Amelco, a UK-based technology company that offers sportsbook, casino, lottery, and financial products, has announced a partnership with sports betting and platform provider Sporting Risk, another UK-based company that uses data collection and predictive modeling with an extensive tech operation to be a provider of innovative price feeds.
Amelco is aiming to expand in key US betting markets after announcing its partnership with Sporting Risk
This deal will deliver an improved sports betting package to Amelco’s partners. The partnerships allowed Amelco to expand its services in key markets including Europe, UK, South Africa, and North America.
Amelco’s deal with Sporting Risk could facilitate expansion in US states like New York and Nevada.
Brandon Walker, Head of Business Development at Amelco said: “We’re delighted to be teaming up with Sporting Risk to boost our selection of player props and interval-based betting markets.
“Sporting Risk has developed some of the industry’s most sophisticated pricing models available. We’re incredibly pleased to bring into our platform and trading solutions.”
Amelco holds several key operator partnerships including with BET99, Entain, Fanatics, Flutter Entertainment, and Hard Rock Bet. The package includes coverage of top division football leagues, offering 42 player markets, 16 team and 14 match markets.
Company will utilize Sporting Risk’s advanced User Interface (UI)
Moreover, Amelco will now be leveraging Sporting Risk’s advanced User Interface (UI) which allows for immediate pricing changes and manipulation of the product.
The trading tool provides the capability to apply custom rules to various market segments. Of course, the market is categorized by leagues, bet types, teams, players, and specific props.
Andy Phillips, SportingRisk CCO, added: “Our predictive modelling and sports analytics capability complement Amelco’s premiere sports betting offering perfectly.
“We specialize in delivering exceptional value and will be able to amplify Amelco’s expansion strategy in key regulated markets.”
Amelco first expanded into the US market in 2019 in Colorado, New Jersey, and Pennsylvania. The company then added Iowa and Tennessee to its covered states in 2020. Arizona, Florida (Seminole Tribe), Michigan, and Wyoming came next in 2021.
Additionally, Amelco entered Arkansas and Virginia in 2022, followed by Illinois, Indiana, Maryland, Massachusetts, and Ohio in 2023. It also went live in the Canadian province of Ontario last year.