SBC News ‘Another big breakthrough’ for Betfred in Sharp Gaming rebrand
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‘Another big breakthrough’ for Betfred in Sharp Gaming rebrand

Sharp Gaming has rebranded as Betfred’s Technology department following a successful £100m migration of all Betfred customers onto a single proprietary platform.  

The transition sees Sharp Gaming CEO, Andrew Daniels, 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.  

Daniels commented on the announcement: “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.”

Sharp Gaming was originally created from Daniels’ previous venture, Degree 53, in 2020. 

Following an initial £25m investment, Betfred Founder Fred Done made the decision to acquire Sharp Gaming a year later.  

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. 

“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,” Daniels added.

Meanwhile, the operator described the new platform as having ‘pivotal potential’ in pioneering unique betting and gaming products, adding that the move is ‘undoubtedly another big breakthrough’ for the Betfred Group’s global aspirations. 

Betfred’s CEO, Joanne Whittaker, concluded: “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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