Overview

The gaming and wagering industry is under unprecedented pressure, tighter regulations, rising player expectations, and zero tolerance for downtime or compliance failure. At the same time, operators must innovate faster, personalize experiences, and protect player trust across every channel.

TO THE NEW’s iGaming Center of Excellence (CoE) was created to help operators win in this environment. It is not just a delivery unit, it is a strategic hub combining domain expertise, engineering excellence, and innovation to build gaming platforms that are resilient, compliant, and future-ready. With over a decade of experience across gaming, data, and digital platforms, and delivery teams supporting clients across 25+ global locations, our CoE enables operators to:

  • Modernize legacy platforms without business disruption
  • Launch new experiences faster and safer
  • Navigate regulatory complexity with confidence
  • Increase player lifetime value through intelligent engagement

  • 200+

    iGaming SMEs and certified gambling testers

  • Ready-to-use

    accelerators and demonstrators for faster GTM

  • Experience

    in Unity & Unreal platforms for 3D/interactive gaming

  • Faster

    launch cycles for new features and experiences

  • Improved

    operational efficiency and cross-team collaboration

  • Enhanced

    player satisfaction, loyalty, and reduced churn

Our vision: Engineering the future of gaming

At TO THE NEW, we believe that iGaming success is not just about going digital - it’s about building trust, sustainability, and innovation at scale. Our goal is simple - to make every aspect smarter, safer, and more rewarding for both operators and players.

Our iGaming CoE exists to help operators:

  • Innovate responsibly through AI and automation

  • Protect players with built-in compliance and safeguards

  • Deliver seamless omnichannel experiences

  • Ensure platforms remain resilient under extreme load

  • Use data to drive smarter commercial decisions

This vision is executed through a structured model that connects innovation with execution and compliance.

Pillars of the iGaming center of excellence

Research & innovation

  • Accelerators and rapid prototyping
  • Thought leadership, blogs, and whitepapers
  • Trend analysis and industry forecasting

Architecture & design

  • Ecosystem solutioning and platform architecture
  • Omnichannel platform design and development
  • System and vendor integrations

Delivery & ways of working

  • Regulation- and compliance-oriented delivery
  • Agile delivery frameworks
  • Industry-certified teams

Consulting & compliance

  • Platform classification and maturity models
  • Technology, infrastructure, and marketing audits
  • Competitive and market analysis

Community & collaboration

  • Partnerships with platforms and operators
  • Meetups, webinars, and joint innovation programs
  • Capability co-development with hyperscalers

Our iGaming capabilities across verticles

Our Center of Excellence unifies vertical domain depth with horizontal technology expertise, enabling secure, omnichannel, data-driven experiences across the gaming ecosystem.

01 Sports innovation

We help global sports operators deliver fast, immersive, and responsible sports betting experiences across web, mobile, and retail. From live betting to micro-markets, our solutions combine design-led engineering with real-time data analytics.

Highlights

Same Game Multi (SGM) and in-play betting engines
Real-time data integrations across NBA, AFL, NRL, EPL, and global soccer
AI-driven personalization and micro-market experiences
Responsible gaming controls: deposit limits, self-exclusion, NSER
Unified analytics using Adobe Analytics
Learn more

02 Racing excellence

Racing experiences demand precision, speed, and scale and our CoE delivers exactly that. We build robust, real-time racing platforms that ensure seamless odds delivery, race visualization, and betting operations at massive scale.

Highlights

Omnichannel racing platforms with live data pipelines
Horse, greyhound, and harness racing integrations
Interactive predictors like “Yay or Neigh”
Live odds dashboards and video streaming
Automated payout and settlement engines
AWS-native scalability supporting peak loads
Learn more

03 Lotteries reimagined

Our CoE has transformed digital lotteries into intuitive, secure, and high-performance ecosystems that engage players while maintaining regulatory excellence. We’ve helped leading lottery operators modernize legacy systems and introduce innovative digital features.

Highlights

Omnichannel lottery platforms with sub-0.3% crash rates
Digital Store Syndicates and Scratch-It experiences
Engagement features like “Play It Again” and “Hot & Cold”
Multi-factor authentication and CAPTCHA
AI-powered assistants for draw updates and FAQs
24x7 SLA-driven operations and governance
Learn more

04 Gaming experiences

Beyond lotteries and racing, we bring innovation to casual and skill-based gaming by merging data, design, and gamification to elevate player experience. Our expertise helps clients build loyalty-driven, secure, and personalized gaming ecosystems.

Highlights

High-performance gaming platforms optimized for retention
Behavioral analytics and personalized offers
Cross-platform web and mobile architectures
Secure payments and fraud prevention
Unified UX and accessibility frameworks
Compliance with global Responsible Gaming standards
Learn more

What we offer: Expertise that powers the iGaming ecosystem

Our Center of Excellence operates at the intersection of technology, compliance, and customer experience, offering specialized capabilities across key areas of the gaming lifecycle. The fusion of vert

03 Quality engineering & performance assurance

Quality engineering & performance assurance

We ensure iGaming platforms perform reliably under extreme load, especially during peak wagering events.

  • Cloud-native performance testing
  • Security testing for payment gateways and APIs
  • Load and stress simulation for wagering events
  • Test automation frameworks tailored for iGaming
Learn more

Innovation from our labs

Our Innovation Lab transforms industry challenges into production-ready solutions through structured experimentation, hackathons, and PoCs.

We apply design thinking and creative methods such as Reverse Brainstorming and S.C.A.M.P.E.R. to rapidly validate ideas and convert them into product features.

Our iGaming CoE continuously experiments with emerging technologies to create proprietary accelerators. These accelerators that demonstrate how we blend design thinking, AI, and domain knowledge to solve real industry challenges.

Some of Our Flagship Accelerators

TOTHEBET

A next-gen betting app that reimagines the user experience with a unified, intuitive, and innovation-driven design showcasing best practices in personalization, and omnichannel engagement.

TOTHEBET

Regulatory Leadership & Industry Collaboration

Our CoE drives continuous improvement through:

  • Thought Leadership Blogs, whitepapers, and forecasts on trends like AI in iGaming, responsible gambling, and betting analytics

  • Consulting & Compliance Audits: Market maturity assessments, risk reviews, and tech audits

  • Community Engagement Partner meetups, hackathons, and joint solutioning with hyperscalers

  • Delivery Excellence Agile, compliant, and design-led delivery models certified for the gambling industry

Why partner with TO THE NEW

We know your pains and expectations and provide tailored iGaming solutions for your businesses.

  • Proven expertise across Sports, Racing, Lotteries, and Gaming

  • End-to-end product engineering from concept to cloud

  • Strong foundation in AI, Cloud, Data, and UX

  • Deep understanding of regional regulations and compliance

  • Track record of long-term client partnerships and measurable outcomes

The future of iGaming starts here

Our iGaming Center of Excellence is not just an innovation lab - it’s a strategic partnership hub for operators, regulators, and technology leaders looking to build the next era of trusted, intelligent gaming. We don’t just build gaming platforms, we help reimagine the gaming experience for a connected, compliant, and intelligent future. 

Whether you’re modernizing your platform, launching new games, or rethinking compliance and player protection - we’re ready to co-innovate.