Pools CTO on trials of migrating data and scrapping old systems

In an ambitious move to revamp its operational framework, The Pools CTO Phillip Donegan elaborates on the complexities of player data migration and the strategic decision to transition to a cloud-based infrastructure.

The Pools, previously known as The Football Pools, undertook a significant rebranding initiative last year to modernize its technological infrastructure, aimed at rejuvenating this historic UK betting entity. This extensive project, led by CTO Phillip Donegan and his dedicated team, involved the meticulous migration of substantial data volumes to a cloud environment.

Established in 1923 in Liverpool and Manchester, The Football Pools initially distributed 4,000 betting coupons outside Manchester United’s Old Trafford stadium. Players wagered on various fixtures, with outcomes based on draws and wins, followed by entry into a draw for prizes.

However, years of reliance on legacy technologies hampered operational efficiency, rendering player data processing cumbersome and inefficient. In response, the operator recognized the urgent need for not only a rebranding effort but also for a complete digital transformation of its systems.

Transitioning to new platforms and migrating extensive player data to the cloud are inherently risky endeavors, often accompanied by potential setbacks, including temporary downtime. Despite these challenges, such moves are vital for revitalizing The Pools’ offerings and aligning its services with its refreshed brand identity.

The Strategic Shift to GiG Platforms

This daunting transition was essential for breathing new life into The Pools’ product portfolio. As stated by CEO James Arnold, “Our current focus is on re-establishing The Pools brand in the UK market, capitalizing on our unique membership products that are digital evolutions of the classic Pools games, enhanced by exclusive free-to-play games and membership perks.”

Reflecting on the intricate multi-month migration process, the initial step involved moving to GiG’s sportsbook and iGaming platform in January, effectively transitioning away from FSB Technology, which had been recently acquired by EveryMatrix. This integration necessitated a comprehensive technology overhaul.

GiG’s robust platform enabled The Pools to integrate advanced features like bet-builder capabilities and dynamic odds. A pivotal aspect of this migration was achieving scalability as the operator sets its sights on expanding across European markets.

“[The GiG platform] modernizes the classic pools games, allowing us to offer them digitally, which is absolutely vital for our company’s future,” Donegan remarked during an interview with iGB.

Consolidating Historic Player Data

A significant challenge involved consolidating decades of duplicated historic player data into a unified system. The digital team dedicated several months to migrating this wealth of information to Microsoft Azure’s cloud platform.

The migration aimed to enhance insights into player behavior and maximize data utility. “We migrated from on-premise data centers to Azure for cost-effectiveness and improved performance, with automatic scalability,” Donegan elucidated.

“Our data was distributed across various disparate systems and technologies, including SQL Server, MySQL, and PostgreSQL,” he continued. The migration process necessitated an extensive deduplication effort to eliminate redundant data accumulated over the years.

“Although we were aware of all our data, the main challenge lay in reconnecting and harmonizing it. Players could have multiple accounts across various systems, and merging this into a single account per player was crucial,” Donegan explained.

Gaining Insights into Player Activity

Before any data migration to the cloud could proceed, the deduplication process had to be completed, as GiG’s platform does not support multiple accounts. “Now we have comprehensive insights into player activities. This capability allows us to target our audience more effectively, making engagement much more manageable, as we can monitor it in real-time,” Donegan asserted.

The migration also encompassed The Pools’ subscription engine, a complex software system housing 18 distinct services. The team is systematically transitioning these services to Azure, with plans to eventually decommission the legacy on-premise technology.

Decommissioning and Updating Legacy Systems

With any substantial digitization strategy, some legacy systems had to be retired. Historically, The Pools operated offline, with players submitting physical slips, a method now largely outdated. Although numerous systems underwent modernization, several products were ultimately decommissioned due to technological obsolescence.

“Certain games relying on a Meridian system, developed in VB (Visual Basic), would have required considerable investment to modernize. Ultimately, we decided it was more pragmatic to decommission these,” Donegan noted.

Some systems, however, have been rebuilt entirely, such as the operator’s marketing platform, which is being redesigned with modern technologies. Previously built on Java, the new system is being developed using the .NET framework.

“We are aiming to consolidate our efforts under .NET instead of dispersing our technology across multiple frameworks including Ruby, VB, and Java,” Donegan emphasized.

Nonetheless, Donegan is committed to reviving classic games in a modern format. “Integrating a single payment provider is essential to this modernization and reinstating some classic games, like Premier Six and Premier Ten, which we aim to relaunch,” he concluded.

Integrating AI Solutions

In addition to system enhancements, The Pools is leveraging AI technology to optimize both backend processes and customer engagement. This year, the company began collaborating with Intercom, an AI solutions provider, to deploy customer service chatbots. This initiative will reduce reliance on human agents, enabling swift responses to common inquiries.

Furthermore, all legal documents have been migrated to a Microsoft SharePoint site, complete with an AI co-pilot agent capable of scanning hundreds of documents seamlessly. This functionality allows staff to quickly extract critical data without manually sifting through extensive records.

“This capability saves hundreds of hours annually, while being consumption-based, so the costs align directly with usage,” Donegan explained.

Future Aspirations and Geographical Expansion

Donegan acknowledges that there remains an element of exploratory growth within the digitization efforts, with the company poised to confront new technical challenges as it matures. A primary focus is understanding player responses to the new platform, especially among long-time users who are accustomed to the traditional Pools experience. “Player reactions to the new platform will be instrumental to our path forward. We may need to adapt our product roadmap to accommodate their feedback,” he advised.

While The Pools is concentrating on rebranding and digital evolution within the UK market, Arnold is eyeing geographical expansion. The recent technological and product overhaul is not only intended to strengthen its competitive edge but also opens doors for further growth in diverse markets. “The small stake, big win format of our games aligns perfectly with rapidly developing regions, particularly in Africa and Latin America, where we are actively pursuing growth opportunities with various stakeholders,” Arnold concluded.