One brand in.
Nine brands out.

The inheritance

The platform I took over ran exactly one brand, and it could never run two. The theme was hardcoded. Brand logic was tangled through the codebase. Onboarding a second brand wasn't slow or expensive; it was not possible.

The business wanted a fleet. The domain: a regulated, high-traffic consumer platform serving EU markets, where the interface deals in real money and real time.

The re-architecture

I re-architected the frontend into a true white-label platform: brand as configuration, not code. JSON-driven theming and feature config, managed from a back-office console. A new brand's look, content, markets, and features are defined, not developed.

• Full theme and look per brand, each one its own product, not a reskin
• Game and content catalog configured per brand
• Markets, languages, and currencies per brand. The language set differs brand to brand
• Features and promotions toggled and configured, not forked

Real-time, where stale costs money

Live balances and odds/game state stream over WebSockets, across every brand, on one codebase. In this domain real-time UI isn't a feature; it's the product. A stale number on screen is a support ticket at best and a compliance problem at worst.

The team was the exit plan

I hired and mentored a small frontend team, leading architecture and review while shipping alongside them. From day one the goal was a platform and a team that wouldn't need me.

The numbers that matter

STACK · REACTJS · REDUX · NODE.JS · WEBSOCKETS