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Sky Bet uses Cloudera Enterprise to deliver real-time services and targeted promotions that improve the customer experience and increase revenue.

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Sky Betting and Gaming (Sky Bet), is one of the biggest online gaming companies in the UK, based on both volumes and revenue. Millions of customers use Sky Bet to bet on sporting events across thousands of markets, including football and horse racing, and to also play poker, casino, and bingo games. The company is owned by CVC Capital Partners (80 percent) and Sky (20 percent).

When Sky Bet first came to market, it shared an enterprise data warehouse (EDW) with its parent company. However, as Sky Bet grew, executives recognized that a traditional EDW platform could not provide the scalability and performance the company needed to support its dynamic business.


Sky Bet modernized its architecture by replacing a traditional enterprise data warehouse with the Cloudera platform to reduce the time to ingest, process, and analyze data, and to implement real-time processing and machine learning.

We can now run highly complex queries that were either not possible on the old platform or would literally take 10 hours to run. We now run those in far shorter periods and that’s given us deeper insight into our business.

Andy Walton, Head of Data, Sky Betting and Gaming


By moving to intraday data processing on the Cloudera platform, Sky Bet has dramatically cut the time to fulfill promotions.

Promotions are massively important to our customers and our business...We can now calculate and fulfill rewards for over 100,000 customers in around 10 minutes instead of next day, and we’ll soon move to a world in which we process these transactions in seconds.

Andy Walton, Head of Data, Sky Betting and Gaming

With the ability to also assess key marketing opportunities in real time, including propensity to buy, cross-sale opportunities, and customer value, the company expects even more opportunities to improve the customer experience.

Our ability to make decisions in real-time is a massive opportunity. For example, if we have two customers with five losing bets in a row, and our models show that one has a high propensity to churn, we’ll be able to deliver a strong offer to that individual to help increase retention.

Andy Walton, Head of Data, Sky Betting and Gaming

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