Amelco, a prominent provider in the sportsbook and iGaming sectors, has unveiled Amplify, an innovative AI-driven development platform designed for betting, casino, and lottery operators. This platform integrates Amelco's regulated sportsbook, iGaming, player account management, and wallet systems with a suite of AI developer tools, allowing operator teams to create, test, and launch features in a matter of days. This capability minimizes reliance on outdated white-label software that often lacks flexibility.
Amplify targets both emerging and established operators aiming to circumvent the conventional hurdles associated with developing a proprietary platform—which can cost millions and take years—or relying on pre-packaged white-label solutions. While white-label options can accelerate market entry, they often lead to frustrations with shared roadmaps and generic software that many operators have to navigate.
The introduction of Amplify draws on Amelco’s two decades of technological advancement in the industry. The company was a trailblazer in integrating financial trading technologies into the betting sector, partnering with notable names like William Hill, Coral, and Ladbrokes in the early 2000s.
Currently, Amelco supports over 50 major operators worldwide, and its custom applications frequently achieve top rankings in user experience and interface across North America and Europe. The firm’s automated horse racing solution, launched last year, contributed to double-digit growth in gross gaming revenue for operators and earned a nomination for Innovation of the Year at the 2026 SBC Awards.
Amplify leverages in-house technology that powers industry leaders such as Fanatics, Hard Rock Bet, Flutter Entertainment, and Entain. It empowers operators with comprehensive control over Amelco’s offerings. With features like Prompt-to-Code and AI Agent, operator teams can articulate their desired functionalities in plain English, enabling Amplify to manage development, automated testing, and deployment processes seamlessly within back-office systems, websites, and mobile apps.
This streamlined approach can reduce the time for product launches from months to mere weeks. Amplify's built-in Model Context Protocol (MCP) allows for direct integration with existing project management, infrastructure, and communication tools, ensuring teams maintain full control over developer permissions, environments, and code releases while adhering to strict governance throughout the development lifecycle.
Alongside these capabilities, operators can access a centralized operational hub that features automated sports trading and personalized casino options, as well as a real-time dashboard for monitoring business performance, payments, fraud prevention, and responsible gambling measures. Furthermore, they can integrate Amelco's top-tier sportsbook, PAM, wallet, and casino aggregation modules directly into their customized front end, avoiding the pitfalls of vendor lock-in.
Damian Walton, CEO of Amelco, 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 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 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."
