With an ever-growing portfolio of leading international operators, SBTech has established itself as a major player in the online gaming industry in recent years.
And if you’re looking for one standout feature of the SBTech offering that’s been responsible for the company’s continuing success, all signs point to the Chaemelon360 – its cutting-edge iGaming sports betting platform.
The Chameleon360 is a powerful and flexible tool which provides a strong foundation for SBTech’s complete suite of gambling software. The platform includes tools for detailed reporting and BI, a powerful CMS, a comprehensive communications centre, a fully configurable automated bonus system and flexible payment gateway integrations.
With the Chameleon360, operators can optimise and execute their strategy using real- time analytics and view statistics using the reporting system. It allows users to create player segments and deploy up-to-the-minute data while viewing performance dashboards and detailed reporting breakdowns for each sport, league, country, customer, VIP level and risk level.
The Chameleon360 was built to face a wide range of emerging industry challenges. In an ever-changing legislative landscape, it is regulation ready in multiple major markets, and with an Open API, the platform takes a modular approach to gambling software, allowing operators to plug in any additional tools required. Out-of-the-box third party integrations for CRM, Data, Content, Casino hub and Payments hub are also offered.
Over the past 12 months, SBTech has invested heavily in the Chameleon360, resulting in significant development of the bet platform.
In February 2017, a new conversion-oriented Chat tool was launched. Called ProAct, this multilingual front-line feature allows support teams to communicate with both mobile and web players in real time. It complements the existing inbox and correspondence services, representing another key differentiator offered to SBTech-powered sports betting and casino operators by delivering proactive engagement across channels, complete with a wide variety of KPI-derived triggers to alert agents instantly to the exact requirements of each player.
Other major features include the introduction of an automatic bonus engine based on real-time triggers driven by customer behaviour, along with a suite of real-time sports analysis systems.
The Sports Performance report integrated into the betting platform allows operators to view KPIs ranging from overall business performance to the bets placed on individual events. This analysis can be drilled down to current player activity and customer mix, covering segments such as VIP, Normal, Arbitrage, Value Bettor, etc. Custom segments can also be created in order to perform affiliate and promotional analysis to optimise campaigns and market spend.
Within the bookmaker platform, the real-time Bets Monitor provides a live view of all bets, including all rejected and cashed out bets. This enables clients to manage risk through unique semi-managed trading tools that puts control in the hands of operators.
In terms of scalability, the sports betting platform uses a mixture of on-premises and cloud hosting to deliver the most scalable solution, with operators able to process over 300 bets per second at peak times without any issue.
The Chameleon360 delivers clean and straightforward UI/UX across all tools and services with complete sets of information displayed across all products and channels. The reporting dashboard shows statistics that can be viewed on the macro level or specifically for sports, casino or mobile.
Users of the sports betting platform benefit from a single sign-in, ensuring that there is no need to continually log in to various integrated systems. Operators also have access to 24/7 technical support covering all products and services.
One of the key advantages of the Chameleon360 platform over other gambling software for sale is its single 360˚ view of each customer across all verticals and channels. Over the past year, this has been enhanced with the addition of various reporting options, including declined bet history and additional casino gaming activity reports.
This full integration of the casino back office along with the sports management system is a major advantage for SBTech’s partners who want to be able to use the simplest system, with all required information readily available.