Amelco, a prominent name in the sportsbook and iGaming platform sector, has unveiled Amplify, a cutting-edge development platform enhanced by artificial intelligence. This new offering is designed to empower betting, casino, and lottery operators by providing them with the ability to construct, personalize, and manage their technology stacks efficiently.
Amplify establishes a direct link between Amelco's regulated sportsbook, iGaming, player account management (PAM), and wallet systems and a comprehensive suite of AI development tools. This integration allows operator teams to design, test, and deploy new features in a matter of days, eliminating the need to depend on rigid legacy white-label solutions.
The platform caters to both rapidly expanding and established operators looking to circumvent the conventional hurdles of either investing extensive resources to independently build a platform or settling for a generic white-label solution. While white-label options can facilitate a swift entry into the market, they often leave operators contending with supplier bottlenecks due to overlapping customer demands on shared development timelines, resulting in standardized software and similar user-interface designs.
The introduction of Amplify further builds on Amelco’s two-decade history of technological advancement in the gaming industry. The company was instrumental in pioneering financial trading-style technology for betting in collaboration with major operators like William Hill, Coral, and Ladbrokes during the 2000s.
Currently, Amelco caters to over 50 significant operators globally. Its custom applications consistently achieve top rankings for user experience (UX) and user interface (UI) across North America and Europe. Notably, Amelco's automated horse racing product, launched last year, has produced double-digit GGR growth for its clients and received a nomination for Innovation of the Year at the 2026 SBC Awards.
Amplify, utilizing in-house technology that supports leading firms such as Fanatics, Hard Rock Bet, Flutter Entertainment, and Entain, grants operators direct oversight of Amelco’s product suite. With functionalities like Prompt-to-Code and AI Agent, teams can articulate their desired features in straightforward language, while Amplify manages the development process, automatic testing, and deployment integrated into back-office systems and apps.
This direct approach allows operators to reduce lengthy release cycles from several months to mere weeks. Furthermore, the Model Context Protocol (MCP) integrations directly interface with existing project management, infrastructure, and communication tools, providing complete control over developer permissions, environments, and code releases, all while upholding rigorous oversight throughout the development process.
Additionally, operators benefit from a centralized operational hub that includes automated sports trading and casino personalisation options, alongside a real-time performance dashboard for monitoring business metrics, payment processing, fraud detection, and compliance with responsible gambling practices.
Operators can also seamlessly integrate Amelco's industry-leading sportsbook, PAM, wallet, and casino aggregation modules directly into their unique front-end solutions without encountering the typical vendor lock-in issues.
Amelco’s CEO, Damian Walton, commented on the launch, stating, "Amelco has always focused on pushing the industry forward, starting in 2006 as the first to bring financial-style trading into the sector – 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 optimized 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 platforms."
