888 goes live with revamped sportsbook front-end
888 have been busy this summer migrating their entire infrastructure onto a new website. The newly designed front-end brings the brand forward in many different attributes. Most noticeably the user experience has been revamped and redesigned offering a new user experience and brand image for 888.
The 888 brands have long been a pioneer for gambling technology and offering a superior betting experience for its customer base. But since the competition in this industry has been steadily intensifying, the need to update the website has been growing for some time. 888 have at times been noticeably inferior to their competitors, but the new front-end marks a shift in the technology policy of the betting brand. No longer are they reliant on the “out-of-the-box” solution offered by Kambi, a fully developed in house front-end that will offer more usability and better performance across the platform, currently live in the UK and Sweden.
The firm hopes to eventually migrate their platform onto the newly acquired BetBright infrastructure. By doing this they have retaken control of their system, and are making use of the skilled engineers they have on their payroll. If and when 888 roll out the new platform to the rest of their global markets remains to be seen. But this latest migration is a strong statement of intention from the global betting brand.