Amelco Launches AI-Powered Amplify Platform For Operators
Sportsbook and iGaming platform provider Amelco has launched Amplify, an AI-powered development platform that enables betting, online casino and lottery operators to build, customise, and control their own technology stack in-house.
The platform connects Amelco's regulated sportsbook, iGaming, player account management, and wallet systems directly to a suite of AI developer tools, enabling in-house operator teams to design, test, and launch new features in days rather than months.
Amplify Targets The Gap Between Build And White Label
Amelco is positioning Amplify as an alternative to the two routes operators typically face: spending years and a significant budget building a platform from scratch, or licensing an off-the-shelf white-label package that ties them to a supplier's shared roadmap, generic software, and templated front ends.
Amplify's Prompt-to-Code and AI Agent functionality let operator teams describe a desired feature in plain English, with the platform generating code, running automated test suites, and building pull requests ready for review before deploying directly into back-office systems, websites, and native apps.
Built-in Model Context Protocol (MCP) integrations connect to an operator's existing project management, infrastructure, and communication tools, which Amelco says lets technology teams maintain oversight of developer permissions, environments, and code releases throughout.
While You Are Here, Why Not Check Out Our: Casino Games Hub & Free Slots?
Built On Two Decades Of Betting Platform Work
The launch builds on Amelco's 20-year track record in the sector, dating back to early 2000s trading-style technology work with William Hill, Ladbrokes and Coral.
The company now services more than 50 operators globally, including Fanatics, Hard Rock Bet, Flutter Entertainment and Entain, and says its automated horse racing product, launched last year, delivered double-digit gross gaming revenue growth for operators and was shortlisted for Innovation of the Year at the 2026 SBC Awards.
Amelco's apps have also consistently ranked among the top performers for user experience across North America and Europe, part of the track record it's leaning on as it asks operators to trust an AI tool with direct access to their live betting sites and casino infrastructure.
