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Draft:DiffusionData Limited

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DiffusionData Limited is a British software company headquartered in Reading, Berkshire, that develops software for real-time data streaming and publish–subscribe messaging.[1][2] The company produces the Diffusion platform, which is used to distribute continuously changing data to client applications in sectors including financial services and online gaming.[3][4] Independent analyst research and trade press have described Diffusion as a specialist platform designed for low-latency data delivery in data-intensive environments.[3][5][2]

History

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DiffusionData was incorporated on 23 February 2006 in England and Wales under the name CIED Ltd.[1] The company changed its registered name to Push Technology Limited in 2008 and later adopted the name DiffusionData Limited in 2022.[1] While operating as Push Technology, the company developed its core real-time data platform and received external investment.[2][5]

In 2023, DiffusionData secured a £1 million funding package from the North East Development Capital Fund (NEDCF), managed by Maven Capital Partners, to support product development and the establishment of an engineering and testing hub in Newcastle upon Tyne.[6] Maven notes that this investment followed earlier venture capital backing of the business while it traded as Push Technology.[6] Independent business coverage has described DiffusionData as operating within the “data‑in‑motion” market, focusing on software for the delivery and management of real-time data streams.[7]

Products and technology

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DiffusionData’s principal product is Diffusion, a real-time data management and distribution platform based on a publish–subscribe model.[3][2] Independent analyst commentary characterises Diffusion as a system designed to deliver data updates efficiently by transmitting changes to subscribed clients when underlying data is updated, rather than relying on repeated client polling.[3][5] Industry publications describe the platform as suited to event-driven architectures in which large numbers of applications must be kept synchronised with frequently changing data.[5][2]

The software is reported to support deployment across on‑premises, cloud and hybrid environments, and to integrate with existing enterprise systems and data infrastructure.[2][3] Vendor material and third‑party overviews state that Diffusion provides a stateful data layer that maintains topic values and distributes incremental updates, with features such as hierarchical topic trees, delta streaming, data wrangling and fine-grained access control.[8][2][5] Analyst coverage has identified Diffusion’s emphasis on stateful data delivery and incremental updates as distinguishing characteristics within the broader real-time data and messaging software market.[3]

Use cases and adoption

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DiffusionData’s software has been adopted by organisations in online gaming and financial services.[4][3] Trade press coverage reports that, while operating as Push Technology, the company’s technology was used by several major e‑gaming operators in the United Kingdom and Europe to support the distribution of real-time betting data.[4] In 2017, G3 Newswire reported that Push Technology’s systems processed approximately £5.2 billion in annual bets for brands including William Hill, 888 Holdings, Paddy Power, Sportingbet and Racing Post.[4]

In 2020, Betsson Group selected Diffusion for a global, cloud-based sportsbook rollout, using the platform to deliver real-time betting odds across multiple brands and geographic markets.[9][10] Industry reporting described the deployment as part of a wider shift within the online betting sector towards scalable, real-time data infrastructure capable of handling high volumes of in‑play wagering traffic.[10][4]

Artificial intelligence and data access

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In 2025, DiffusionData announced the release of the Diffusion MCP Server, an implementation of the Model Context Protocol intended to provide controlled access to real-time data for artificial intelligence systems.[11][12] Coverage in technology trade publications described the MCP Server as enabling AI assistants to interact with live data streams and system metrics using natural-language interfaces, particularly in financial services contexts.[11][12] A‑Team Insight reported that the MCP Server is designed as a standardised communication layer between large language models and DiffusionData’s streaming infrastructure, with a focus on low-latency data delivery in capital markets.[11] Database Trends & Applications noted that the server can be used both as a development aid for navigating Diffusion APIs and as an operations tool for conversational monitoring and configuration of topics and metrics.[12]

Reception and analysis

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Industry analysts and technical publications have described Diffusion as a specialised real-time data platform focused on efficient data distribution rather than general-purpose message queuing.[3][2] Bloor Research positions Diffusion as an event-data platform for applications that must manage and distribute large volumes of fast-changing data, and highlights features such as topic-based modelling and delta updates.[3] Reporting in IoT Now and Help Net Security has emphasised Diffusion’s use in event-driven architectures and its support for security, access control and integration with existing enterprise systems.[5][2]

Some coverage contrasts Diffusion with generic messaging middleware, describing it instead as a stateful data abstraction layer designed to simplify real-time application development and reduce bandwidth and infrastructure requirements.[3][2]

References

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  1. ^ a b c "DIFFUSIONDATA LIMITED overview". Companies House. UK Government. Retrieved 28 January 2026.
  2. ^ a b c d e f g h i j "Push Technology releases Diffusion Intelligent Data Platform 6.2". Help Net Security. 13 November 2018. Retrieved 28 January 2026.
  3. ^ a b c d e f g h i j "Diffusion Intelligent Data Platform". Bloor Research. Retrieved 28 January 2026.
  4. ^ a b c d e "UK – Over £5bn eGaming bets processed using Push Technology". G3 Newswire. 19 February 2017. Retrieved 28 January 2026.
  5. ^ a b c d e f "Push Technology introduces powerful functionality for dynamic data management". IoT Now. 8 May 2018. Retrieved 28 January 2026.
  6. ^ a b "DiffusionData receives £1 million investment from NEDCF". Maven Capital Partners. 5 March 2023. Retrieved 28 January 2026.
  7. ^ "How DiffusionData Is Addressing The $300 Billion Data-In-Motion Opportunity". Pulse 2.0. 11 April 2023. Retrieved 28 January 2026.
  8. ^ "Diffusion Intelligent Data Platform Datasheet" (PDF). DiffusionData. 2022. Retrieved 28 January 2026.
  9. ^ "Push Technology's Diffusion chosen by Betsson Group for Global Sportsbook Cloud Rollout". Gaming Americas. 30 June 2020. Retrieved 28 January 2026.
  10. ^ a b "Betsson Group chooses Push Technology for cloud-based sportsbook roll-out". EGR Intel. 29 June 2020. Retrieved 28 January 2026.
  11. ^ a b c "DiffusionData Targets Agentic AI in Finance with New MCP Server". A-Team Insight. 6 November 2025. Retrieved 28 January 2026.
  12. ^ a b c "DiffusionData Introduces MCP Server to Maximize the Value of Real-Time Data". Database Trends and Applications. 4 November 2025. Retrieved 28 January 2026.
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