The new platform has been produced by Stride Gaming, which Rank acquired in 2019. The in-house production of new online services will update the customer experience.
Rank says this is but the start of many improvements and innovations that are upcoming as part of a revamp to its wider services.
Other improvements scheduled for release include creating a seamless experience for players transitioning between land-based and online gameplay. The company wants to fully integrate its services at Grosvenor while offering new initiatives across sports, slots and jackpots.
New free-to-play games will also be rolled out to Rank’s customers at Grosvenor, as well as updates to live casino and bingo experiences for players. The operator says the goal of these updates is to accelerate personalisation for digital and cross-channel customers.
Rank Interactive Managing Director Jon Martin said: “The migration onto our proprietary platform marks a significant landmark on our journey towards delivering a seamless cross-channel experience for our customers.
“It was a huge piece of work requiring over 400 team members working across five continents, and I am delighted that the team was able to complete it on time and without inconveniencing our customers. It brings to an end our timetable of group-wide migrations onto the Stride platforms which now, in turn, frees up valuable capacity to deliver a host of innovative customer-oriented improvements.
“We are excited about the capabilities that the migration will unlock and the material improvements which our customers will now start to enjoy.”