VGW turns agility into growth with a scalable multi-brand platform

VGW’S digital operations were hampered by a siloed, hard-coded setup that made launching and managing websites slow and resource-intensive. Without a centralized CMS, teams lacked flexibility, marketers relied heavily on engineering, and optimization efforts stalled.

“It was a convoluted process,” explains Jeff Gibb-Pearson, Product Manager at VGW. “We didn't have a centralized hub for our content and web, and we didn't have a CMS, so teams were hard coding with no ability to edit content or create reusable components,” he continues.

VGW needed a scalable platform to streamline processes and enable growth. By turning to Sitecore, the company was looking to address three main challenges:

1. Convoluted process: No centralized hub for content and web management. Updates required engineering resources and multiple platforms. They relied on static, hard-coded websites managed across multiple platforms.
2. Limited flexibility: An inability to easily edit or create components across the website blocked testing and optimization.
3. Need for CMS: A future-ready system was essential to provide the capability and scalability to support long-term success.

To support their ambitious multi-brand strategy, VGW needed a platform that could deliver speed, scalability, and brand differentiation. “We chose Sitecore’s CMS because it has the capability and the flexibility to build out what we wanted and would help us scale for future success,” said Gibb-Pearson.

VGW consolidated multiple legacy platforms onto Sitecore’s CMS, creating a centralized hub for content and websites. Sitecore’s implementation partner EPAM assisted with the launch of their first Sitecore site, Global Poker Academy, with subsequent sites built on a similar blueprint to maximize success.

VGW used Sitecore360 as a success planning mechanism going forward to enable and train internal developers on Sitecore’s CMS capabilities, with a view to becoming independent and self-reliant for all future website projects and launches.

Using universal templates and a reusable component library, the team rapidly launched new brands and sites, reducing deployment times from weeks to days. Marketing teams were empowered to independently edit content, update pages, and run A/B tests via integration with Amplitude, while the platform supported SEO optimization and scalable multi-brand operations.

By consolidating operations, the company gained the speed to launch new brands in days, not weeks, and the flexibility to reach distinct audiences with tailored experiences.

Since adopting Sitecore’s CMS, VGW has transformed its digital operations. What once took weeks now takes days, empowering marketers to move faster, reducing reliance on engineering, and freeing teams to focus on innovation. With measurable gains in performance and efficiency, Sitecore’s CMS has become the foundation of VGW’s multi-brand growth strategy.

Olan Ahern, Head of Organic & Web Experience at VGW, said: “The flexibility of Sitecore’s CMS is all advantageous, and enables us to achieve our goals on a variety of websites, in a quicker time.”

VGW’s transformation quickly shifted from a strategic initiative to a measurable operational win. The acceleration in their digital operations has already enabled the team to bring 13 new websites online with remarkable efficiency. By centralizing operations, VGW removed long-standing silos and reduced its reliance on engineering, giving teams the freedom to move faster and collaborate more effectively.

The impact didn’t stop at speed. Since going live, VGW has recorded a 25% uplift in web page load times, driven by a platform that supports continuous experimentation. With the ability to test, iterate, and personalize seamlessly, conversion rates have surged by more than 30%, demonstrating the platform’s success in turning visitors into registered gaming players. And with a renewed focus on mobile, VGW now optimizes critical first-fold content to capture user attention instantly, ensuring that the mobile experience performs as strongly as the strategy behind it.