Betfred Streamlines Operations by Integrating Sharp Gaming as In-House Technology Wing
Betfred has announced the integration of its previously independent supplier, Sharp Gaming, into its core business structure. The move effect renames Sharp Gaming to Betfred Technology.
The integration is a result of Betfred’s chairman, Fred Done, investing over £100 million since the provider’s inception in 2017.
Leadership Transition
Andrew Daniels, the founder of Sharp Gaming and its CEO since 2020, will transition to a role within Betfred as the Group Chief Information Officer.
This change comes after successfully leading Sharp Gaming and overseeing its development into a full-spectrum B2B system essential for powering Betfred’s platform, including its Player Account Management (PAM), sportsbook, and gaming aggregation.
System Migration and Future Focus
The migration of Sharp Gaming’s operations into Betfred’s infrastructure allows the company to focus on new opportunities for growth and innovation.
Daniels expressed gratitude towards his team for their dedication, which ensured the seamless transition of services and technologies into Betfred’s ecosystem.
Andrew Daniels brings a wealth of experience to his new role at Betfred. Before founding Sharp Gaming, he served as Betfred’s head of mobile development and worked as a senior developer at IGT. He also founded Degree 53, a creative agency specializing in online gambling and mobile gaming, which was acquired by Bally’s Interactive in 2021.
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