Betfred launches new desktop site following ‘reverse migration’
Operator’s desktop and mobile sites moved onto one codebase for the first time following migration carried out by Degree 53
Betfred has relaunched its desktop site following a ‘reverse migration’ onto the mobile site codebase.
The migration, carried out by software firm Degree 53, means the Betfred desktop and mobile site are now using the same codebase for the first time.
Degree 53 originally built the mobile sportsbook back in 2013.
“This project has been very important to us and has changed how we operate our digital channels,” said Rakesh Chablani, managing director of Betfred Digital.
“Before, managing two separate codebases had been quite challenging in terms of launching updates, fixing issues and adding new content in general.
“This meant that we had to employ two different teams, which also incurred additional costs. We’d created one of the easiest sportsbook apps and we wanted to bring the same experience to desktop.
“The website migration has been a massive success and we have already noticed how much quicker and easier it is to have just one codebase. Our customer feedback has also been very positive and I am glad that, together with Degree 53, we’ve been able to create a modern product that our customers can access regardless of their device.”
The project took around six months, with Betfred already reporting major improvements in retention rates.
The previous Betfred site had been in operation for around 15 years.
The new Betfred desktop site
Andrew Daniels, managing director at Degree 53, added: “The Betfred website migration is one of our biggest projects to date. It involved a significant amount of work to ensure there would be no downtime to Betfred services and all features were supported on any type of device.
“We carried out various performance tests to address this and designed frontend templates to adapt to relevant screen sizes for maximum efficiency. I’m happy that we’ve been able to help Betfred once again to not only offer an intuitive product for their customers, but also help them reduce operational costs with this migration.
“I’m excited to see where this project will take us and look forward to our continued partnership,” he added.