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Gaming content developer iSoftBet has launched a series of new gaming features via a deal with cloud data specialist Snowflake Computing.

Developer iSoftBet is now using Snowflake’s cloud data warehouse to become more data driven, as part of its digital transformation strategy. The move gives the supplier comprehensive insight into its online gaming portfolio and audiences, enabling iSoftBet to launch new functionalities, such as real-time leaderboards, insights on games and tailored marketing campaigns for customers.

To maximise the value of the data generated, iSoftBet has also launched a new data and analytics transformation strategy, adopting Snowflake’s cloud-built data warehouse and adding Tableau software on top to provide data visualisation and analytics.

“Having established our reputation in the market as a leading online games provider and aggregator, it was imperative we also explore the data being generated, improving our services for both our customers and the third-party supplier ecosystem,” said Andrew Bonnici, head of data and analytics at iSoftBet.

“Snowflake’s cloud-built architecture and scalability allows us to get to market faster, so it was the ideal solution for our data warehousing needs. In just a short amount of time, we have been able to migrate our existing data into Snowflake and have our data team up and running with data at their fingertips,” he continued.

“As we are kick-starting our data strategy and look to continue growing this investment, Snowflake offers us a future-proof and flexible solution. We can scale up our data requirements for peak periods of data analysis, and scale down for quieter periods, helping us save money in the process. Centralising data with Snowflake makes it easier to access and analyse, which is important internally to improve services and the gaming experience for our customers, and also better visibility externally of how games on third-party platforms are performing,” said Bonnici.

“Online gaming has become a huge industry, with the market expected to grow to $59.8bn by 2020,” added Thibaut Ceyrolle, Snowflake’s general VP for EMEA.

“For these companies, especially online-only companies, investing resources into analysing data helps better understand customers and how to improve services.

“By using Snowflake, iSoftBet has very quickly benefited from having a more data-driven approach, which will only grow in importance the more it continues to levy data,” he said.

Read iSoftBet’s Michael Probert’s reflections on a transformational year for the company