Foliatti Commissions MadMen to Rebuild Online Casino Front End and CMS

Foliatti, a casino brand based in Mexico, has selected iGaming developer MadMen to redesign its online casino platform, focusing on a new customer interface, upgraded infrastructure, and a bespoke content management system (CMS). This strategic move positions Foliatti to take direct ownership of its online front end, reduce dependence on third-party platform providers, and build a site that can be adapted in response to evolving business needs.

Scope: Foliatti’s Shift to In-House Casino Platform

The agreement covers a full rebuild of Foliatti's online casino, including the public-facing website, back-end infrastructure, and all key API integrations. MadMen is tasked with delivering a bespoke iGaming CMS, enabling Foliatti to manage content and features internally rather than relying on off-the-shelf platform solutions. The companies describe the initiative as a direct response to the need for greater autonomy over front-end product development and the ability to set a customised feature roadmap.

Reducing Platform Dependence

By commissioning MadMen for end-to-end development, Foliatti aims to bring its core site interface and user journey in-house. Previously, the operator depended on a third-party platform provider for updates and feature releases—a common constraint among regional operators seeking differentiation in the casino space.

MadMen’s Role in Delivering the iGaming CMS and Front End

MadMen’s role is defined as a "full-stack" rebuild. The engagement spans:

• Front-end redesign and user interface
• Infrastructure overhaul to support traffic and scalability
• Custom CMS tailored for iGaming operations
• API integration with external game providers and internal tools

MadMen co-founder Michel Groenendijk commented on the complexity and collaborative approach required:

“There are lots of moving parts to this project, including large overhauls and a completely new back-end system, so it’s one that we’re proud to put our name to. It’s something that wouldn’t have been possible without the expertise of our international team, using years of knowledge and experience to come together and deliver something unique.”

Collaborative Process and Client Motivation

The project is an extension of a working relationship between Foliatti and MadMen dating back to 2021. Initial stages of development saw both companies involved in iterative feedback: MadMen managed technical aspects, while Foliatti contributed to user experience and flow. Pamela Loman, Foliatti’s online director, framed the choice as a natural fit:

"As soon as we had the idea for this project, we knew MadMen would be the team to help make it happen. Their experience was invaluable when it came to taking on a task like this, and having worked with the team for years, we knew the project would have the level of collaboration it needed to do it justice. We are excited to see the impact this will have for our customers through an improved site which is easier to navigate."

The companies stated that development leaned heavily on open feedback mechanisms, aligning technical delivery with continuous user-centric review.

Forward Roadmap: Planned Features and Continued Development

According to both Foliatti and MadMen, further enhancements are planned. MadMen will continue to work on new features and updates, guided by Foliatti’s ongoing assessment of consumer preferences. The collaboration is not limited to the initial launch phase, but mapped out as a long-term process of feature iteration and optimisation. The stated aim is to ensure the site remains adaptable as market conditions and consumer demands evolve.

Anticipated improvements will build on the foundation of the refreshed infrastructure and CMS, with an eye toward expanding game selection, enhancing payment channel support, and streamlining mobile usability.

Industry Context: Custom Builds Versus Platform Dependency

The migration to an in-house front end and CMS echoes a wider trend among Latin American operators seeking more direct control over their technology stack rather than relying fully on established platform vendors. This approach gives operators like Foliatti more agility in launching updates and responding to regulatory requirements, but also places a premium on strong vendor partnerships and technical oversight. Sector observers will be watching the progress of this project as a reference point for similar initiatives in the region.