Dabble moves observability to Grafana Cloud for growth

Dabble has selected Grafana Cloud as its observability platform, replacing the sports betting group's self-hosted Grafana setup.

The Australian-founded company is using the managed service to give its Site Reliability Engineering, Cloud and Engineering teams a single view across metrics, logs and traces as it expands across Australia, the US and the UK.

Dabble had already been using Grafana's open source tools while building out its Site Reliability Engineering function. As that team grew, the company found that separate tools created visibility gaps during incidents, while maintaining its own observability infrastructure consumed engineering time that could otherwise have been spent on product work.

The shift to Grafana Cloud is intended to reduce that operational burden and improve how engineers investigate service issues. By bringing metrics, logs and traces together in one interface, the platform allows on-call staff to move from alert to root cause without switching between systems.

A key part of the rollout is Grafana Assistant, which Dabble is using within its observability workflow. The tool lets engineers ask natural-language questions during an incident and receive responses based on telemetry already collected by the platform.

That matters in Dabble's market because service interruptions during live sports events can carry a direct business cost. Faster diagnosis and shorter outages are therefore closely tied to customer experience and trading activity on the platform.

Another part of the deployment is Adaptive Telemetry, designed to help organisations manage how much observability data they keep and the level of detail at which it is stored. For Dabble, that offers a way to limit the cost of retaining less useful signals while preserving coverage for data engineers may need during incidents.

As the company expands into more markets, the volume of telemetry generated by its systems is likely to rise. Dabble expects this approach to help it avoid observability costs increasing in line with infrastructure growth.

Grafana Labs pointed to broader industry pressures around observability complexity. In its 2026 observability survey, 38% of organisations identified complexity and overhead as their main concern, ahead of cost and signal-to-noise issues, while 30% cited alert fatigue as the biggest barrier to faster incident response.

For Dabble, the decision also reflects a broader effort to give multiple technical teams shared context during incidents. Putting its Site Reliability Engineering, Cloud and Engineering teams on the same observability platform is intended to reduce the coordination issues that can arise when each team relies on different data sources and tools.

Commercial impact

Dabble framed platform reliability as a commercial issue rather than simply a technical one, particularly as it pushes into new markets. In a business built around real-time digital betting, outages or slow incident response can affect both user activity and confidence in the service.

Explaining the move, Andrei Goutnik, General Manager Technology at Dabble, said: "Our platform is our product, and as we expand into new markets, the reliability of that platform isn't a back-office concern; it's a commercial one.

"We were already building on Grafana open source, but running our own stack meant our SRE team was spending time on infrastructure that wasn't theirs to own. Moving to Grafana Cloud gave us the managed foundation we needed, and Grafana Assistant has changed how our engineers actually work through an incident. Instead of pivoting across tools, they're getting answers faster and getting back to the product faster."

Growth focus

Grafana Labs said the deal shows how observability tools are becoming more closely tied to expansion plans and day-to-day engineering work. It also highlighted Dabble's use of artificial intelligence features within incident response rather than as a separate layer.

James Hayward, Regional Sales Director, ANZ at Grafana Labs, said Dabble's approach links platform monitoring directly to growth across multiple countries. "What stands out about Dabble is that they're treating observability as a strategic foundation for growth.

"As they expand across Australia, the US, and the UK, platform reliability directly shapes the customer experience. Dabble also understands the opportunity AI brings to observability - helping engineers make sense of complex telemetry, identify root causes faster, and reduce the manual work involved in resolving incidents. Their move from open source to Grafana Cloud gives them a scalable, managed foundation that can support both their teams and their ambitions as they grow globally."