Bookmaker Paddy Power has announced a new agreement with application intelligence platform AppDynamics to boost the firm’s rapidly expanding mobile service.
The Irish bookmaker announced earlier this year that it had acquired almost 150,000 new online and mobile bettors in the first six months of 2014.
AppDynamics’ application performance management system will reduce the frequency and duration of application outages and help optimise its customer experience online.
The Paddy Power business model has become increasingly dependent upon the mobile platform, allowing consumers to make out-of-shop bets, anytime of day.
John Turner, development manager at Paddy Power, said: “During the selection process, AppDynamics provided unmatched end-to-end visibility across our complex and distributed environment.
“In trials, the solution delivered invaluable insight into application performance issues before they affected our customers, which meant we could act immediately to remedy problems before our punters even knew we had any.”
Turner added: “The real-user monitoring functionality provides additional insight into customer behaviour and experience, making our apps run better. All this vital information will help to shape our digital strategy now and in the future.”
Jeremy Duggan, vice president of AppDynamics EMEA, said: “Mobile betting is exploding, and multi channel gaming is the future of the industry.
“For the World Cup alone, our recent app attention span study showed that an estimated £500 million was to be bet online in the UK. It also showed that betting platforms can’t afford to crash - every millisecond counts.
“The need for an APM solution to proactively prevent this, while enhancing customer experience and IT operations, is greater than ever. We look forward to helping Paddy Power harness the application intelligence provided by our technology to fulfill this need and continue to grow.”
Paddy Power, along with William Hill, Coral and Ladbrokes agreed to operate under a voluntary watchdog, restricting ads for gambling on TV before 9pm and devoting a fifth of shop front advertising to responsible gambling messages.