Betfred
56-58 Benson Road,
Birchwood, WA3 7PQ,
United Kingdom
Birchwood, WA3 7PQ,
United Kingdom
44 19 2587-8269
Leisure and Hospitality
Betfred Technographics
Betfred Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Betfred and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 10000 Betfred employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Betfred has purchased the following applications: Apple Pay for Payment Processing in 2020, Zellis MyView for Employee Self Service in 2020, Cisco Unified IP Phones for PBX, VoiP and Phone Systems in 2013 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Betfred is running and its propensity to invest more and deepen its relationship with Apple , Klarna , WorldPay or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Betfred revenues, which have grown to $13.00 billion in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Betfred intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Betfred Tech Stack and Enterprise Applications
Betfred ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Apple | Legacy | Apple Pay | Payment Processing | ERP | n/a | 2020 | 2020 |
In 2020, Betfred implemented Apple Pay for Payment Processing on its public website, integrating native Apple Pay checkout capabilities into the online wagering and account funding flows. The deployment targeted the consumer-facing web channel, enabling customers to initiate payments from Safari and compatible iOS devices using Apple Pay within Betfred's existing checkout pages.
The implementation centered on Apple Pay integration of client side payment buttons and merchant validation, leveraging Apple Pay JS to surface the payment sheet and collect cryptographic payment tokens and device authentication. Server side components were configured to accept Apple Pay payment tokens and forward them to Betfred's payment processing path for authorization and settlement, preserving the tokenization and authentication artifacts produced by Apple Pay.
Operationally the rollout focused on the online payments function and intersected with e commerce, fraud screening, and customer support processes to accommodate Apple Pay specific flows and error handling. Governance included updating payment acceptance rules and checkout validation logic to handle Apple Pay token payloads and merchant validation steps, while maintaining site level checkout orchestration and reconciliation alongside Betfred's broader payment operations.
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Payment Processing | ERP |
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2020 | 2020 |
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Payment Processing | ERP |
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2020 | 2020 |
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Betfred HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Zellis | Legacy | Zellis MyView | Employee Self Service | HCM | n/a | 2020 | 2020 |
In 2020, Betfred deployed Zellis MyView, an Employee Self Service application. The implementation exposes HR and payroll self-service through a web portal embedded on Betfred's website at https://betfred.hcm.zellis.com/myview/dashboard-ui/index.html#/landing, providing browser access to the company’s United Kingdom workforce and reflecting Betfred's approximately 10,000 employees.
Zellis MyView was configured to deliver core Employee Self Service functionality typical of the category, including payslip and payment history viewing, personal data maintenance, absence and leave requests, and transactional access to pay and tax information. The implementation emphasizes browser-based access and employee-initiated workflows, aligning with standard self-service catalog capabilities and role targeted UI presentation.
Operationally the portal surfaces HR and payroll data from Zellis systems to employee browsers, consolidating personnel and payroll record views into a single access layer. Access governance is implemented through role based access controls and HR approval workflows, centralizing routine personnel transactions and delegating administrative tasks to HR and payroll teams within Betfred.
Administration and ongoing configuration are managed through the Zellis MyView administrative console, enabling HR teams to update entitlements, adjust self-service forms, and manage content delivered on the portal. The deployment places employee self-service at the center of daily HR interaction, using Zellis MyView to standardize transactional HR and payroll touchpoints for Betfred’s UK operations.
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Workforce Management | HCM |
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2016 | 2016 |
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Betfred Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Cisco Systems | Legacy | Cisco Unified IP Phones | PBX, VoiP and Phone Systems | Collaboration | n/a | 2013 | 2013 |
In 2013 Betfred deployed Cisco Unified IP Phones as its core PBX, VoiP and Phone Systems solution to standardize voice across retail shops, the central service desk, and field support operations. The deployment was positioned to support shop-level customer service workflows and back-office communications within the United Kingdom retail estate, alongside broader IT responsibilities supporting a user base of more than 10,000 employees.
Configuration work emphasized centralized provisioning and handset configuration, standard call routing and voicemail capabilities, and role-based phone profiles consistent with PBX, VoiP and Phone Systems practices. The implementation included hands-on configuration of IP phones for Despatch workflows, and routine imaging and provisioning activity tied to site refits and upgrades.
Operational integration was managed in close coordination with telecom supplier BT and with Finsoft shop software stakeholders, reflecting explicit third-party supplier engagement during support and incident resolution. Phone configuration and user profile administration were performed alongside Active Directory account administration for a 10K plus user population, aligning telephony identifiers with enterprise user identities and service desk processes.
Governance and operational ownership rested with the internal service desk and field service teams, with first line support, SLA-driven incident handling, escalation to mobile engineers where required, and liaison with senior management for upgrade and refit scheduling. Support scope included troubleshooting of Cisco IP Phones at shop sites, issuance of field jobs, and integration of telephony incident workflows into existing service management practices.
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PBX, VoiP and Phone Systems | Collaboration |
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2013 | 2013 |
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PBX, VoiP and Phone Systems | Collaboration |
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2013 | 2013 |
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Betfred CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Call Center | CRM |
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2016 | 2016 |
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CRM | CRM |
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2025 | 2025 |
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Customer Analytics | CRM |
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2020 | 2020 |
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Customer Engagement | CRM |
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2014 | 2014 |
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Customer Engagement | CRM |
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2018 | 2018 |
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Customer Engagement | CRM |
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2018 | 2018 |
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Customer Experience | CRM |
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2018 | 2018 |
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Digital Advertising Platform | CRM |
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2014 | 2014 |
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Marketing Analytics | CRM |
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2019 | 2019 |
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Marketing Analytics | CRM |
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2020 | 2020 |
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Marketing Automation | CRM |
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2014 | 2014 |
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Betfred ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Performance Management | ITSM |
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2019 | 2019 |
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Remote Monitoring and Management | ITSM |
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2021 | 2021 |
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Betfred TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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AML, Fraud and Compliance | TRM |
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2014 | 2014 |
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Betfred IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2017 | 2017 |
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Application Hosting and Computing Services | IaaS |
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2015 | 2015 |
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Content Delivery Network | IaaS |
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2014 | 2014 |
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Betfred CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2017 | 2017 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2020 | 2020 |
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Web Application Firewalls (WAF) | CyberSecurity |
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2021 | 2021 |
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IT Decision Makers and Key Stakeholders at Betfred
| First Name | Last Name | Title | Function | Department | Phone | |
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Deputy Head of Digital Customer Service | Director | Customer Service | |
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Head Of Customer Marketing (Digital) | Director | Customer Service | |
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Customer Relationship Management Executive | CXO | Customer Service | |
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Head of Digital Compliance | Director | IT | |
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Head of Customer | Director | Customer Service | |
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Head of Customer Services | Director | Customer Service | |
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Customer Service Manager | Manager | Customer Service | |
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Senior CRM Executive | Director | IT | |
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Apps Being Evaluated by Betfred Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Betfred IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Betfred digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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| No data found | ||||||
FAQ - APPS RUN THE WORLD Betfred Technographics
Betfred is a Leisure and Hospitality organization based in United Kingdom,
with around 10000 employees and annual revenues of $13.00 billion.
Betfred operates a diverse technology stack with applications such as
Apple Pay, Zellis MyView and Cisco Unified IP Phones,
covering areas like Payment Processing, Employee Self Service and PBX, VoiP and Phone Systems.
Betfred has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as Apple, Zellis and Cisco Systems.
Betfred recently adopted applications including
HaloCRM in 2025, TeamViewer in 2021 and Imperva Sonar in 2021,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Betfred’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Betfred’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Betfred technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.