Amelco began life in 2006 as a market data company, providing a low latency data market feed while developing its core software libraries. The following year, it built a trading platform for betting customers where it could provide sports trading for live in-play events.
It then expanded its Applicant Tracking System (ATS) platform to cover additional sports and automate pre-match pricing. Following this, it launched its first multi-asset management system for financial products.
It wasn’t until 2008 that Amelco began to offer its trading services as a fully managed application service, before going on to integrate its ATS system into third-party sportsbooks. In 2009, the company launched its first fully interactive trading platform for credit derivatives.
Amelco deployed its DayTrader betting product in 2010, which was a service aimed at fixed odds and binary bets. Shortly after, the company launched its first-ever sportsbook which would go on to incorporate several pioneering features.
In the 2010s, Amelco’s reach grew, with tier one operators integrating the Amelco trading platform to replace their legacy systems. In 2013, it incorporated Datacash and Ilixium payment providers, expanding its customer reach. The following year it teamed up with GSI, a tech provider, to offer over 2000 casino, gaming and lottery titles.
2017 saw the launch of Amelco’s prestigious multi-tenant whitelabel sportsbook. This sportsbook features White Label Turnkey solutions that are tailored to suit customer needs. It has a responsive design compatible with all popular desktops, mobiles and tablet devices. The sportsbook also deploys machine learning logic – a software innovation that caused the Sunday Times to name it in its Fast Track 100 list as a market leader.
Amelco spread its reach outside the UK in 2018 when it gained a license to operate in New Jersey. Its comprehensive US product now operates in six US states, with Michigan, Colorado, Indiana, Pennsylvania, and Tennessee all following New Jersey.
Key personnel:
COO at Amelco UK Limited: Leon Wynne
Junior US Sports Trader at Amelco UK Ltd: Daniel Goldsmith
Head of Football & Horse Racing (Trading) at Amelco UK Limited: Charlie Casey
