Amelco, one of the world’s leading sportsbook and iGaming platform providers, has launched Amplify, an AI-powered development platform that gives betting, casino and lottery operators the tools to build, customise and control their technology stack.
The platform connects Amelco’s regulated sportsbook, iGaming, player account management (PAM) and wallet systems directly to a suite of AI developer tools. This allows in-house operator teams to design, test and launch new features in days, without having to rely on inflexible legacy white-label software.
Amplify is built for fast-growing and established operators looking to bypass the traditional challenge of either spending millions of pounds and years building their own platform from scratch – or licensing an off-the-shelf white label package.
While white label provides a quick route to market, operators frequently face supplier backlogs tied across competing customers on shared roadmaps, with generic software and identical front-end templates.
The launch builds on Amelco’s 20-year track record of tech innovation in the industry. The company was among the first to bring financial trading-style technology to the betting industry with William Hill, Coral and Ladbrokes in the 2000s.
Today, Amelco services more than 50 major operators globally. Its bespoke apps consistently rank among the best in North America and Europe for UX and UI, while its automated horse racing product – launched last year – delivered double-digit GGR growth for operators, as well as being shortlisted for Innovation of the Year at the 2026 SBC Awards.
Drawing on in-house technology that currently powers market leaders including Fanatics, Hard Rock Bet, Flutter Entertainment and Entain, Amplify gives operators direct control over Amelco’s products. Powered by Prompt-to-Code and AI Agent functionality, teams can describe desired features in plain English, with Amplify orchestrating development, automated testing and deployment flows directly into back-office systems, websites and native apps.
This enables operators to compress multi-month release cycles into weeks. Built-in Model Context Protocol (MCP) integrations connect directly to existing project management, infrastructure and communication tools—giving teams complete control over developer permissions, environments and code releases, while maintaining strict governance and oversight throughout the entire development lifecycle.
Operators also gain a single operational hub featuring automated sports trading and casino personalisation, alongside a real-time dashboard for tracking business performance, payments, fraud detection and responsible gambling.
In addition, operators can plug Amelco’s market-leading sportsbook, PAM, wallet and casino aggregation modules directly into their custom front-end without the traditional vendor lock-in.
Commenting on the launch, Damian Walton, Amelco CEO, 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.
