May 15, 2024 3 min read


Betfred Integrates Sharp Gaming as Its New Technology Department

The long-awaited migration marks a significant milestone for Betfred, enhancing the company’s offerings and bolstering its self-sufficiency in a time of rising industry challenges

Betfred, a leading player in the UK gambling industry, has officially rebranded Sharp Gaming, the Warrington-based firm it acquired in 2021, as its new technology department. This rebranding follows the successful migration of Betfred’s online customers onto a unified proprietary platform developed by Sharp Gaming, marking the culmination of years of hard work.

The Integration Also Bolstered Betfred’s Leadership

Andrew Daniels, the former CEO of Sharp Gaming, will become chief information officer (CIO) at Betfred. In his new position, Daniels will oversee the IT and technology infrastructure for the entire Betfred Group. His considerable expertise will be instrumental in enhancing the company’s competitiveness and helping it adapt to emerging industry trends.

Daniels, also the founder of web development company Degree 53, initially set up Sharp Gaming after securing a £25 million ($31.56 million) investment from Betfred’s owner, Fred Done. His vision was to create a comprehensive suite of operational services for sports betting and gaming businesses worldwide. Reflecting on the journey, Daniels was excited to begin this new chapter, thanking his team for their efforts.

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.

Andrew Daniels, Betfred  CIO

Daniels added that the move aligned with Sharp Gaming’s evolving role and responsibilities. He noted that the transition to Betfred would present new growth opportunities, allowing the Sharp Gaming team to play a leading role in Betfred’s growth, powering its operations and helping it reach a new chapter of success.

The Bookmaker Stands Ready for Future Expansion

Since the acquisition, Sharp Gaming has been instrumental in developing a robust system for Betfred. The platform includes player account management software, sportsbook, gaming aggregation, remote gaming servers, applications, and several websites. Betfred has lauded the platform as “pivotal in pioneering unique betting and gaming products,” positioning it as a cornerstone for the company’s global expansion ambitions.

Joanne Whittaker, Betfred’s CEO, highlighted the significance of Sharp Gaming’s integration into the Betfred family. He thanked Daniels and the Sharp Gaming team for their substantial efforts in successfully executing this milestone migration. Whittaker was hopeful that Betfred’s technology department would propel growth and bolster the company’s footprint in the sports betting scene.

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.

Joanne Whittaker, Betfred CEO

The successful incorporation of Sharp Gaming is seen as a significant breakthrough for Betfred, aligning with its strategic goal of enhancing its technological capabilities and offering cutting-edge products to its global customer base. This move should substantially bolster Betfred’s market position, enabling it to deliver a more streamlined and innovative gaming experience to its users worldwide.

Deyan is an experienced writer, analyst, and seeker of forbidden lore. He has approximate knowledge about many things, which he is always willing to apply when researching and preparing his articles. With a degree in Copy-editing and Proofreading, Deyan is able to ensure that his work writing for GamblingNews is always up to scratch.

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