The client

Entain is one of the world’s largest international sports betting and gaming groups, operating in regulated and regulating online and retail markets. An FTSE 100 company, it is home to 40+ leading brands globally.

Market trends

The sports betting and gaming industry is witnessing explosive growth in data generation, with personalized gaming experiences, stringent regulatory requirements, and operational efficiency taking center stage. To keep pace with this evolving landscape, companies are adopting cloud data ecosystem platforms to enhance their data-driven and AI capabilities, meet regulatory compliance, and improve betting experiences. For a global leader like Entain, known for its 40+ brands and worldwide presence, staying ahead required an overhaul of its outdated legacy data infrastructure with a robust data modernization strategy.

Entain Wins Big with a Future-Proof, Cloud-First Data Ecosystem

Challenges

As a data-driven organization, Entain depended on timely insights to enhance player experiences, ensure regulatory compliance, and support real-time decision-making. However, its legacy on-premises platform, Teradata, presented several significant challenges, including:

High latency

Resource constraints in the on-prem model and multiple data movement hops caused delays that hindered data processing, access and analytics. Jobs were queued up and there were delays every morning.

Data redundancy

Redundant data across systems inflated storage costs, inefficiencies, and operational overhead.

Lack of scalability

The legacy architecture was unable to meet the demands of modern workloads across Entain’s broad portfolio of 40+ iconic brands, each holding strong positions in domestic markets. It also fell short of supporting future innovations in a highly diversified ecosystem spanning geographies, products, and customer segments.

With over 40 brands operating in highly dynamic, regulated markets, Entain needed a scalable, cloud-native data ecosystem to stay competitive and future-ready.

Solution

Entain partnered with LTIMindtree to execute one of the largest and most complex Snowflake migrations globally. LTIMindtree transformed Entain’s data ecosystem from its legacy Teradata platform to Snowflake’s cloud-native architecture on AWS, ensuring a seamless transition for all data-intensive operations across its 40+ brands. This effort was part of Entain’s broader data modernization strategy, aligning business goals with technology transformation. Key highlights of the transformation included:

Scalable architecture

Snowflake was chosen as platform of choice for its elastic computing and storage capabilities for high-performance data operations. LTIMindtree was selected as a preferred Snowflake services partner.

Lift-and-shift cloud migration

Migrated over 350 terabytes (TB) of data from Teradata and Hadoop data platforms to Snowflake Data Cloud using LTIMindtree PolarSled, our proprietary accelerator. This ensured smooth, error-free, and rapid migration with minimal manual intervention.

Re-engineering workflows

We re-engineered Python + Airflow orchestration workflows and transformed Informatica PowerCenter ETLs to Informatica Intelligent Data Management Cloud (IDMC).

Swift migration

LTIMindtree PolarSled enabled a 70% faster migration compared to industry standards.

Automation reduced manual effort

Script-based automation for QA testing reduced manual effort by 40%, improving efficiency and minimizing human error.

This was a very high-stakes project, with an unprecedented scale for Snowflake. It entailed:

350+ TB of data migrated
20,000+ data objects
80% of legacy queries converted
Full integration of IDMC for data orchestration

This large-scale adoption was executed within 12 months, 60% faster than industry norms for similar scope, and in line with the initial plan and budget.

“Entain’s transformation is a testament to what’s possible with Snowflake’s Data Cloud. By leveraging the scalability and flexibility of our platform, alongside LTIMindtree’s unparalleled execution, we’ve collectively redefined how data can drive success in a data-intensive, highly regulated industry. This project is not just one of our largest, but also a benchmark for future innovations.”

— James Petter, SVP, EMEA, Snowflake

Tech stack

Snowflake, AWS, Informatica IDMC, Power BI, SSAS, Python, Airflow, Query surge

Business benefits

The lift-and-shift cloud migration from Entain’s legacy system to a modern cloud data ecosystem delivered a bold, enterprise-wide transformation—turning fragmented systems into a unified, AI-ready platform. This unlocked several key benefits:

Scalability

Snowflake’s cloud architecture allowed Entain to scale seamlessly with market demands, enabling real-time adjustments to products and services for an enhanced player experience. This agility contributed to over 70% customer satisfaction score, reflecting improved responsiveness, personalization, and platform performance. Snowflake’s architecture allowed Entain to scale computing and storage independently, supporting future growth and innovation as part of their data modernization strategy.
Read More

Operational Resilience

Zero business disruption during migration ensured uninterrupted services.

Better compliance

The new architecture ensures regulatory compliance for gaming and reduces operational risk, supporting Entain’s strategy of generating 100% of revenues from regulated and regulating markets.
Read More

Empowered teams

Data scientists and analysts could easily access required data from the unified, AI-ready platform. It streamlined processes by eliminating the time-consuming task of preparing or cleansing information from previously siloed systems. Business users receive key KPIs and reports up to 3 hours earlier than before, supporting faster, more informed decisions.
Read More

Self-service enablement

Multiple business and data teams were empowered with self-serve, AI-ready data products that improved productivity, supporting innovation across the business.
Read More

“This project was not just about migrating data–it was about enabling a new way of doing business. It has been transformative for Entain. I believe it is a unique and one-of-a-kind project of huge scale, and we are glad to share this journey with LTIMindtree and Snowflake. The process was faster and smoother than we anticipated, and the results speak for themselves. We’re now ready to tackle the future with a data ecosystem that scales with our ambition.”

— Perry Philipp, CDO, Entain

Conclusion

Entain’s lift-and-shift cloud migration was one of the most expansive and complex Snowflake implementations in the global gaming sector. More than a technical upgrade, it was a bold shift toward an intelligent, unified, and AI-ready data strategy, transforming gaming data into a future-proof cloud data ecosystem. By replacing fragmented legacy systems with a scalable, secure, and cloud-based data platform, Entain unlocked faster insights, stronger analytics capabilities, and laid the foundation for future innovation, including personalized gaming.

This transformation didn’t just modernize Entain’s data infrastructure — it redefined what’s possible at scale. With a cloud-first, AI-ready ecosystem in place, Entain is now equipped to sustain their position as an industry leader with greater agility, smarter insights, and the confidence to innovate faster.

“At LTIMindtree, we pride ourselves on solving complex challenges with precision and innovation. This collaboration with Entain and Snowflake stands as a shining example of how we can enable our clients to scale new heights, powered by a future-ready data ecosystem. The success of this project reinforces our position as a trusted strategic partner for global enterprises.”

— Srini Rao, EVP & Chief Business Officer – Europe, LTIMindtree

Ready to unlock the full potential of your data?

Discover how LTIMindtree can empower your organization with innovative solutions and Snowflake services. Contact us at info@ltimindtree.com to learn more.