Foliatti selects MadMen to revamp its online casino and CMS

Foliatti, a casino operator based in Mexico, has hired the developer MadMen to completely redesign its online casino platform. The stated goal is to move towards a proprietary and modular front end solution, reducing dependence on external platform providers and thus controlling the long-term product roadmap.

Focus on technological autonomy and user experience

The collaboration between Foliatti and MadMen encompasses full-stack development, which includes a new interface, infrastructure improvements, a custom iGaming content management system (CMS), and new API integrations. The project addresses the operator's need to take control of its digital ecosystem and adjust it to the changing demands of its user base.

According to both companies, the transition to an in-house solution will enable Foliatti to modify the site and launch new features based on its own timetable, without relying on cycles or limitations imposed by third parties. This move aligns with a growing trend among Latin American operators seeking technological flexibility and autonomy over their digital offerings.

MadMen brings expertise and technical collaboration

Michel Groenendijk, co-founder of MadMen, described the project as a significant technical challenge.

“In its early phases, we were still building and defining processes, so teamwork between the two companies was key. Our team focused on the technical aspects while Foliatti provided its user knowledge. We shared continuous feedback to improve the product,” Groenendijk stated.

The technical scope has been broad: from the renewal of the front end to the creation of a completely new back end, with the implementation of a custom iGaming CMS. Groenendijk emphasized that the collaboration was only possible thanks to the shared international knowledge within the MadMen team and years of technical experience accumulated in similar projects.

Foliatti's perspective and goals in digital transformation

Pamela Loman, Foliatti's online director, highlighted the value that MadMen brings to the project and the trust built through previous collaborations since 2021. In her opinion, having a long-term technology partner has been fundamental for executing profound changes with a high degree of collaboration.

“Their experience was invaluable for taking on such a challenge, and after years working together, we knew the level of coordination necessary to do it well would be there. We expect the new platform to enhance our customers' experience with a more intuitive and accessible site,” Loman pointed out.

According to reports, the relaunched platform will feature:

• A renewed interface focused on usability
• A custom-developed back end and CMS
• Flexible integration with relevant APIs for the gaming environment

The future of collaboration and planned roadmap

The relationship between Foliatti and MadMen dates back to 2021, and this latest project consolidates it, with plans to add new features as user behavior and requirements are gathered. MadMen will continue to lead the development of the front end and adapt the tool as consumption patterns evolve in the online casino sector in Mexico.

Without specific figures or release dates disclosed, Foliatti's bet falls within the trend of the B2B sector and the Mexican market to invest in flexible architectures and proprietary operating models. The companies assure that development will be incremental and subject to continuous reviews.

What the new technological architecture means for other operators

For operators and suppliers in regulated markets, the Foliatti-MadMen case illustrates how autonomy over the front end can be critical when scaling or adapting the digital offering. The ability to modify the CMS and launch rapid integrations responds to a growing demand for personalization and agility in the industry. It remains to be seen what concrete impact this will have on acquisition and retention metrics when the finished platform is deployed.