Delasport Global Sales Director Reece Calderbank explains how the company’s integration with Betable has evolved from a technology partnership into a proven launch model - one that enabled an additional sportsbook brand to go live in less than a month.
The iGaming industry talks a lot about technology being flexible, modular and scalable. But the real test comes after the first integration is complete: how quickly can you launch the next brand?
Through the partnership between Betable and Delasport, eight brands are already live in the UK. And once the core integration was established, an additional brand was brought to market in less than one month.
Eight brands are already live through the Betable-Delasport integration. What does that tell you?
Reece: The real proof of scalability comes after the first launch.
Connecting two platforms once is important, but the bigger question is whether that same foundation can support the next brand without starting again from scratch.
That is what we have achieved with Betable. The core integration between its wider platform and Delasport’s sportsbook is already in place and proven. When a new brand is ready to launch, we can focus on what makes that proposition unique rather than rebuilding the technology underneath it.
Eight live brands show that this is no longer just an integration. It is a repeatable launch model.
One additional brand in the UK went live in less than two weeks. What made that possible?
Reece: We were not starting from a blank page.
The core connections between Betable’s platform and our sportsbook had already been built, tested and proven in a live environment. That includes critical areas such as the account, wallet and wider player journey.
So instead of spending time rebuilding those foundations, the teams could focus on the new brand itself - its configuration, content, branding, testing and operational readiness.
That is where the speed came from.
We removed duplicated technical work and concentrated on what actually needed to change. As a result, the brand moved from launch preparation to go-live in less than one month.
Does moving faster mean every brand ends up with the same sportsbook?
Reece: Not at all.
A reusable foundation should make launches more efficient, not make brands look or feel the same.
The underlying technology can remain consistent while the player-facing experience is tailored around the operator. Each brand can decide how its sportsbook looks, which content is prioritised and how the overall proposition reflects its audience and commercial strategy.
The foundation stays proven and stable. The experience remains individual.
Which parts of the model can be reused?
Reece: The core integration between Delasport’s sportsbook and Betable’s wider platform.
Betable provides the broader ecosystem across areas such as player account management, casino, CRM, payments, compliance and operations. Delasport provides the sportsbook layer, including sports coverage, native horse racing, in-play betting, personalisation, engagement tools and risk management.
Once those systems are successfully connected, there is no reason to treat every additional brand as a completely new integration project.
The framework already exists. From there, the focus moves to configuration, testing, and the requirements of the individual brand.
How do you maintain quality when the launch window is so short?
Reece: Speed should come from removing repetition, not removing controls.
The core integration has already been tested through previous launches and live operation, which removes a significant amount of technical uncertainty.
But every new brand still goes through the right configuration, validation, testing, and readiness processes.
The quick launches happened because the model was proven, and the teams knew how to execute it efficiently - not because steps were skipped.
How important was the collaboration between Betable and Delasport?
Reece: It was critical.
A repeatable technical model only works if the operating model is just as strong.
Both teams need clear ownership, fast communication, and a shared understanding of how a brand moves from configuration through testing and into launch.
When everyone understands their responsibilities and decisions can be made quickly, the entire process becomes much more efficient.
The technology created the foundation. The way the two teams worked together allowed us to make full use of it.
Why does this matter commercially for operators?
Reece: Because market opportunities do not wait for long integration projects.
Operators may want to launch another brand, enter a new market, or respond quickly to a commercial opportunity. If every move requires another major technical programme, technology becomes a barrier to growth.
A reusable model changes that.
It gives operators a faster and more predictable route to market because they are building on a foundation that is already live and proven across multiple brands.
That is ultimately what scalable technology should do: make growth easier, not more complicated.
What does this prove beyond speed to market?
Reece: It proves that scale does not have to mean more complexity.
Without a common foundation, eight brands could mean eight separate implementations, more technical dependencies, and more maintenance.
With a reusable model, the portfolio can grow while much of the underlying technology remains consistent.
That helps with launch speed, but it also makes ongoing support, product development and the rollout of future capabilities more efficient.
How would you summarise what the Betable integration has achieved?
Reece: The partnership has moved well beyond its original integration phase.
We now have a proven route for launching sportsbook brands on top of an established technical foundation.
Eight live brands demonstrate that the model scales. Bringing another brand to the market quickly demonstrates how quickly it can scale.
That is the real achievement: not simply connecting two technologies but creating a launch model that gives operators a faster, simpler and more predictable path to growth.
From integration to launch infrastructure
The first launch proved the integration worked. The launches that followed proved it could scale.
And the latest launch proved something even more important: once the right foundation is in place, growth does not have to start from scratch.
