£100m migration sees Sharp Gaming rebrand as Betfred’s tech department

Betfred, the Warrington-based independent bookmaker, has announced that Sharp Gaming has rebranded as Betfred’s Technology department after it absorbed Sharp’s technology platform, at a cost of £100m, leading to the migration of all Betfred customers onto one single, proprietary platform.

As a result of the transition, Sharp Gaming’s CEO Andrew Daniels will now assume the role as the bookmaker’s new Chief Information Officer and will be responsible for all the Betfred Group’s IT and Technology infrastructure.

Sharp Gaming was born out of Andrew’s previous venture, Degree 53, back in 2020.

Following an initial £25m investment, Betfred boss Fred Done described Daniels as a “little genius”, and the Betfred Group would acquire Sharp Gaming a year later.

Andrew Daniels said: “It’s been seven years in the making and has been one of the biggest challenges of my professional career, but the hard work has been worth it in the end.

“I’d like to thank my fantastic team for making this migration possible and I’m very excited to begin my role as the company’s new CIO.”

As Betfred’s dedicated proprietary platform, the full-spectrum B2B system will power player account management software, sportsbook, gaming aggregation, remote gaming server, applications and an array of websites.

The new platform’s potential will be pivotal in pioneering unique betting and gaming products, and this move is undoubtedly another big breakthrough for the Betfred Group’s global aspirations.

Betfred’s CEO, Joanne Whittaker, said: “This is the latest transformative milestone in Betfred’s near 60-year history and it marks a new beginning for our operations as a business.

“I would like to thank Andy and the Sharp Gaming team for their amazing efforts for bringing this unique and exciting migration to fruition.”