Amelco Launches Amplify, Its New AI-Powered iGaming Development Platform
United Kingdom.- 15 October 2026 | www.zonadeazar.com Amelco, the international sports betting and online casino technology provider, has announced the launch of Amplify, a new artificial intelligence-powered development platform designed to give gambling operators greater control over their technology and product development.
The solution connects Amelco’s sportsbook, online casino, player account management and digital wallet systems with AI-assisted development tools.
The initiative aims to reduce operators’ dependence on traditional white-label software suppliers while providing greater autonomy to create products tailored to individual commercial requirements.
An Alternative to Traditional White-Label Software
Historically, gambling operators have faced two principal options when developing their technology platforms.
The first involves investing millions of pounds and several years in proprietary systems. The second is adopting third-party solutions that provide faster market entry but can limit customisation.
Amplify aims to offer a third alternative, combining established regulated technology infrastructure with development tools accessible to operators’ internal teams.
This approach enables businesses to control their product development schedules without relying entirely on external suppliers’ roadmaps.
Artificial Intelligence for Product Development
A central component of Amplify is the integration of artificial intelligence into the software development process.
The platform incorporates Prompt-to-Code and AI Agent functionality, designed to simplify programming workflows.
Through these tools, engineering teams can describe the features they want to introduce using natural-language instructions.
The system supports:
- Generating code from written instructions.
- Developing new product features.
- Running automated software tests.
- Preparing software updates.
- Integrating changes into websites and mobile applications.
According to Amelco, this approach can significantly reduce the time required to develop and launch new products.
Integration With More Than 40 AI Tools
Amplify connects Amelco’s technology infrastructure directly with more than 40 AI developer tools.
This architecture allows operators’ internal engineering teams to use different solutions for designing, testing and deploying products.
The company aims to simplify development processes that traditionally required lengthy programming cycles and coordination with external technology providers.
Its objective is to enable certain product features to be developed and launched within days, depending on their complexity.
A Unified Operational Hub
Alongside its development functionality, Amplify incorporates a centralised environment for managing different operational activities.
Key features include:
- Automated sports trading.
- Casino experience personalisation.
- Real-time business performance monitoring.
- Payment management.
- Fraud detection tools.
- Responsible gambling systems.
- Player account and digital wallet management.
This integration allows operators to oversee multiple business functions through a common technology infrastructure.
The platform also aims to reduce system fragmentation and support data-driven operational decisions.
Sportsbook, Casino and Player Management
Amplify builds on the technology infrastructure developed by Amelco over the past two decades.
The solution combines several products:
Sportsbook: technology for managing sports betting markets, odds and trading operations.
iGaming: tools for integrating online casino content.
Player Account Management (PAM): infrastructure for managing customer accounts and activity.
Wallet: systems supporting customer balances and financial transactions.
Casino Aggregation: access to gaming content from different suppliers.
Operators can incorporate these modules into their own front ends, retaining greater control over their customer experience and product design.
Statements From Damian Walton
Damian Walton, CEO of Amelco, highlighted that Amplify represents the next stage of the company’s technology development strategy, which began in 2006.
He recalled that Amelco was among the first suppliers to introduce financial-style trading technology into the sports betting industry.
Walton explained that operators have traditionally been restricted by generic platforms that are not optimised for their individual markets.
He also noted that shared technology systems frequently require businesses to wait for supplier updates, even when they need specific features.
Through Amplify, Amelco intends to provide greater independence to operators’ internal technology teams.
Technology Supporting Leading Operators
The new platform draws on technology already used in solutions supplied by Amelco to major international gambling businesses.
These include:
- Fanatics.
- Hard Rock Bet.
- Flutter Entertainment.
- Entain.
Amelco believes this experience allows it to provide infrastructure developed to meet commercial and regulatory requirements across different markets.
The company supplies technology to more than 50 international operators, combining sportsbook, casino and account management solutions.
Two Decades of Betting Technology Innovation
Founded in 2006 and headquartered in London, Amelco has extensive experience developing technology for the gambling industry.
During its early years, the company worked with operators including William Hill, Coral and Ladbrokes, introducing financial trading-style systems to sports betting.
It subsequently expanded into online casino platforms, player account management and comprehensive technology solutions.
Amplify represents a new stage in this development, focusing on giving operators direct access to advanced software creation tools.
Sporting Results and New Opportunities
The launch follows a period of commercial growth for Amelco.
The company highlighted that the 2026 FIFA World Cup generated a significant increase in betting turnover across its operations.
Amelco is also continuing to develop specialised horse racing betting products.
As the British racing calendar moves into the jumps season, the supplier is targeting opportunities associated with major events such as Cheltenham and Aintree.
These initiatives form part of a broader strategy combining technological expansion with the development of specialised sports betting products.
Next Steps and Impact
The launch of Amplify represents another development in the adoption of artificial intelligence across iGaming technology infrastructure.
The platform enables operators to use established sportsbook, casino and player management systems while creating proprietary features through AI-assisted development tools.
For Amelco, the solution presents an opportunity to strengthen its position among businesses seeking greater technology autonomy and reduced dependence on traditional white-label providers.
Combining more than 40 AI tools, operational automation and customised development capabilities could accelerate product creation within regulated gambling markets.
The principal challenge will be demonstrating that these capabilities can reduce development times and improve commercial differentiation without compromising platform stability or regulatory compliance.
Editó: @fonta
