SBC Leader Profile – Michael Brady – Bede Gaming – Growth Outside of the Box!

Michael Brady

Having formed one of the fastest growing technology companies within the betting and gaming sector, Michael Brady, CEO, of Bede Gaming tells SBC how his firm’s growth has been driven by thinking outside the box and working on new industry dynamics with its growing portfolio of clients…

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SBC: Hi Michael, Bede Gaming is one of the newer industry platform providers. How and why has your team gained noticeable and significant industry partnerships in a short space of time?                             

Michael Brady: Primarily because we have taken a far more flexible and open approach to platform provision, particularly when compared to legacy providers. Bede was born out of our own frustrations with other providers not being flexible or fast enough to fit with companies’ digital objectives.  We identified an opportunity to offer a platform in partnership with operators, rather than simply rolling out a one-size-fits-all solution to everyone. This means sharing APIs with operators and allowing them to personalise and differentiate their offering to players. We aren’t restricting clients to only follow our path, they can follow their own direction and Bede’s APIs mean integration is lightning fast. We integrated the Kambi Sportsbook in 10 weeks for Rank, for instance. Through a single integration, operators can get access to nearly 2000 games across multiple providers. The result is a platform that gives operators the control to react swiftly to the challenges of the industry, whether they be adapting to new legislation or entering emerging markets.

SBC: How does the development and planning of your operations and services differ from industry legacy platform providers?

MB: I would say there is a fundamental difference in the way we develop. We are far more collaborative than legacy providers, many of which have achieved scale to an extent where they have lost touch with what operators want. We heard many operators telling us that they’d love to leave their legacy provider, but there was no viable alternative. Bede proves there is another way; we plan our offering around the demands of our clients, so that means building strong relationships. We’ve done exactly that with the likes of Rank Group, and it has been mutually beneficial for both sides. Feedback on our platform allows us to improve immeasurably and because we build on a single code base, all operators benefit from all updates. This open approach results in a scalable model rather than the silos created by some legacy providers.

SBC: As an industry tech stakeholder, Bede is unique in offering three integrated services (platform, white-label and games content), how do you maintain an effective balance between each provision?

MB: Increasingly, operators are looking for ways to bring these different components together without sacrificing quality, and that is at the heart of what we do at Bede. Having a truly open platform, like ours, allows customers to choose the suppliers they want to work with, as well as knowing they have access to the best-in-class providers already integrated with Bede. The three different services we offer gives operators the flexibility to pick the option that is right for them. As integration is such a straightforward procedure, we are able to build relationships across the board with suppliers and content providers, and in many cases offer a greater depth of integration than an operator could achieve if they went the direct route.

SBC: Your team has placed a significant emphasis on client security and data protection? Why is this a core dynamic for your firm’s development and strategy? 

MB: Security is a critical issue for operators today, and this will only increase when the General Data Protection Regulation (GDPR) becomes law in May 2018. The GDPR places a greater level of accountability on data processors on issues such as information security breaches. It means that if an operator is not completely confident in the security of its data, it is playing a potentially catastrophic game. This was the motivation behind Bede applying for and achieving ISO 27001 certification, which verifies our platform to the highest security standards in the industry. Only a handful of providers have the certification, so it places us much higher than our competitors in that it marks us out as taking the right measures to protect our partners. With Bede, they are in safe hands.

SBC: Looking ahead what new services and provisions does Bede want to bring to market in the coming months, what should industry stakeholders keep an eye out for?

MB: We are always developing our core platform and also expanding our content aggregation service, Bede PLAY, with additional titles from the best games developers around the world. Operators are looking for this combination of flexible platform and world-class content provision to compete in the fast-changing gaming landscape of today. Bede PLAY brings together the best land-based and digital content and provides operators with Bede’s powerful marketing tools, all from a single integration. Legacy platforms simply don’t offer the level of control and speed to market operators are after but we are showing there is another way. It will only be those who can adapt to the challenges of newly-regulating markets that will succeed.

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Michael Brady – CEO – Bede Gaming