bet365: Consolidating Systems and Scaling Test Execution with TestMu AI

Hillside Technology Limited, bet365s technology business continues to develop its Responsive website and Native applications to support the US market expansion Joanna Ward, their Head of Software Testing, knew the existing setup wouldn't scale. The company was pushing hundreds of releases weekly across sports betting, casino, and gaming platforms while serving millions of customers in 150+ countries.

But they were managing two separate testing platforms: one for browsers and one for mobile devices. This fragmented approach created performance bottlenecks, support challenges, and inefficiencies.

At the time of renewal, bet365 started evaluating vendors who could consolidate everything into a single platform. After a rigorous proof of concept, TestMu AI checked all the boxes; performance matching their release velocity, comprehensive device coverage for global markets, and support operating at their pace.

About bet365

bet365 pioneered in-play betting. It changed the sports wagering industry by allowing customers to place bets during live games rather than only before kickoff. Maintaining its global position has had its challenges where most competitors have grown through acquisition to achieve scale.

With a global workforce bet365 expertly operates a blend of COTS products (commercial off the shelf) and a proprietary technology stack that enables rapid localization and faster bet settlement than competitors.

Eliminating Two-Platform Fragmentation That Created Testing Bottlenecks

Due to rapid growth the technical teams needed to evaluate how it could scale its testing capabilities. The two separate solutions for browsers and mobile devices forced teams to constantly switch between systems to complete tests.

Having everything in one place suits us better. Otherwise, you're constantly switching between tools and products which naturally creates inefficiencies.

Joanna Ward
Head of Software Testing, bet365

TestMu AI provided a unified platform where bet365's entire UI testing organization could work from a single interface. Teams gained access to over 3,000 browser and OS combinations alongside 10,000+ real iOS and Android devices without switching systems.

This consolidation meant testers could run browser tests, mobile web tests, and native app tests from one app, reducing the cognitive load and eliminating the need to remember which platform hosted which test types.

Solving Performance and Reliability Issues That Slowed Release Velocity

TestMu AI's HyperExecute test orchestration platform addressed previous performance concerns through its proprietary architecture designed for speed and stability. The platform's "Just-in-Time" infrastructure provisioning and smart auto-split capabilities meant tests ran consistently without the lag that plagued the previous setup.

We've got the performance and availability from the tests running in automation. Even anecdotally, perception-wise, it's better. It's more stable.

Joanna Ward
Head of Software Testing, bet365

Device availability improved significantly, giving teams confidence they could access the devices they needed when they needed them.

Hillside Technology Limited reported measurably better stability and performance, with test execution becoming predictable enough to support tight release schedules across multiple products and markets simultaneously.

Accessing Support That Matched bet365's Operational Pace

We've had really good support with TestMu AI. A lot of the enhancements and issues we raised during the proof of concept were resolved quickly. The ones that weren't made it to a roadmap with agreed timeframes for resolution. When a vendor is delivering what you've asked for, broadly in the timeframe they committed to, it gives you confidence.

Joanna Ward
Head of Software Testing, Bet365

When immediate fixes weren't possible, they provided specific timelines and delivered on schedule. Testing teams weren't working around platform limitations. They had direct access to engineers who understood their setup and removed obstacles.

Scaling Testing for Regulated Market Expansion

As bet365's business expanded it required testing of localized experiences across vastly different markets. Each jurisdiction requires localized payment methods, region-specific compliance features, and authentication flows that vary by location.

The challenge previously wasn't the device quantity. They already had that bet365 needed wider device coverage where they could test workflows on devices that people actually use.

A payment flow working smoothly on an iPhone 15 might struggle on a three-year-old Android with limited memory. Authentication loading quickly on fiber might timeout on 3G connections (a network still common in emerging markets).

TestMu AI's 10,000+ device cloud spanned the hardware that bet365's global customers actually use. Teams tested on lower-end devices alongside flagship models.

We've got the availability of devices with LambdaTest (now TestMu AI). We've got the right sort of devices, and we've certainly not had any significant issues.

Joanna Ward
Head of Software Testing, bet365

They simulated network conditions matching different regions. When preparing new market launches, they tested on device profiles representing actual customer hardware rather than assuming premium device behavior applied everywhere.

The Impact

Twelve months after using TestMu AI, bet365's testing operations achieved measurable improvements across their organization:

• Unified Platform: Eliminated context-switching by consolidating browser, mobile web, and device testing into a single platform, simplifying training and operations.
• Consistent Performance: Resolved lag and session timeout issues, making test execution timelines predictable for hundreds of weekly releases.
• Faster Test Execution: HyperExecute orchestration reduced time from test initiation to actionable results.
• Responsive Support: Dedicated private Teams channel ensured rapid issue resolution across global time zones.
• Comprehensive Global Device Coverage: 10,000+ real devices enabled accurate localized testing across diverse markets and hardware tiers.
• Framework Flexibility: Supported Selenium, Playwright, and AI-generated tests simultaneously without disrupting existing automation.

Ready to Scale Your Testing Operations?

Hillside Technology Limited consolidated fragmented testing platforms to support aggressive expansion across regulated markets while maintaining quality at scale.

It's been a really positive collaboration with TestMu AI. We've got open communication through our support chat, so if anything does crop up, we've got dedicated people in there.

Joanna Ward
Head of Software Testing, bet365

Book a demo to see how TestMu AI's unified testing platform can simplify your testing infrastructure while supporting expansion into new markets and testing frameworks.