Betfred Integrates Sharp Gaming Following £100 Million Migration

Betfred, a prominent independent bookmaker, announces the integration of Sharp Gaming as its Technology department, following a successful £100 million migration of all Betfred customers onto a single, proprietary platform.

With this transition, Sharp Gaming’s CEO, Andrew Daniels, will take on the role of Chief Information Officer for the Betfred Group, overseeing all IT and Technology infrastructure.

Sharp Gaming originated from Daniels’ previous venture, Degree 53, in 2020. Following an initial £25 million investment, Betfred acquired Sharp Gaming a year later.

As Betfred’s dedicated proprietary platform, this comprehensive B2B system will manage player account software, sportsbook, gaming aggregation, remote gaming server, applications, and multiple websites. The platform’s capabilities are expected to drive innovation in betting and gaming products, marking a significant step forward in Betfred Group’s global ambitions.

Speaking upon his appointment, Andrew Daniels reflected on the migration milestone: “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.”

Betfred’s CEO Joanne Whittaker reinforced the significance of Sharp Gaming officially joining the Betfred family: “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.”

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