Gartner Research

Co-creating business and IT strategy at Betfair

Published: 27 June 2012

ID: G00236878

Analyst(s): Dave Aron


The success of U.K.-based Betfair, an online sports betting provider, has enabled the company to expand its sports, casino games and poker products. However, the massive growth of these products, which are delivered through multiple channels, has created internal complexities and inefficiencies. “We had different forecasting methods for each business line, leading to high-growth products lacking sufficient resources,” says CTO Tony McAlister. “A sports betting project with the capability to generate huge top- and bottom-line growth figures might have the same investment allocation as a niche games product with reliable profits but little growth potential. Our strategy had to change.”

Table Of Contents

Case study

  • Fueling growth with a very different betting model
  • Modeling front- and back-end systems of other industries
  • Evolving business strategy to a cooperative, co-created model

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