Presentation given at API Strategy and Practice Conference in Amsterdam 2014. Focuses on the challenges and opportunities within an Enterprise to pursue innovation through OPEN API. This particular case study centers around Unibet - a leading online gambling company in Europe.

1. Pooja.capellos@unibet.com
@PoojaCapellos
Pursuing Innovation through OPEN API
Pooja Capellos

2. SPORTSBOO
K
CASINO POKER
Unibet Product Offering

3. Unibet Customer Base
Over 8.6M
customers
Licensed in 7
jurisdictions
Site offered in 20
languages

4. Unibet Ecosystem
Casino Games
Suppliers
B2B/SPORTSBOOK

5. Drivers for
Open API
Our First
Content APIs
Key Insights
Growth
Opportunities

6. Why OPEN API?

7. Drivers for OPEN API
Provide
Innovative
Experiences
Cater for Niche
Markets
Expand
our digital
offering
Engage in
new channels
Tailor
Personalised
Experiences
CUSTOMERS

8. Our First Content APIs
• Simplified our development
• Increased our control
• Created more demand
• Enabled our partners to innovate

9. Applications of Unibet Content APIs

10. Key Insights
API initiatives must be aligned to
strategic business vision

11. OPEN API is not always understood

12. Key Insights
Provide education across the business

13. Concern and Fear of exposing APIs

14. Key Insights
Involve Security and Legal as early as
possible

15. Security and Legal
• Communication is key
• Understand context of data
• Provide examples of visibility
• Establish governance process

16. Key Insights
Agree on versioning strategies and
SLAs across internal teams & with your
suppliers

17. Key Insights
Invest time and resources in your
developer portal

18. Build OPEN API using an Agile
Approach
EVALUATE
ANALYZE
DESIGN
DEVELOP
IMPLEMENT

20. Growth Opportunities

21. Augmented Reality & Second Screen

22. Final Thoughts
• Build strong technical foundations
• Communicate across all aspects of your
business
• Know that do you not know…so be Agile!
• Explore the opportunities

23. “It is literally true that you can succeed best and
quickest by helping others to succeed.”
— Napoleon Hill

24. Pooja.capellos@unibet.com
@PoojaCapellos
Pursuing Innovation through OPEN API
Pooja Capellos