Amelco UK Ltd

History

Amelco was founded in London in 2006 by a group of financial technology experts. The company initially built a low-latency market data feed, which laid the technical groundwork for its later betting platform. A pivotal partnership with William Hill in 2007 marked the transition into sportsbook technology, and by 2010 Amelco launched its first sportsbook solution. In 2017 the company introduced a multi-tenant white-label sportsbook, enabling smaller operators to go to market quickly. The late 2010s saw aggressive expansion into the regulated U.S. market, beginning with a New Jersey supplier licence in 2018, followed by entries into Colorado, Indiana, Pennsylvania, Michigan and Tennessee.

Business Model

Amelco operates a B2B model, offering modular components or complete turnkey solutions. Operators can select individual elements such as sportsbook, casino, PAM, trading tools, or take a full end-to-end platform. The company generates revenue through licensing fees, revenue sharing agreements, and managed trading services. Its platform is fully modular, allowing operators to pick best-of-breed third-party integrations while Amelco retains control of its core code.

Products

The core product is a modular iGaming platform covering player account management (PAM), bonus engine, wallet, and reporting. The sportsbook offers proprietary odds feeds, risk management, and trading tools. Casino aggregation integrates leading content providers with a unified wallet. AI and personalisation tools use machine learning for player segmentation, offers, and responsible gambling. Trading services provide managed risk advisory. PAM supports multi-currency, multi-language wallets with compliance features. Lottery solutions are tailored for state and national lotteries. Omni-channel retail bridges online and land-based betting with a single wallet, and white-label/turnkey solutions enable quick market entry.

Market Position

Amelco differentiates itself with a “bespoke by design” ethos and consistent 99% platform uptime. It serves both established giants like Flutter Entertainment and Entain, and emerging operators. The company is live in 17 U.S. states and across four continents. Competitors include other platform providers such as Kambi, SBTech, and Playtech, but Amelco emphasizes flexibility and deep client support.

Recent Developments

In 2024, Amelco partnered with the UK Tote to power its fixed-odds sportsbook. In 2023, it integrated with Paysafe to offer unified payment solutions to U.S. clients. The company maintains development centres in London, Poland and Hungary, and is privately owned. Its leadership includes Director Damian Russell Walton and Head of USA Brandon Walker.