Amelco has launched Amplify, a platform designed to help betting and casino operators build their own website and app features using AI development tools connected to the supplier’s existing systems.
Announced on October 14, the product targets operators that want greater control over software changes. Amelco says their own development teams can use it to create and release features without waiting for every update to reach the front of a supplier’s queue.
Operators Can Describe the Features They Want
Amplify connects Amelco’s technology with more than 40 AI developer tools. Its Prompt-to-Code functionality allows teams to describe a requirement in plain English, with AI workflows generating code, running automated tests and preparing changes for review.
The company says those workflows can support changes to customer websites, mobile apps and the internal systems staff use to run a betting business. Development teams retain oversight of permissions, testing environments and software releases.
Amelco describes development timelines measured in days for individual features and weeks for new products. Those are the supplier’s stated capabilities, rather than independently verified delivery times for every operator.
The Aim Is More Control Over Product Changes
Many gambling brands use white label platforms, essentially ready-made software supplied to multiple operators. These can provide a quicker route to launching a business, but changes may depend on a shared supplier development schedule.
Amelco is positioning Amplify as another option. Operators continue using its sportsbook, casino, customer account and wallet systems while building more of the customer experience around their own requirements.
CEO Damian Walton said the objective was to give operators greater freedom to develop features for their particular markets and manage releases on their own schedules.
The product is aimed at businesses with their own engineering teams. Its proposition therefore centers on giving those teams more development tools and control, with Amelco providing the underlying betting infrastructure.
Betting Operations Share One Dashboard
Alongside development tools, Amplify includes an operational dashboard covering sports trading, casino personalization, payments, fraud detection and safer gambling.
Sports trading involves managing betting prices and exposure. Bringing it together with payment and customer information gives operators a common place to monitor several parts of the business.
Player Benefits Depend on What Operators Build
For players, the potential effect is a faster pace of changes to the betting sites and apps they use. Operators could have more freedom to adjust navigation, account features and other parts of the experience around customer needs.
Those changes will depend on individual operators adopting Amplify and deciding what to develop. The launch makes new tools available to their teams, while the eventual customer experience will depend on how those tools are used.
