Analyzing and processing 320 million daily odds using AWS with MaxBet

Over three decades, MaxBet grew from a single Serbia location into a regional betting and gaming operator with a presence in Montenegro, Bosnia and Herzegovina, and North Macedonia. The company’s expansion relied heavily on retail operations and in-person betting. As the business scaled, however, its data infrastructure did not evolve at the same pace. Teams manually extracted data from multiple platforms, including betting and casino systems, hospitality software, accounting enterprise resource planning, and customer relationship management tools. Information was consolidated in Excel spreadsheets, where inconsistent formatting introduced errors. “Because the data was formatted differently, sometimes we had issues with data extraction. For example, the system might not recognize some zeros,” says Savo Bakmaz, CEO of MaxBet. “So, we have thousands or hundreds of times bigger numbers compared to what they should be.”

These inconsistencies reduced confidence in reporting and delayed business insight. Employees spent significant time reconciling data rather than analyzing performance. Fraud detection relied on manual review rather than systematic pattern analysis. Profitability assessments across individual retail locations required time-intensive calculations. When MaxBet became part of Flutter Entertainment Group—the world’s largest betting and iGaming operator, listed on the New York Stock Exchange—reporting requirements increased in rigor and frequency. The company needed a scalable data foundation that could support high transaction volumes and long-running betting markets while delivering accurate, near real-time reporting.

After evaluating multiple providers, MaxBet selected Cloudwalker, an AWS Advanced Tier Services Partner with more than 20 years of experience building data systems for betting and gambling organizations. Cloudwalker differentiated itself through deep industry specialization and a track record of delivering large-scale data warehouse projects in Serbia. “Creating and collecting all data from a betting platform is probably one of the most complicated things in tech,” says Bakmaz. Cloudwalker’s familiarity with complex betting architectures and high transaction volumes helped reduce implementation risk.

Working with MaxBet, Cloudwalker architected and deployed a centralized data solution on AWS. The architecture’s foundation uses Amazon Simple Storage Service (Amazon S3), an object storage service offering industry-leading scalability, data availability, security, and performance, as the company’s data lake. To migrate data from transactional systems, the team uses AWS Database Migration Service (AWS DMS), which implements a comprehensive security framework that safeguards data throughout the migration process. For data integration and transformation, Cloudwalker deployed AWS Glue, a serverless service that makes data integration simpler, faster, and cheaper.

For real-time processing, the architecture incorporates AWS Lambda, a serverless, event-driven compute service that empowers users to focus solely on code while it handles all infrastructure management. Data is stored and analyzed in Amazon Redshift, which delivers up to three times better price performance and seven times better throughput than other cloud data warehouses. Governance and access controls are managed using AWS Lake Formation to help centrally manage and scale fine-grained data access permissions and share data with confidence, while AWS CloudFormation is used to speed up cloud provisioning with infrastructure as code. “In a few months, we managed to integrate close to 20 databases,” says Bojan Sovilj, CEO and founder of Cloudwalker. As part of the engagement, Cloudwalker also supported internal capability development, with close to 10 MaxBet employees earning AWS certifications.

With the new architecture in place, MaxBet processes approximately 320 million betting odds daily with near real-time query capabilities. The unified data environment consolidates betting, casino, hospitality, enterprise resource planning, and customer relationship management systems into a single analytical foundation. Teams now analyze time stamp data to identify suspicious betting patterns and detect potential fraud more quickly. Profit and loss calculations at the individual retail level are automated, improving visibility into location performance and supporting more informed investment decisions.

By integrating close to 20 databases within months and building in-house AWS expertise, MaxBet transitioned from manual reconciliation processes to structured, scalable analytics. MaxBet plans to expand its AWS services as the company continues its technological transformation. The solution positions MaxBet for emerging capabilities, like generative AI–powered conversational analytics. The company now operates with improved reporting accuracy, faster insight generation, and a data platform aligned with enterprise-scale requirements. “Using AWS and working with Cloudwalker, we made the change from making decisions based on feelings to being a very data-driven company,” says Bakmaz. “And we did it in a very short period in time.”