Betfred shifts from Sharp Gaming to in-house technology

Lea Hogg May 1, 2024

SiGMA news

Betfred shifts from Sharp Gaming to in-house technology

Betfred has recently made a significant strategic shift. The company has fully absorbed its supplier, Sharp Gaming, marking a new chapter in its business operations. The founder of Sharp Gaming, Andrew Daniels, will now serve as Betfred’s Group Chief Information Officer, further strengthening the company’s technological prowess.

Sharp Gaming, launched in 2017 with over £100m funding from Betfred Chairman Fred Done, has been a key player in Betfred’s operations. The company has now transitioned completely in-house and rebranded as Betfred Technology. This move signifies Betfred’s commitment to leveraging technology to drive its business forward.

Betfred Technology will now power Betfred’s full-spectrum B2B system, including its Player Account Management (PAM), sportsbook, gaming aggregation, Remote Gaming Server (RGS), websites, and applications. This integration is expected to unlock new opportunities for Betfred, enhancing its ability to deliver superior services to its customers.

Andrew Daniels, the former CEO of Sharp Gaming, expressed his excitement about the transition on LinkedIn. He stated, “Completing the migration allows us to look ahead and begin a new chapter for Betfred. Our new platform is key to unlocking new opportunities for us. As we embark on this new chapter for Betfred, we also bid farewell to the name Sharp Gaming.”

Betfred acquired Sharp Gaming in 2021

Daniels, who launched Sharp Gaming in 2020, will now take up a new role as Betfred’s Chief Information Officer. This follows Betfred’s acquisition of Sharp Gaming in 2021, after a £25m investment in 2020. The business had been supported by Betfred from its inception, receiving £25m from Done at launch.

Daniels thanked his team for their hard work, stating, “Thanks to my fantastic team, who have worked around the clock since December to ensure the success of the migration. Here’s to the next chapter of innovation, growth, and success at Betfred.”

Before founding Sharp Gaming, Daniels had a rich history in the gaming industry. He worked as Betfred’s Head of Mobile Development from 2011 to 2013, and as a Senior Developer at IGT following the supplier’s acquisition of mobile gaming business Million-2-1. He also founded Degree 53, an online gambling, mobile gaming, and website-focused creative agency, which was acquired by Bally’s Interactive in 2021.

This strategic shift by Betfred reflects the growing importance of cutting-edge technology in the betting industry. With its new in-house technology department, Betfred is well-positioned to innovate its offerings and continue its growth trajectory in the years to come.