Amelco Lets Operators Build Their Own Features With AI

Betting operators have long had two options: invest millions in their own platform, or rent someone else's platform and accept its limits. Amelco, whose customers include Fanatics, Hard Rock Bet, Flutter and Entain, argues that artificial intelligence now offers a third path.

White label operators who want a new betting slip design or a different promotion mechanic have to wait in the provider's roadmap queue. That wait can last for months. Building their own system from scratch, on the other hand, requires years of engineering work and a large budget.

Amelco's founder and CEO, Damian Walton, says he has worked in the sector for 20 years. In his view, the freedom of an operator to make changes within the white label model is very limited. The company has therefore launched Amplify, an AI development platform. In this system, the operator's own staff describe what they want, and the system generates the code.

Walton says the number of white label providers in the sector has not declined in recent years and has in fact grown. In his view, demand is real and waiting to be met. Within Amplify's architecture, Amelco provides the infrastructure, including sports betting, account, payment and casino technology. The features built on top of it are determined by the operator. AI agents write the code, test it, and publish it to the app, the website or the back-office system.