Branding & Localization of a Betting Platform for New Markets
- Sports Betting
- Gambling & Gaming
- Cloud
- React
- MongoDB
- AWS
- PHP
- Go
Overview of Our Client
Our client is an international online betting company looking to expand into several new geographies. They already had a fully functioning core platform hosted in AWS and wanted to reuse it to quickly enter new markets. However, each new brand required its own visual identity, separate integrations with local game and betting providers, and independent deployment environments.
Challenge
A replication of the existing betting platform for new brands while minimizing the development overhead, was the client's main concern. Previously, the manual duplication of environments had caused integration problems and slow rollout times. Moreover, each region needed its own set of provider keys, market-specific configurations, and UI customization. Handling all this along with ensuring stability across shared backend services meant that there was a considerable operational risk.
Main Goals
Following were the objectives for this project:
- Enable rapid and repeatable platform deployment on AWS using container-based infrastructure.
- Create different UI themes and settings for each market without changing the underlying logic.
- Configure separate vendor keys, integrations, and environment settings for each brand.
- Use automation to test the test environment and deploy to production, thereby ensuring high-quality releases with consistency.
Project Overview
We designed a multi-brand deployment workflow on top of the client’s existing AWS architecture. Because the backend services were reusable, our efforts centered on preparing distinct frontend builds for each brand, configuring individual provider settings, and automating rollout via Amazon ECS. Each brand received its own dedicated environment (for development, staging, and production). As a result, the setup allowed the team to validate every adapted build in a controlled test environment before going live.
- Region: Brazil, South Africa, Spain, Poland (was configured as a sports betting-only environment)
- Industry: Online Betting / iGaming
- Timeline: 2 months for the first brand; 3–5 weeks for subsequent launches
Solution
The end result was a streamlined setup that allowed our client to easily recreate and launch new betting brands with almost no manual intervention because of the containerized architecture and the automated cloud deployments. All the container provisioning and changes were handled by Amazon ECS, and due to the customizable UI builds and integration layers, each brand could achieve the desired visual style and feature set for its audience.
Platform Features
- The inception and launch of an environment were completely automated through a repeatable deployment workflow put in place by Amazon ECS, thus enabling the environment cloning process to be automated as well.
- Each brand had its own separate configuration profiles, such as provider keys and market-specific settings.
- Different UI versions were tailored to the regional branding and localization requirements.
- The platform allowed integration with both local and international betting and gaming providers.
- Exclusive test pipelines were created for each adapted environment for production rollout validation purposes.
- The infrastructure for each brand could be rapidly scaled and independently supervised.
Technology Stack
When building the desired solution, we applied a modern, cloud-native technology stack:
- Infrastructure: AWS with Amazon ECS for container orchestration
- Core Backend: Reusable service architecture deployed as Docker containers
- Frontend: Multiple brand-specific builds developed from a shared codebase
- Integrations: Modular connectors for gaming and betting providers
- Deployment: Automated pipelines for dev/staging/production environments
Outcomes
The elaborated process visibly reduced brand launch time. The first brand went live in just two months, and when the workflow was refined, each additional brand required only three to five weeks. The client’s product teams were able to reuse their existing backend and enter new geographies way faster.
Core Team
- Solution Architect: Designed the multi-brand architecture, structured the brand separation logic, and optimized ECS workflows.
- QA Engineers: Performed functional, regression, and integration testing for each environment before rollout.
- Project Manager: Coordinated releases, integrations, and iteration cycles.
- Full-Stack Developers: Prepared UI variations and integration layers
- DevOps Engineers: Built and maintained ECS deployment workflows