Amelco launches Amplify AI development platform for sportsbook and casino

Amelco has launched Amplify, an AI-powered development platform it says is designed to let betting, casino and lottery operators build, customise and control their technology stack in-house.

Amelco said Amplify connects its regulated sportsbook, iGaming, player account management (PAM) and wallet systems to AI developer tools, enabling operator teams to design, test and launch new features without relying on white-label software. The company positioned the product for operators seeking an alternative to building a platform from scratch or licensing an off-the-shelf white-label package.

According to Amelco, Amplify uses Prompt-to-Code and AI Agent functionality so teams can describe features in plain English, with the platform handling development, automated testing and deployment into back-office systems, websites and native apps. The company said built-in Model Context Protocol (MCP) integrations connect to existing project management, infrastructure and communication tools, with controls for permissions, environments and code releases.

Amelco also said the platform provides an operational hub including automated sports trading and casino personalisation, plus a real-time dashboard covering business performance, payments, fraud detection and responsible gambling. The company added that operators can integrate Amelco’s sportsbook, PAM, wallet and casino aggregation modules into custom front-ends.

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.”