Betfred absorbs Sharp Gaming as founder installed as operator’s group CIO
Supplier rebranded Betfred Technology following the completion of the bookmaker’s migration to a new platform that cost £100m and took seven years to build
Gambling technology developer Sharp Gaming has been folded into Betfred and rebranded Betfred Technology following the completion of the operator’s transition onto a new platform built by the supplier.
As part of the completion of the migration, it has been announced that the Manchester-based supplier’s CEO, Andrew Daniels, has been appointed group CIO of Betfred.
The platform took seven years to build, with billionaire Betfred owner Fred Done ploughing £100m into what turned out to be a “a much bigger and more complex job than I ever thought possible”, Daniels wrote in a LinkedIn post.
Daniels added: “Last week, Sharp Gaming completed a seven-year odyssey to build a brand-new platform for Betfred. The platform includes everything you’d expect: player account management, sportsbook, gaming aggregation, RGS , websites and apps. You name it; we built it.
“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.”
Andrew Daniels has now shifted to become the Warrington-based firm’s new CIO following the completion of the migration
Daniels’ appointment as group CIO means he returns to the Warrington-based bookmaker after being head of mobile development between 2011 and 2013 where he established the mobile development team.
Daniels left in August 2013 to set up web and app development agency Degree 53, which was acquired in 2021 by Bally’s Corporation for an undisclosed sum.
Betfred was one of the startup’s main clients as Daniels and his team were behind the operator’s mobile sportsbook.
Degree 53 helped migrate the entire Betfred website in June 2019. This migration included creating a fully adaptive web application to support access across all devices, improve the overall user experience and increase efficiency.
Daniels then launched the gambling tech business Sharp Gaming in May 2020, the business stemmed from Degree 53’s gaming division, which was originally formed in 2017.
He founded the gaming-focused supplier thanks to an investment of more than £25m from Done.
On the transition for himself and Sharp Gaming to Betfred Technology, Daniels added: “As we embark on this new chapter for Betfred, we also bid farewell to the name Sharp Gaming.
“Effective today, Sharp Gaming is transitioning into Betfred’s technology department, a move that aligns with our evolving role and responsibilities. In this new structure, I am happy to assume the position of Betfred Group’s chief information officer.
“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.”