Global Betting Company Migrates SSAS to Kyvos

About The Customer

A global leader in sports betting and gaming entertainment

One of the world’s largest sports betting and gaming groups, expanding aggressively through mergers and acquisitions. With a global portfolio of 35+ consumer-facing brands, the organization serves a diverse customer base across 30+ licensed jurisdictions. The group generates over £5 billion in annual net gaming revenue, underscoring the high volume of betting and gaming activity handled across its platforms.

Challenges

Legacy tool limits made it difficult to scale analytics with growing data

As the organization expanded into new markets and onboarded additional brands, the plan was to integrate all data into the existing BI stack. However, the legacy SSAS environment had reached its architectural limits, creating significant performance and scalability challenges.

Inability to accommodate additional data: The growing volume of multi-brand, multi-market data pushed their existing architecture beyond capacity, leaving it unable to support rising dataset sizes or future analytical demands.

Slow queries and user lockouts during peak periods: High concurrency, especially during major events, overloaded the system and led to slow query responses.

Delayed access to fresh data: Long processing windows meant that updated metrics and reports were not available when teams needed them.

Data model size restrictions blocked further expansion: Could not incorporate more dimensions, measures and historical data.

Business Goals

Building a unified, scalable analytics foundation across all brands and markets

With multiple mergers and acquisitions introducing different BI tools and data strategies, the organization needed to modernize its analytics ecosystem. They wanted to:

Create a holistic view of the business by unifying data from all acquired brands and legacy systems.

Consolidated BI across all brands and group companies to provide consistent user experience.

Enable targeted engagement and retention strategies through player-level analytics across brands and markets.

Move to a fast, cost-effective solution that could eliminate SSAS limitations and support large-scale, multi-year datasets.

Adopt a cloud-native architecture that runs seamlessly within Google Cloud (GCP) and leverages its elasticity and performance.

Build an analytics platform ready for future expansion, capable of onboarding new brands and territories without re-engineering or performance bottlenecks.

How Kyvos Helped

Replacing SSAS with Cloud-Native Multidimensional Analytics at Scale

Kyvos enabled the organization to modernize its analytics by creating a high-performance semantic layer directly on top of their Parquet data in Google Cloud. This eliminated the limitations of SSAS and provided instant, scalable access to over 30TB of customer and transaction data.

Consolidated view: Kyvos’ AI-powered smart aggregation technology allowed them to consolidate 2.5 years of revenue and customer activity data across 25 million player IDs across 900 brands into a single unified model. The model included daily KPIs by brand, geography, product and customer, without hitting storage or compute constraints.

Faster, multidimensional analytics at scale: Teams can analyze years of data interactively across multiple dimensions and get sub-10-second query performance. Kyvos enabled richer insights with period-over-period comparisons, slice and dice, pivot and drill down to better understand KPIs such as turnover, bonus costs, gaming revenue, net deposit amount and many more. This helped analysts to segment 25M players, identify high-value and at-risk users, and drive targeted engagement and smarter marketing spend across brands.

Automated model orchestration and incremental refresh: Building data model and refresh processes are automated using REST APIs, reducing manual intervention and improving operational efficiency. Every day, only the new or updated data is processed. The update process is aligned seamlessly with the data loading layer.

Seamless BI connectivity: Kyvos connected with their existing BI tools, including Excel, Power BI and Tableau, allowing users to continue working in familiar interfaces while benefiting from highly improved query performance.

Cloud-native: Running natively in the GCP environment, Kyvos delivered elastic compute, high concurrency and massive storage to support future expansion across brands and geographies.

Secure access: Kyvos ensured enterprise-grade governance and security by enabling integration with Active Directory and domain authentication and streamlined access through single sign-on.

Monitoring and notifications: Built-in notification services provide visibility into system activity and user behavior, helping teams monitor workloads and usage patterns.