Amelco launches Amplify AI platform to enhance operator control
The London-headquartered technology supplier has unveiled an AI-powered development platform designed to give operators greater autonomy over their sportsbook, iGaming, and PAM systems.
- Amelco has launched Amplify, an AI-powered development platform for the gambling industry.
- The system allows operators to use in-house teams to deploy customised features, bypassing traditional white-label software roadmaps.
- Amplify provides an operational hub for automated trading, casino personalisation, and real-time monitoring of payments, fraud, and responsible gambling.
London-based betting technology supplier Amelco has announced the launch of Amplify, a new development platform powered by artificial intelligence. The platform has been created to provide gambling operators with significantly greater control and flexibility over their technology stack and product development strategies across sportsbook, iGaming, and player account management (PAM) systems.
A key objective of Amplify is to empower operators’ in-house development teams. The platform connects Amelco’s suite of regulated products, including its sportsbook, iGaming, PAM, and wallet systems, with a range of advanced AI development tools. This framework allows operators to build and deploy customised features independently, moving away from the more rigid development roadmaps often associated with traditional white-label software solutions.
An Integrated Operational Hub
Amplify is positioned as a central operational hub, providing tools to manage and optimise various aspects of an operator's business. Its capabilities include automated sports trading models and advanced casino personalisation to tailor user experiences. Furthermore, the platform facilitates the real-time monitoring of critical business functions, encompassing overall performance metrics, payment processing, fraud detection systems, and responsible gambling protocols.
The system also offers a modular approach. Operators have the option to integrate Amelco’s individual sportsbook, PAM, wallet, and casino aggregation modules directly into their own proprietary front-end platforms, allowing for a highly customisable and integrated technology ecosystem.
Proven Technology and Company Heritage
The technology that forms the foundation of the Amplify platform is already utilised by some of the industry’s largest operators, including Fanatics, Hard Rock Bet, Flutter Entertainment, and Entain. Amelco reported that its systems experienced considerable success during the 2026 FIFA World Cup, which resulted in a significant uplift in turnover and demonstrated the technology's capacity to handle high-volume events.
The launch builds on Amelco’s two-decade history in the betting technology sector. The firm, led by Chief Executive Officer Damian Walton, was established in 2006 and was an early innovator in bringing financial-style trading methodologies to the sports betting industry. These systems were first introduced to the market through foundational partnerships with major UK brands including William Hill, Coral, and Ladbrokes. Looking ahead, Amelco has also stated that it is placing a significant focus on enhancing its horse racing product.
