Overview
Our client is a premier online gaming and sports betting platform offering sports betting, casino games, live casino experiences, virtual sports, and lotteries. Known for its intuitive interface and innovative features, the platform emphasizes secure and entertaining experiences for casual and professional players alike.
The client aimed to migrate one million users across three legacy systems to a centralized CRM platform, consolidating fragmented infrastructure into a single source of truth while maintaining operational continuity and preparing for future growth.
The Challenge
Key migration challenges included:
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Backward Compatibility: Ensuring legacy functionalities continued to work seamlessly in the new CRM
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Data Centralization: Consolidating user data into a single, unified system
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Operational Continuity: Minimizing disruptions to avoid impacting user experience
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Scalability & Efficiency: Preparing the system for future growth and advanced functionalities
The business goal was to modernize legacy infrastructure, centralize user management, and enable advanced CRM capabilities.
The Solution
Our team implemented a structured, phased migration strategy:
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Comprehensive Scoping & Stakeholder Engagement: Documented processes, requirements, legal constraints, and product workflows to ensure smooth migration.
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Specialized Migration Team & System Compatibility: Assembled a team to replicate and replace legacy functions while maintaining backward compatibility.
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Data Migration Pipeline: Extracted user data from Snowflake backups and streamed it into Kafka topics for integration into the new CRM.
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Automated Testing for System Integrity: Developed an extensive suite of automated tests covering critical workflows to validate system reliability across migrated and new user accounts.
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Phased User Rollout: Introduced users incrementally to the new system, minimizing risk and disruptions.
Tech Stack
Business Impact
The migration delivered transformative results:
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Streamlined Data Management: Consolidated user data into a single source of truth, reducing fragmentation and errors
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Advanced Functionality Enabled: Implemented robust KYC and AML reporting, advanced analytics, and integrated product support features for a personalized experience
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Operational Efficiency Gains: Reduced redundancy, enabling jurisdiction-agnostic operations and simplified workflows
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Scalability & Innovation: Positioned the client to fully leverage the new CRM’s capabilities, supporting future growth and advanced functionality
This initiative enabled the client to operate efficiently, innovate faster, and scale confidently.
</ Web Development Tools >
React
Node.js
Erlang
Angular
How was user data consolidated safely?
Data was migrated incrementally with automated validation to ensure accuracy and integrity.
Did the migration disrupt user experience?
The phased rollout minimized risks, ensuring seamless operations throughout migration.
How was system reliability maintained?
Extensive automated testing and monitoring ensured all workflows were functional before and after migration.
Web artefacts
Picto
Mobile app
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Mobile app
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Mobile app
Migrating One Million Users to a Scalable CRM Platform
Brand: Not Disclosed
Industry: Sport Betting
Technologies: Node.js, React, Erlang, PostgreSQL, MySQL, Redis, Grafana, Loki, Sentry, AWS, Docker, Kafka
Partnership: 2022 - Present
Can the new system scale efficiently?
Yes, the CRM is fully optimized for growth, supporting advanced features and millions of users.
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