Sharp Gaming has officially rebranded as Betfred’s Technology department after a £100m ($125.4m) migration of all Betfred customers onto one single, 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. 

Alongside this announcement, Sharp Gaming CEO Andrew Daniels will now be appointed as Betfred’s new Chief Information Officer, responsible for IT and technology infrastructure. 

Sharp Gaming actually came about through Daniel’s previous venture, Degree 53, back in 2020, which Betfred’s boss Fred Done had invested £25m into, with the Betfred Group acquiring Sharp Gaming a year later. 

Daniels himself said: “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 CEO Joanne Whittaker added: “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.” 

In other related news, AGS last week entered into a definitive acquisition agreement with Brightstar Capital partners, estimated to be worth $1.1bn.