Amelco Launches Amplify, an AI Development Platform for Operators

Betting technology supplier Amelco launched Amplify on October 14, 2026, an AI-powered development platform that connects what the company describes as its regulated end-to-end platform directly with more than 40 AI developer tools for use by operators’ in-house engineering teams. Amelco says the platform lets those teams design, test and ship custom front-ends and bespoke features.

The London-headquartered supplier is presenting the product with a blunt pitch: “Stop paying for white label. Build your own.” Amelco says the platform empowers an operator’s in-house engineering team to create its own iGaming brand, and says it frees operators from supplier backlogs, generic templates and vendor lock-in.

Prompt-To-Code Workflow

At the centre of Amplify is a workflow the company calls Prompt-to-Code. Teams describe a feature in plain English, and Amplify writes, tests and deploys the code directly to the operator’s apps and web front-ends. Amelco says the AI workflows behind the feature generate code, run automated test suites and assemble pull requests ready for review, and that operators can use the process to launch new products in weeks.

Amelco says operators using Amplify ship updates on their own schedule instead of waiting months in a supplier backlog, and retain complete ownership of their user experience and release cycles. Releases and environments are managed in-house, and built-in Model Context Protocol (MCP) integrations give chief technology officers oversight of developer permissions, environments and code releases, according to the company. Amelco describes the MCP layer as giving governance over every deployment.

A Single Operational Hub

Alongside the development tooling, Amplify includes what Amelco describes as a single operational hub. From a unified real-time dashboard, operators can manage automated sports trading, casino personalisation, payments, fraud detection and safer gambling. The company says operators can plug its end-to-end platform directly into their own bespoke front-ends with zero vendor lock-in, and that the product ships with thousands of sports leagues ready to use.

Amelco frames the product around development speed, stating that Amplify connects AI developer tools directly to its existing technology stack so in-house teams can build, test and release in days rather than months. The company says the platform is backed by 20 years of industry innovation and tier-one trust, and describes it as a complete toolkit for operators to build, customise and scale their own brand on their own terms.

Supplier Background

Amelco describes itself as a provider of advanced modular technology and end-to-end solutions for the global betting and gaming industry. The company says it has powered more than 50 of the world’s biggest betting brands over the past 20 years, starting with William Hill, Ladbrokes and Coral in the 2000s, and its homepage dates its first partnership, with William Hill, to 2007. Amelco says it now powers brands including Fanatics, Hard Rock Bet, Flutter and Entain. The homepage displays the logos of Hard Rock, Flutter, HKJC, Fanatics, Tote, Intralot, Betfair, Paddy Power, Ladbrokes, Sky Bet, Coral and Whym under a Trusted by Global Operators heading.

The supplier’s wider product suite spans a proprietary player account management system, a bonus engine, casino, sportsbook, multi-state wallets and multiple data feeds, with casino aggregation of more than 100,000 titles, according to the homepage. The homepage also cites 99.9% platform uptime and delivery across 17 US states for brands including Flutter, Entain, Hard Rock Bet and Fanatics, and Amelco describes its user experience as consistently ranked top across North America and Europe.

Amelco says its proprietary platform is developed in-house through four global hubs, with operations across North America, Europe, Africa and Asia. The company is headquartered on Worship Street in London, with further offices in Warsaw and Pécs, Hungary. Amelco UK Limited is licensed and regulated by the UK Gambling Commission.

Amelco is offering technical demonstrations of Amplify to operators through its website.