Betting and gaming software provider Amelco has announced the official launch of Amplify, an AI-powered development platform designed to give betting, casino, and lottery operators complete in-house control over their technology stack.
Empowering in-house engineering teams with AI developer tools
The system bridges Amelco regulated sportsbook, iGaming, player account management (PAM), and wallet infrastructure with advanced developer tools to eliminate reliance on traditional white-label software packages.
Amplify is engineered to provide an alternative for operators seeking to avoid the constraints of building a platform completely from scratch or licensing rigid off-the-shelf white-label solutions. By utilizing Prompt-to-Code and AI Agent capabilities, internal engineering teams can describe desired product features in plain English. The platform then automates the underlying development, rigorous testing, and deployment directly into back-office environments, websites, and native mobile applications.
Furthermore, built-in Model Context Protocol (MCP) integrations seamlessly connect with existing project management, infrastructure, and communication tools, complete with strict permission controls and release management. Alongside development tools, Amplify supplies an operational hub featuring automated sports trading, casino personalization, and a comprehensive real-time dashboard covering performance metrics, fraud prevention, and responsible gambling.
Executive commentary
Damian Walton, CEO at Amelco, stated:
“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.”
Walton added:
“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.”
Concluding on the industry impact, Walton noted:
“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.”
