Two-Up Digital: Balancing the creative with the pragmatic

Two-Up Digital: Balancing the creative with the pragmatic

Friday, August 3, 2018 Posted by Michael Lawson
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Two-Up recently struck up a partnership with Star Sports.

British retail bookmaker Star Sports recently launched its first online sports betting site, enlisting the help of London-based platform provider Two-Up Digital to do so. Read an excerpt from an interview with Two-Up CEO Robbie Morris, where he discusses the process of balancing a creative approach with the pragmatic reality of operating a betting website.

“This question is the reason why Two-Up have decided to enter a saturated platform provider market. With the technology choices that we’ve made and built upon, and with the ownership of data, we’re able to think creatively about all aspects about being a bookmaker because we have the foundations on which to build upon.

“Our back-office gives operators the tools to understand the nuances and details of what their customers are doing, and our product team utilises this knowledge to look at how we continue to evolve all aspects of the product.

“As the technology team, we work directly with the trading and marketing teams, and all have access to the same data sets to make the most informed decision.

“We don’t have the legacy issues some b2b providers have, nor do Star have the legacy issues some bookmakers have from an operational point of view. Star are the front of the platform product, and we’re committed, and share the same vision, on both sides to delivering a difference in the industry.

“Ultimately, for the operator, bet placement is the bottom line. We’re not a technical company built on teenage years of Call of Duty and World of Warcraft, built a technical company built on 10 years of experience in the betting industry and an understanding of all the aspects needed to become a success.”

Totally Gaming says: Two-Up Digital was only founded at the tail-end of 2016, but the firm has already done enough to generate some serious interest in its platform-providing credentials. This latest deal with Star Sports only reinforces this.

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