Betsim ledgers are only as good as your company’s bookkeeping system, and they’re certainly not indestructible. When the time comes for a company to rebuild from the ground up, the scars of the last big bang linger on. That’s certainly been the case for Sportsbetting.com. In an unfortunate turn of events, the company became the victim of a fraudulent e-mail that set in motion events that would force a complete rebranding.
The Early Years
Established in 1997, Sportsbetting.com quickly became the industry leader in online betting with a stellar reputation. In fact, the company grew so rapidly that it became a $50 million USD business within just a few years of inception.
During those years, the company was a dominant player in a number of different sports including cricket, rugby, and Formula 1, which at the time was the most popular spectator sport in the UK. The firm also became a major player in American sports including the NFL, NHL, and Major League Baseball.
Even today, many football fans in America remember Sportsbetting.com’s slogan from back in the day: “Worldwide Leader in Sports Betting and Gaming.”
The Rebranding
In January of this year, after a $12 million USD rebranding exercise that included hiring a new CEO, the company finally chose to part company with its previous identity. On August 1st, 2019, the new Sportsbetting.com officially launched with a bang, replacing the old site altogether.
A sleek, modern feel greeted visitors to the new site, packed with useful features. Whether you’re a recreational gambler searching for NFL betting odds or a professional sports bettor looking for up-to-date cricket betting stats, the new Sportsbetting.com had what you’re looking for.
The firm’s move to a new platform was a smart one. By leveraging Amazon Web Services and other state-of-the-art technology, the company was able to rapidly roll out the new platform while minimising the amount of stress on staff.
The Competition
While the world of online betting is dominated by a handful of industry titans, there are always challengers looking to buck the trend. Sportsbetting.com’s move to a new platform and sleek, modern design was undoubtedly aimed at attracting more users and encouraging repeat visits.
Whether it was due to tight competition or savvy business planning, Sportsbetting.com’s new platform gained them a significant audience. In fact, the firm enjoyed such a large audience that it was frequently the target of DDoS (Denial of Service) attacks due to increased server load.
Ultimately, what happened to Sportsbetting.com is a cautionary tale for any business, especially one that’s become complacent with success.
If your business is at all susceptible to such attacks, you might want to consider moving to a more traditional hosting platform or at least beefing up your anti-botting measures. A large audience is no longer a liability; it’s an asset.