Player Account Management (PAM) Migration for Two Tier A Brands 

Background

When LadbrokesCoral Group, one of the Symphony Solutions’ clients, was acquired by GVC Holdings (Entain), one of their initial goals was to try and standardize some of the operations they had. The first on the list of priorities was migration to their internal Player Account Management (PAM) system. 

Client

Coral, a renowned household name in the UK and one of the country’s largest bookmakers boasts a history dating back to the mid-1800s. With a visible presence on every high street in the nation, Coral established itself as a leader in the UK’s gaming and betting industry.

As of March 2018, Coral became part of the Ladbrokes Coral Group after its GVC Holdings (Entain) acquisition. This significant development transformed LadbrokesCoral Group into a key player within the world’s largest online betting and gaming company, operating under the umbrella of an FTSE 100 global organization. The acquisition magnified the importance of LadbrokesCoral’s digital platform, especially in the highly regulated UK betting market, where competition was fiercer than ever.

Challenge

LadbrokesCoral faced the need to optimize and integrate a robust payment solution into their application as part of a broader GVC PAM framework. The primary challenges included: 

• Architectural Modifications: The existing architecture of the Ladbrokes Coral application needed a detailed review to identify areas requiring modification for compatibility with GVC’s framework. 

• CI/CD Adjustments: The integration also required updates to the CI/CD processes to ensure seamless collaboration and deployment between the two systems. 

• Cross-Team Collaboration: The project involved coordinating diverse development teams spread across multiple countries, including Ukraine, Poland, India, Austria, and the UK, with no prior experience working together. 

• Building Efficient Communication: Establishing a steady communication flow was critical to ensuring clarity across the globally distributed teams, avoiding miscommunication while keeping processes efficient and streamlined. 

• Tight Deadlines: The integration and optimization needed to be completed within a fixed timeframe while maintaining high-quality standards. 

• Differences in Tech Stacks: Ladbrokes Coral utilized Angular and Java, while GVC employed React and .Net, requiring alignment and integration across different technologies. 

• Substitution of App Parts: Certain parts of the application had to be replaced with components from the PAM system, and the entire frontend had to be hosted within the PAM application. 

Solution

Symphony Solutions took a structured approach to address these challenges: 

• Architecture Review and Adjustments: The first step was getting on the same page with the GVC side. The team conducted a detailed architecture review of Ladbrokes Coral’s application to identify necessary modifications. The roadmap was built to ensure a smooth integration with GVC’s PAM framework. 

• Dedicated Project Teams: Symphony Solutions assembled new teams fully committed to the project, ensuring expertise and focus. Close collaboration with GVC’s team helped Symphony understand the framework, refine the architecture, and implement required adjustments. The integration was carried out alongside the development of new features by other teams, ensuring no disruption to ongoing workstreams. 

• Agile Methodology: To enhance coordination and flexibility, Agile methodology was introduced. This ensured clear communication, streamlined workflows, and adaptability to evolving project needs. 

• Cross-Border Collaboration: Teams from multiple countries worked closely to align their efforts. Regular meetings, synchronized workflows, and shared goals helped build trust and efficiency across distributed teams. 

• CI/CD Process Adjustment: The CI/CD pipeline was modified to support successful integration with GVC’s framework, enabling automated testing and deployment across the desktop and mobile applications. 

• Communication Infrastructure: Various communication approaches were tested and optimized to ensure the right information reached the right people. This reduced redundancies and improved efficiency in task execution. 

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Results

The payments optimization and integration project delivered significant outcomes: 

• Seamless Integration: The Ladbrokes Coral app was successfully migrated to GVC’s PAM framework, providing the company with better control and optimized costs by using internal PAM solution.  

• Enhanced Features: The integration unlocked additional features for users, offering greater flexibility and functionality in both desktop and mobile applications. 

• Global Collaboration Success: Teams from multiple countries worked seamlessly together, demonstrating high levels of engagement and motivation to deliver the best possible product. 

• Improved Efficiency and Security: The project resulted in more secure and optimized operations for Ladbrokes Coral, along with cost savings and resource efficiency. Removing external dependencies (risks) on the third-party company (owner of previous PAM solution). 

• On-Time Delivery: Both desktop and mobile applications were released on schedule, setting a benchmark for how large-scale, cross-functional teams can collaborate effectively. 

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