Overview

The Entertainment and Education Group, otherwise know as TEEG, is one of the largest Family Entertainment firms in the world, with over 324 Entertainment centres across the Asia Pacific Region. Their brief was to develop a new web platform for their flagship Kingpin brand, which could then be adapted across their portfolio,  including AMF Bowling and Timezone.

With site stability and customer data security as key priorities, TEEG aimed to redevelop its customer-facing technology platforms to reduce the risk of threats and incursions while engineering a platform that is highly redundant and highly secure.

The platform needed to be adaptable to the varying functional requirements across the TEEG suite of brands, taking into account not only brand and design related adjustments but also multiple languages to support TEEG’s extensive footprint across Asia. 

Deepend combined a shared design system with a multi-tenant Umbraco architecture, Cloudflare delivery and automated static publishing. The result was a leaner platform that reduced database dependency and simplified self-service publishing for content teams.

What We Delivered

• Multi-brand platform strategy
• Collaborative design system
• Multi-tenant Umbraco architecture
• Cloudflare CDN delivery
• Static site publishing model
• Self-service deployment workflow
• Automated content republishing
• Responsive image processing
• Common code base
• Multi-language capability
• Security and redundancy architecture

Impact

• 50%+ reduction in infrastructure load costs
• 30% reduction in ongoing development costs
• 100% uptime across approximately 18 months
• Reduced publishing resource through automation
• Faster rollout across multiple TEEG brands
• Improved resilience through Cloudflare CDN and static delivery

Problem & Insight

TEEG needed to scale digital delivery across a diverse brand portfolio without multiplying hosting, code and publishing overhead. The platform also had to remain highly available and secure across a large Asia Pacific footprint.

Strategy & Experience Design

Deepend and TEEG collaborated on a design system first developed for Kingpin, then adapted across other brands. Shared patterns created efficiency while preserving tone of voice, brand expression and local variation.

Technology & Delivery

The platform combined Umbraco with Cloudflare and a static publishing model. Pages were deployed to Blob storage and served through Cloudflare’s CDN, reducing reliance on dynamic database calls and simplifying hosting infrastructure.

Automation allowed content editors to initiate builds and deployments directly from Umbraco. Republishing a shared library item automatically rebuilt every page using that item, while image processing supported responsive asset delivery.

Results

The platform reduced infrastructure costs by more than 50% and ongoing development costs by 30%. Across the reported 18-month period, the platform achieved 100% uptime while giving TEEG a reusable foundation for multiple brands.

Frequently Asked Questions

How did Deepend reduce TEEG’s platform infrastructure costs?

Deepend combined Umbraco, Cloudflare, static publishing and Blob storage to reduce the infrastructure required to serve TEEG’s websites. The live case study reports a 50%+ reduction in infrastructure load costs.

How did TEEG reduce ongoing website development costs?

A common code base, shared modules and a multi-tenant Umbraco instance reduced duplicated development across brands. The live case study reports a 30% reduction in ongoing development costs.

How did the TEEG platform achieve 100% uptime?

The sites were statically published and served through Cloudflare’s CDN, reducing dependency on live CMS and database infrastructure. TEEG reported 100% uptime across approximately 18 months.

How does the TEEG platform support multiple brands?

The initial design system and platform created for Kingpin were adapted across brands including Timezone and Zone Bowling, allowing shared infrastructure while preserving different brand experiences.

How did Deepend simplify content publishing for TEEG?

Deepend created self-service publishing and automated rebuild workflows in Umbraco. When shared content was republished, the platform automatically rebuilt affected static pages without requiring additional technical support.

Frequently Asked Questions

1. What did Deepend build for TEEG?
Deepend built a multi-brand digital platform using Umbraco and Cloudflare, initially for Kingpin and then adapted across brands including Timezone and Zone Bowling. The shared platform supports multiple regions, languages and brand experiences from a common technical foundation.

2. How did Deepend reduce TEEG’s infrastructure and development costs?
Deepend combined a multi-tenant Umbraco architecture, common code base, static publishing and Cloudflare CDN delivery. This reduced infrastructure load costs by more than 50% and ongoing development costs by 30%.

3. How does the TEEG platform support multiple brands?
The platform uses a shared design system, reusable modules and common code base that can be adapted for different brand identities, functional requirements, regions and languages. This allows TEEG to scale new brand sites without rebuilding the platform from scratch.

4. How did Deepend improve website reliability for TEEG?
Deepend used static publishing, Blob storage and Cloudflare CDN delivery to reduce reliance on live CMS and database infrastructure. The platform achieved 100% uptime across the reported 18-month period.

5. How does self-service publishing work on the TEEG platform?
Content editors can initiate builds and deployments directly from Umbraco without relying on technical teams. Automated workflows also rebuild affected pages when shared content changes, helping reduce publishing effort and improve efficiency.