Content
Online betting company taps Datapath to manage video content
June 5, 2025
BetFred, an online betting company based in the U.K., has tapped Datapath for content management for its digital signage footprint at its 50,000-square-foot headquarters in Warrington.
The company wanted to improve its digital signage messaging, with several displays in prominent positions throughout the building. Content was to come from a variety of sources, including employee messages, news, live TV and company information.
Consisting of two 4x3 video walls in the main office area and a 3x2 video wall, plus a single display, in the reception area, the requirement was to use a single user interface for control of content across all displays.
"When our CEO, Joanne Whittaker, decided to embark on a huge refurb for our head office operation, she invested about £10 million in turning this iconic building, which goes back to the 1970s, into something that was really going to appeal to our employees," Duncan McDonald, head of retail support at BetFred, said in the release.
"From a technology standpoint, it needed to spark innovation and stimulate growth & creativity among our teams. Our relationship with Datapath goes back nearly ten years — to when we asked them to help with our sportsbook installations in America. For us, Datapath was the obvious choice. We needed that wow factor. We needed, something that turned people's heads and gave them a positive place to focus for employee news, for live TV, for information about the company and its goals as well as targets and things that we're working on," McDonald said in the release.
At the heart of the video management, and working in tandem, are Datapath's VSN V3 video wall controller, along with a VSNMicro 600 supporting pixel management in BetFred's reception area.
Equipped with several Image 2K graphics cards and VisionSC-HD4 capture cards, the system allows for full 'any content, anywhere' capability, with Aetria-WC-PRO software allowing operators to easily switch content sources or display templates.
Following installation, Datapath provided a comprehensive commissioning service to BetFred staff, giving them side-by-side support to ensure optimal efficiency with bespoke templates and layouts, as well as ensuring operators had instant access to the tools required for full display control. During the commissioning phase, any pain points can be addressed, giving complete peace of mind to BetFred's end users.
"We are both proud and delighted to see our Aetria platform being utilized by the fine people at BetFred. The project has been a delight to be involved with from start to finish and the stunning transformation of Warrington's Spectrum building has been a real eye-opener. Using Aetria, visitors and staff now have flexible digital content to keep them both informed and engaged in an environment that is fitting for one of the world's biggest online bookmakers," Adam Marsden, Datapath sales manager for U.K. and Ireland, said in the release.
