say.
Richard Thorp, Business Development Director at FSB says the firm are “very pleased” to be working with Bruce Betting, adding “our managed solution will enable them to refine their online offer, whilst maintaining the customer-friendly approach that has made them popular.”
Eamon Bryne commented on behalf of Bruce betting “we believe FSB’s tailored approach will go down well with our customers; we now have the right tools to deliver a top class betting experience across all channels.”
FSB was founded all the way back in 2007 by betting and gaming industry veterans, CEO David McDowell, previously co-founder of AIM-listed GameAccount Network, and CTO Sam Lawrence, employee no. 1 at GameAccount and the company’s Chief Technical Architect. Lawrence also founded leading UK mobile gaming company Wapscallion.
The Board of Directors includes Chairman Mark Blandford, founder of SportingBet, which he built into a £2bn valued listed business, NED Gerard Hall, founder and CEO of SportsMEDIA Technology Corporation, and Steve Carle, another NED, who worked in private equity at 3i becoming senior director at LDC.
Richard Thorp was Head of B2B Operation at the Racing Post and Head of Marketing at BetterBet as well as Sportsbook Manager at Blue Square before joining FSB.
FSB have recently also partnered with Northern Irish bookmaker Toals, who are using the firm’s sports betting and casino services, and Sportdec, who work with the Premier League and Major League Soccer in the US. They also supply Dafabet who operate in Asia, Genting, and MyClubBetting.
FSB have also signed a deal to take content from realistic Games, including their market-leading Roulette and Blackjack virtual games, as well as “the much anticipated “Hot Cross Bunnies Loadsabunny.”
The firm were nominated for Sportsbook Supplier of the Year by Gaming Intelligence magazine, and were the first managed service provider to launch their own native iOS mobile application.
In a recent blog post, Thorp wrote that many independent bookmakers had “had a stab at online” but had made the mistake of “using platforms built on the cheap by poor quality suppliers.”
“That simply isn’t good enough”, he says and if it is difficult to argue that a poor UX or UI isn’t going to badly let down a bookie’s chances of making it in the online space, where speed and simplicity of use are everything.
Virtual gamblers have low boredom thresholds, and plenty of choice around where to place their bets. Few industries’ model works so effectively on digital as bookmakers, but customers are always demanding more. If you are not staying ahead, you are in danger falling behind, it seems.