Platform provider Amelco has launched Amplify – an AI-powered development platform designed to give operators greater control over their technology and product development.
The platform connects the London-headquartered firm’s regulated sportsbook, iGaming, player account management (PAM) and wallet systems with AI development tools.
In turn, this allows for operators’ in-house teams to deploy customised features without relying on traditional white-label software roadmaps.
Amplify aims to address the choice facing operators between investing millions of pounds and several years in building proprietary technology or adopting off-the-shelf platforms that can limit customisation and product differentiation.
Alongside development tools, Amplify provides an operational hub covering automated sports trading, casino personalisation and real-time monitoring of business performance, payments, fraud detection and responsible gambling.
Operators can also integrate Amelco’s sportsbook, PAM, wallet and casino aggregation modules into their own front ends, with the aim of reducing dependence on traditional supplier arrangements.
The company said the platform draws on technology used by major operators including Fanatics, Hard Rock Bet, Flutter Entertainment and Entain.
Damian Walton, Chief Executive Officer of Amelco, said: “Amelco has always focused on pushing the industry forward, starting in 2006 as the first to bring financial-style trading into the industry – and continuing through to this day. Amplify is the next logical step in that journey.
“For years, operators relying on legacy providers have been restricted by software not optimised for their specific markets, while waiting in supplier queues behind competing roadmaps on the same shared platform.
“We are giving ambitious operators the exact same technology that powers the biggest brands in the industry.
“Their in-house teams can now build and launch custom features on their own schedule, creating real brand differentiation instead of waiting for their provider to do it. It’s time to move past the limitations of legacy white label.”
Amelco scouting out opportunities across various sports
The launch builds on Amelco’s two-decade history in betting technology, including its work introducing financial trading-style technology to the sector in partnership with William Hill, Coral and Ladbrokes.
More recently, the firm experienced “huge success” at the 2026 FIFA World Cup, experiencing a significant uplift in turnover, but is not getting too carried away as it continues to take up opportunities arising within the annual sporting calendar.
Amelco is also putting a big focus on horse racing, as the UK transitions from the flat to the jumps season and the countdown to the major festivals at Cheltenham and Aintree begins.
