Following a £100 million ($125.4 million) migration process consolidating all Betfred customers onto a single, proprietary platform, Sharp Gaming has undergone a rebranding and is now recognized as Betfred’s Technology department.
The comprehensive B2B system encompasses player account management software, sportsbook operations, gaming aggregation, remote gaming server functionalities, applications, and various websites.
Coinciding with this transition, Andrew Daniels, the CEO of Sharp Gaming, assumes the role of Chief Information Officer at Betfred. In this capacity, he will oversee IT operations and technology infrastructure.
Sharp Gaming originated from Daniel’s previous venture, Degree 53, in 2020, in which Betfred’s founder Fred Done had invested £25 million. A year later, Betfred Group acquired Sharp Gaming, solidifying its integration into Betfred’s technology framework.
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.”
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