Betfred, a prominent operator in the UK gaming sector, has officially rebranded Sharp Gaming, the Warrington-based company it purchased back in 2021, as its new tech division. This rebranding comes after the successful transition of Betfred’s online patronage to a unified proprietary platform developed by Sharp Gaming, signifying the conclusion of many years of intensive work.
The Merger Strengthened Betfred’s Leadership Position
Andrew Daniels, the former Chief Executive of Sharp Gaming, will assume the role of Chief Information Officer (CIO) at Betfred. In this capacity, Daniels will supervise the IT and tech landscape across the entire Betfred Group. His vast knowledge and skills will play a crucial role in boosting the firm’s competitiveness and adaptability to upcoming industry changes.
Daniels, who is also the founder of web development firm Degree 53, initially established Sharp Gaming after obtaining a £25 million ($31.56 million) investment from Betfred’s owner, Fred Done. His aim was to build a complete array of operational services for worldwide sports wagering and gaming businesses. Daniels expressed enthusiasm about embarking on this new path and expressed gratitude to his team for their dedication.
The endeavor took seven years in the making, posing one of the most significant challenges in my professional life, but the effort has paid off.
Andrew Daniels, Betfred CIO
Daniels acknowledged that this move was in sync with Sharp Gaming’s progressively changing duties and liabilities. He pointed out that this shift to Betfred opens new avenues for growth, enabling the Sharp Gaming team to take a prominent part in Betfred’s expansion, fueling its operations, and fostering a fresh era of prosperity.
The Bookmaker Gears Up for Future Growth
Following the acquisition, Sharp Gaming has played a pivotal role in designing a resilient network for Betfred. The system consists of player account management software, sportsbook, gaming aggregation, remote gaming servers, applications, and various websites. Betfred has praised the platform as “crucial to the innovation of exclusive betting and gaming offerings,” positioning it as a fundamental component in the organization’s global growth strategy.
Joanne Whittaker, CEO of Betfred, underscored the importance of integrating Sharp Gaming into the Betfred group. He extended his gratitude to Daniels and the Sharp Gaming staff for their tremendous efforts in competently achieving this crucial migration. Whittaker expressed optimism that Betfred’s tech division would fuel expansion and increase the firm’s presence in the sports wagering industry.
This signifies the latest transformational milestone in Betfred’s almost 60-year history, marking a fresh start for our operations as a company.
Joanne Whittaker, Betfred CEO
The successful incorporation of Sharp Gaming is recognized as a major achievement for Betfred, in line with its strategic objective of improving its technical prowess and offering innovative products to its international clientele. This step is likely to significantly strengthen Betfred’s market dominance, enabling it to offer a more seamless and forward-thinking gaming experience to its worldwide user base.
