In a strategic move that underscores the dynamic nature of the tech and gaming industry, Sharp Gaming has completed a £100m migration to become the dedicated technology arm of Betfred. This transition not only signifies a consolidation of tech resources but also heralds a new chapter in the provision of innovative gaming solutions.
A Strategic Rebranding
The rebranding of Sharp Gaming to Betfred’s technology department is more than a mere change of name. It represents a significant shift in the company’s operational strategy. The £100m investment has culminated in the migration of all Betfred customers onto a singular, proprietary platform, streamlining processes and enhancing user experience.
The move has been in the pipeline for several years, with meticulous planning and execution. The integration of Sharp Gaming’s technology platform with Betfred’s operations is expected to yield a robust system capable of supporting a wide range of betting and gaming products.
The Technological Integration
At the heart of this rebranding is the technological integration that has taken place. The full-spectrum B2B system that now powers Betfred’s operations is a marvel of modern technology. It encompasses player account management software, sportsbook, gaming aggregation, and a remote gaming server, among other components.
This integration is not just about technology; it’s about people. Andrew Daniels, the CEO of Sharp Gaming, has been appointed as Betfred’s new Chief Information Officer. His leadership is anticipated to drive the company’s IT and technology infrastructure towards new horizons.
Pioneering the Future
The implications of this migration are far-reaching. Betfred’s new platform is poised to pioneer unique betting and gaming products, setting the stage for the company’s global aspirations. With a single, proprietary platform, Betfred is well-positioned to innovate and adapt in the fast-paced world of online gaming.
The rebranding and migration mark a transformative milestone in Betfred’s nearly 60-year history. It is a testament to the company’s commitment to staying at the forefront of the industry and its dedication to providing customers with an unparalleled gaming experience.
