Amelco launches Amplify, an AI development platform for operators
The London-based betting technology supplier has unveiled an AI-driven platform letting operators build custom features in-house rather than wait on white-label roadmaps.
Betting technology supplier Amelco has introduced Amplify, a new platform that combines artificial intelligence development tools with its core sportsbook, iGaming, player account management and wallet systems.
According to SBC News, the idea is to let operators' own technical teams build and release bespoke features without depending on the traditional white-label model, where product changes are queued behind a supplier's wider roadmap.
Amelco frames the launch as a response to a long-standing dilemma for operators: spend heavily, often millions of pounds over several years, building proprietary systems from scratch, or accept ready-made platforms that limit how far a brand can differentiate itself from rivals.
Beyond the development tools, Amplify brings together several functions in one place, including automated sports trading, personalised casino content, and live tracking of business performance, payments, fraud and responsible gambling activity.
Operators using Amplify can also slot Amelco's sportsbook, PAM, wallet and casino aggregation modules into their own existing front-end products, a setup intended to cut reliance on conventional supplier relationships.
Amelco said the underlying technology mirrors what already runs behind some of the sector's largest brands, naming Fanatics, Hard Rock Bet, Flutter Entertainment and Entain as operators that draw on the same infrastructure.
Chief executive Damian Walton said Amelco had set out to push the industry forward since 2006, when it became the first firm to bring financial-style trading methods into betting, and described Amplify as the next step in that direction.
Walton said operators tied to legacy providers have often been held back by software not tailored to their specific markets, forced to wait behind other clients' priorities on a shared platform.
He added that Amplify gives "ambitious operators the exact same technology that powers the biggest brands in the industry", allowing in-house teams to launch custom features on their own timeline rather than waiting for a provider, and said it was "time to move past the limitations of legacy white label."
Amelco's history includes work with William Hill, Coral and Ladbrokes on bringing financial trading-style systems into betting products.
The company also pointed to strong performance around the 2026 FIFA World Cup, which it said delivered a significant rise in turnover, while stressing it is not getting carried away as it looks to further events on the sporting calendar.
Horse racing is another area of focus, with Amelco highlighting the shift from the flat season to National Hunt racing and the approach of major jumps festivals at Cheltenham and Aintree.