SBC News Voice of the Sports Betting Industry
As Amelco charges through a landmark year, driving significant growth across global iGaming markets, we caught up with Brandon Walker, Head of Business Development, to unpack the successes of the past 12 months and plot the course for 2025 and beyond.
SBC News: We’re halfway through 2025 – what have been some of the biggest milestones / highlights for Amelco so far?
Brandon Walker: As we hit the mid-way point of the year, it’s proving to be a record year for Amelco. Our team has attended events across Europe and North America, we’ve met with key partners and we’ve continued to deliver an exceptional product for global and local brands worldwide.
While we’ve been speaking plenty about our US success, one part that goes under the radar is our renewed expansion across the UK. We’ve already been delivering here since the early 2000s, with the likes of Betfair, Entain, William Hill and every other big name, but now we’re laser focused on delivering for challenger brands looking to gain an even bigger edge in the market.
The first of that was the UK Tote Group in late 2024, with a landmark deal that sees us delivering them their first fixed-odds sportsbook. The second, which we’ll be going public with in a few weeks, is another really exciting one – a unique, disruptive brand serving the upper end of the market.
Although I won’t say who they are just yet, they have certainly made a name for themselves as a true disruptor – so taking our complete end-to-end solution live with them is a fantastic opportunity. They now have access to our full product suite, encompassing PAM, sportsbook, risk management, iGaming and esports, all wrapped up in their apps and powered by our award-winning tech.
SBCN: You’ve had a fantastic year with your North American partners. What do you see as being some of the key drivers behind this momentum?
BW: In short, the quality of our technology. It’s truly best in class, and the traction we’re seeing with some of the biggest names in the market underscores this; Hard Rock and Fanatics spring immediately to mind, with their impressive Eilers & Krejcik rankings and revenue figures speaking for themselves. It’s gratifying to see these partnerships continue to go from strength to strength this year.
Furthermore, our other American and Canadian collaborations are continuously expanding and proving to be significant contributors to the growth in 2025. Fundamentally, I believe this success stems from having a solid and well-rounded product that is very much geared towards the specific nuances of the American market and its players. This focused approach, combined with our robust and reliable tech, is what’s really propelling us forward stateside.
SBCN: North America is clearly a big focus for Amelco. What are your strategic priorities for this market over the next 12–18 months?
BW: Growth, growth and more growth! North America has long been a key priority for Amelco, and that won’t change anytime soon. We’re excited to deliver our robust technology and next-gen platform to operators across the US and Canada.
Looking to the second half of this year, we’re going to be dedicating plenty of energy towards powering new operators in both the commercial and tribal sector with our full end-to-end solution – we’re the only provider on the market that offers PAM, sportsbook, risk management, iGaming and esports, all under one roof.
We see considerable potential in the tribal gaming space and the expanding iGaming landscape, especially now that more states are beginning to embrace online casino regulations. The current chatter around potential new markets – with multiple US states and Alberta in Canada – also presents exciting opportunities, so we’ll be keeping a close eye on developments there.
SBCN: Tell us about some of your future plans for the year – where will Amelco be focusing its attention?
BW: Looking ahead, Amelco will continue to maintain a global outlook, actively exploring opportunities across Europe, North America and Africa.
North America will continue to be a key area of significant investment and focus for us in 2025, particularly with talk of Alberta potentially opening up. If we add more iGaming states to the roster this year, then the opportunities are endless!
Closer to home, the UK is also a major priority, especially following our latest moves in the market. We are actively pursuing new opportunities – especially with challenger brands; and we have a healthy pipeline of promising opportunities.
On the product front, we are particularly proud of our upgraded horse racing offering and will continue to innovate and enhance our entire suite. For us – the goal is always proactivity, whatever our partners need, it’s our job to pre-empt that and deliver. Horse racing is a fantastic example of this; the market is desperate for new innovative products that can acquire, engage and retain the next generation of players.
The brands that adapt and evolve are going to be the future leaders of the market. The demand we’re seeing right now is all about providing products that connect with the next of generation players. Be forward, future-thinking and ensure you have your finger on the pulse – if you want someone who can take you there, look no further than Amelco.
