AI Platform Amplify: Amelco Grants Operators Greater Tech Control

London-based technology provider Amelco has announced the launch of its new platform, Amplify. This development utilizes artificial intelligence to provide casino and sportsbook operators with significantly greater control over their product development. The system connects proven solutions for sports betting, iGaming, and player account management (PAM) with modern AI tools. In doing so, the company is responding to a core problem in the industry. Previously, operators often had to choose between investing millions in their own technologies or using inflexible standard software. Amplify is intended to end this balancing act and empower operators' internal teams to publish customized functions without the usual waiting times at software suppliers.

The system is based on technologies already used by industry giants such as Fanatics, Hard Rock Bet, Flutter Entertainment, and Entain. In addition to pure development tools, Amplify acts as an operational hub. Here, automated sports betting odds, casino personalization, and real-time monitoring for payment transactions, fraud detection, and responsible gambling are brought together. This allows operators to integrate Amelco's modules into their own front-ends, thereby achieving true market differentiation.

Numbers and facts

Amelco looks back on a long history that began in 2006. At that time, the company was the first to bring financial-style trading into the gambling industry. Since then, the portfolio has expanded massively. A current proof of the performance of the systems was the course of the 2026 FIFA World Cup. Here, according to its own statements, Amelco recorded a significant increase in turnover, which underlines the success of technological scaling.

An essential part of the platform is the integration of AI for compliance with regulatory requirements. Through a partnership with Mindway AI, which was intensified in March 2026, operators have advanced tools for player protection at their disposal. Rasmus Kjaergaard, CEO of Mindway AI, emphasizes the importance of this cooperation for the global industry. In addition, Amelco uses the no-code technology from Flows to drastically shorten the market entry times for new engagement tools.

"Amelco has always focused on pushing the industry forward, starting in 2006 as the first to bring financial-style trading into the industry. Amplify is the next logical step in that journey. We are giving ambitious operators the exact same technology that powers the biggest brands in the industry." - Damian Walton, Chief Executive Officer of Amelco

Background

The development of Amplify is a direct response to the limitations of legacy systems. In the past, operators were often caught in queues when they wanted to make adjustments to their software. Since many providers use the same platform, suppliers often prioritize generic roadmaps instead of individual requests. Amelco is breaking this model. By providing modules that can be integrated into their own interfaces via APIs, the dependence on traditional white-label arrangements is disappearing.

The company is also currently focusing heavily on British horse racing as the season transitions from flat racing to jump racing. Major events such as the festivals in Cheltenham and Aintree are the focus of technological preparations. Nevertheless, global expansion remains the main goal, supported by partnerships specifically aimed at compliance and licensing in various markets.

Why it matters for German players

For German players, the introduction of Amplify could mean a noticeable improvement in user experience. Since the platform allows for deep personalization, legally licensed providers in Germany can better tailor their portfolios to the strict rules of the Interstate Treaty on Gambling (GlüStV 2021). If an operator in Germany uses Amelco technology, they can more efficiently control functions such as the stake limit of one euro per game round or the automatic connection to the LUGAS system. The AI-supported player protection tools from Mindway AI integrated into Amplify also help to identify problematic gaming behavior at an early stage. The monthly deposit limit of 1,000 euros can be more securely monitored by such modern systems, which raises player protection to a new technological level.

What it means for GGL-licensed casinos

Casinos with a license from the Gemeinsame Glücksspielbehörde der Länder (GGL) are under constant observation regarding compliance with technical guidelines. Using a platform like Amplify allows these providers to implement regulatory changes from the GGL more quickly. While operators of classic white-label solutions often have to wait months for software updates, they can react independently with Amplify technology. This strengthens the position of legal providers against the black market, as they can offer a modern and smooth gaming experience despite strict requirements. The integration of real-time monitoring for payments and fraud detection also supports the strict anti-money laundering guidelines of the German authorities.