Success Story
In-House Expertise to Guide Bally’s Braze Migration
Tap’s Braze experience enabled Bally’s to migrate 6 UK ventures and millions of monthly users, getting a user-friendly platform and a team ready to own it.
Industry
iGaming
Date delivered
May 2025
Length of project
6 months
Solution provided
Understanding customers as individuals, Delivering personalised CX at scale, Connecting Customer Journeys Across Channels
The Project
With their legacy platform licence nearing its end, Bally’s Corporation decided to migrate customer engagement to Braze. It’s user-friendly, packed with features, and better for managing certain kinds of journeys. Our mission was to make the transition seamless. We weren’t just there to “lift and shift”. We were tasked with setting them up for long-term success by showing them how to maximise the potential of their new tech.
The Challenge
Migrating enterprise marketing platforms is never plug-and-play. Bally’s team knew what they wanted to achieve, but they didn’t know Braze. They had:
- A complex setup with 6 UK and 2 Spanish ventures, each running 10-20 regular campaigns.
- Data that needed careful mapping from the old system to Braze, since the systems handle custom attributes and events differently.
- A large team who needed to be confident using Braze – fast.
- Bespoke web personalisation and reward pop-ups that needed to be re-engineered.
- Limited knowledge of Braze features and low confidence going it alone.
- Complex testing requirements to prove the effectiveness of customer bonuses.
There were lots of stakeholders, which added a dimension of complexity. We worked across Bally’s business with data, product, marketing and MarTech teams, CRM managers, and project managers.
The Solution
As Bally’s resident Braze migration experts, we brought structure, speed, and support to an ambitious digital transformation project:
- Rebuilt 100+ customer journeys as bespoke Braze canvases, troubleshooting, consolidating, and optimising along the way.
- Migrated 70+ operational and transactional notifications into Braze campaigns.
- Leveraged webhooks and third-party APIs to deliver personalised experiences.
- Implemented API alerts to catch issues and missed engagement opportunities in real-time.
- Provided hands-on training as we developed new campaigns and functionality.
- Complex IP warming project spanning multiple ventures at once.
- Ongoing involvement in email deliverability calls
We completed the Braze migration in May 2025. Separately (but related), we also developed and deployed 65+ canvases in time for new rules around opt-in marketing that came into effect on 1 May 2025. This was a government-mandated deadline to comply with new regulation. By handling it in time and to a high standard, we helped Bally’s avoid the risks of large fines and lost revenue.
The Results
We’re proud to have helped Bally’s not just switch enterprise marketing platforms but unlock Braze’s full potential:
- 6 UK and 2 EU ventures, each with unique market requirements, migrated on time and within budget.
- 100+ campaigns rebuilt as journeys in Braze’s “Canvas” feature, creating strategic journey canvases spanning every part of the customer lifecycle. .
- 70+ critical notifications re-created in Braze’s “Campaign” tool, enabling speed and compliance.
- 20+ Bally’s team members across 4 teams mentored and trained in Braze for smooth adoption and long-term success.
- Fewer errors, no email deliverability decline, and faster API issue alerts.
- Back-end optimisations including reporting, workflow improvements, and customer journey logic.
As with any enterprise marketing platform, Braze presents several ways to do the same work. We can confidently say that Bally’s now follows the most efficient and effective approach, with a platform that’s geared for growth
