BetCloud – A Fully Customisable iGaming Platform for Modern Bookmakers
Next to Play
BetCloud set out to launch a white-label iGaming platform with serious scale — built for traders, bookmakers, and sports fans alike. But when we joined the project, the tech was struggling to keep up.
Every new brand meant a fresh feature branch. The styling system was rigid. Even small changes became major undertakings. The product couldn’t scale — and the business couldn’t wait.
We stepped in to rebuild the frontend from the ground up, introducing schema-driven theming, scalable architecture, and a cross-platform design system that turned chaos into clarity.
A fast, flexible foundation — ready for hundreds of brands.
Client
BetCloud
Services
- Scalable Frontend Architecture
- White-label Platform Design
- Cross-platform Mobile App Engineering
- Domain-specific Styling System
- Real-time Admin Dashboard
- Performance & Codebase Optimisation
- Product Strategy & Technical Recovery
Faster Brand Launches
New brands could go live in hours — not weeks.
True White-labelling
Fully customisable experiences, built from a single codebase.
Improved Platform Stability
Outdated systems replaced with reliable, modern architecture.
Future-ready Architecture
Schema-driven system built for scale, iteration, and control.
The Challenge
BetCloud’s original platform had been built by an external agency, but the architecture was already cracking under pressure.
Each white-label brand required a separate branch. The styling system was tightly coupled and outdated. Performance issues were stacking up. Nothing about the frontend was built to scale.
With investor pressure mounting and time slipping away, BetCloud needed a rebuild — without hitting pause on growth.
Our Approach
We scrapped the fragile branch-based theming model and rebuilt the entire front-end system around schema-driven design — inspired by extensible platforms like Shopify.
Each brand could now inject a JSON-based schema that defined styles, layout structure, animations, and even micro-interactions — all from a shared base UI. No more duplicated logic, no more painful releases.
On mobile, we built a domain-specific styling engine on top of React Native — making deep white-labelling possible across iOS and Android from a single codebase.
The result: full visual flexibility, with speed and consistency baked in.
The Platform
We didn’t just rebuild the UI — we reimagined the product experience across web, mobile, and admin. From punters placing bets to bookmakers managing brands, BetCloud was engineered to work beautifully at every layer.
Web Application
The punter-facing web app was rebuilt with React and TailwindCSS, using a schema-driven approach to control layout, components, and styling on a per-brand basis.
Each bookmaker’s site could look and feel completely different — without touching core logic. From colour and typography to layout and animation, everything was customisable via config.
- Schema-based theming and layout control
- Brand-specific animations and micro-interactions
- Rapid brand rollout from a single shared codebase
- Performance-tuned frontend with visual flexibility
The result? Brands launched in hours — not weeks. And every site felt handcrafted.
Mobile Application
White-labelling on mobile is a different beast — especially with React Native. But we made it work.
We built a custom styling system on top of React Native’s StyleSheet — a domain-specific engine that translated JSON schemas into branded UI components. Everything from border radius to gradients could be defined without writing new code.
- Schema-driven layout and styling engine
- Single codebase, multiple branded apps
- No cross-brand style leakage
- High performance across both iOS and Android
One system. Infinite brand expressions. Built for scale — and speed.
Back Office Portal
Behind every branded experience was a powerful back-office dashboard — giving traders and bookies full control.
We upgraded the admin tools for real-time odds management, customer accounts, and future visual customisation. All built to match the same modular philosophy as the front end.
- Live event and odds control
- User and payment management
- Platform performance monitoring
- Visual config options for punter-facing UI (planned)
This wasn’t just admin — it was operational leverage.
Performance & Outcomes
The shift to schema-based theming unlocked a completely new delivery pace. What used to take weeks — building each new brand from scratch — now took hours.
Crash reports dropped. UI polish went up. Bookmakers could see and approve their branded environment in days, not months.
- New brand rollouts reduced from weeks to hours
- Shared component system across web and mobile
- Custom UX per client without duplicating logic
- Scalable architecture with strict visual isolation
The business could now grow faster — without sacrificing quality or stability.
Why It Worked
Most white-label platforms stop at colours and logos. We went further — building a system that gave each brand full creative control without code changes.
This approach didn’t just scale the tech. It scaled the business. And it gave BetCloud a genuine edge in a crowded market.
Let’s Fix the Foundation
If your platform is struggling to scale, launch new brands, or keep performance consistent — we can help. Let’s talk about building something that actually works at scale.
What Happens If You Don’t Fix It?
When white-labelling gets messy, everything slows down. Features take longer. Bugs creep in. Customers start noticing. At scale, the cracks start to show — fast.
BetCloud avoided all of that — by investing in a system that actually works at scale.
Behind the Build
Under the Hood
To make deep white-labelling possible on mobile, we built a custom rendering engine in React Native. Brand schemas — written in JSON — could describe full component trees, layouts, and props.
Here's an example schema fragment used to define a button:
{
"type": "Button",
"props": {
"radius": "lg",
"height": 8
},
"children": [
{
"type": "Gradient",
"props": {
"from": "rgba(0, 0, 0, 0.5)",
"to": "rgba(0, 0, 0, 0.9)"
},
"children": [
{
"type": "Text",
"props": {
"value": "Place Bet",
"color": "#fff"
}
}
]
}
]
}And here’s how it rendered at runtime in the app:
<Button radius="lg" height={8}>
<Gradient from="rgba(0, 0, 0, 0.5)" to="rgba(0, 0, 0, 0.9)">
<Text color="#fff">Place Bet</Text>
</Gradient>
</Button>
The renderer parsed schema files into actual React Native components, with styling and props generated dynamically at runtime. This gave us strict separation between brands — and made onboarding new ones fast and low-risk.
- Drop-in schemas = fast brand onboarding
- No code duplication between clients
- Designers and non-devs could contribute safely
- Theming went beyond colour — layout, structure, and interaction were all configurable
Most platforms theme with colours and logos. BetCloud went deeper — giving every client full creative control over how the app looked and felt.
Disclaimer: This project was originally undertaken by a founding engineer at Markex prior to the company’s formal launch. All work described was completed by Markex talent.