Relying on highly complex and automated processes to deliver odds, prices, race information and documents across a distributed architecture

-- most needing to be handled in a sub-hundred millisecond timeframe -- Alphameric needed a simpler way to incorporate new or updated information in real-time.

With a high number of translators needed to convert the information from the central Alphameric database into usable formats for shop-based sales systems as well as central display and e-commerce systems, a new or modified feed meant development work was required to incorporate it into the network.

With Sonic ESB technology, the addition of new data feeds can be automated. As a result, the company is well placed to handle the explosion in data volumes that has resulted from technology-driven changes to gaming, according to Tim Lloyd-Davies, Head of Business Analysis at Alphameric.

"There are more things for people to bet on than ever, including enhanced video content and virtual games such as poker and fantasy football, meaning new feeds are being incorporated all the time. This is an extremely complex and lengthy process, particularly when information such as early race prices is uploaded into our central database by hand," Lloyd-Davies said. "The ability to change data far more quickly while bringing new feeds online and improving accuracy through automation suggests the effect of the ESB on our business will be quite massive."

Alphameric will initially be rolling the Sonic ESB product out within its bureau service, the outsourced information service to smaller chains and independent vendors in the bookmaking community. Once its value is proven it will be looking to offer new system to the larger chains as part of their central display and EPOS systems.

"We have already proven that Sonic ESB technology gives us greater value from our legacy products while boosting accuracy and speed of our services," added Lloyd-Davies.