BOYLE Sports has partnered with Amazon Web Services (AWS) to migrate to a flexible cloud-based infrastructure, as the bookmaker seeks to support its expansion, strengthen its data platform and accelerate the use of artificial intelligence across its business.
The partnership follows BOYLE Sports’ £100 million ($136 million) investment in the UK market last year and is intended to support the company’s continued growth.
Under the agreement, BOYLE Sports will use AWS’s cloud services to scale computing capacity during periods of peak demand, including major sporting events such as the Cheltenham Festival and the Grand National, with the aim of improving operational efficiency and customer experience.
The technology investment is also expected to support enhancements to its digital offering, including products such as digital racecards and Smart ACCA, while enabling wider adoption of AI through AWS’s specialist AI teams and Bedrock services.
Jim Parkins, Chief Technology Officer at BOYLE Sports, said: “Our partnership with AWS gives us the flexibility and computing power we need to support our continued growth. We’re committed to investing in both smart technology and talented teams, and this is another step in making sure we can deliver a best-in-class experience for our customers, wherever and whenever they choose to bet with us.
“The integration will allow us to forecast demand and optimise performance, providing the scalable technology support needed for our current growth and continued expansion.”
The announcement also follows the opening of BOYLE Sports’ 400th retail shop in Galway as the bookmaker continues to expand its omni-channel betting operations.