Amelco Launches Amplify for AI-Assisted Sportsbook and Casino Development

Amelco has launched Amplify, an AI-assisted development platform that allows operators to build and customise sportsbook and online casino products using the supplier’s existing technology. The company says the platform can shorten release cycles from months to weeks while giving operators greater control over their development schedules.

Announced on October 14, 2026, Amplify connects Amelco’s sportsbook, player account management, wallet and casino aggregation systems with AI development tools. It targets operators with in-house engineering teams that want to develop their own products without building every underlying system from scratch. 

The proposition builds on an established part of Amelco’s business: supplying technology that operators can adapt themselves. Fanatics and Hard Rock previously used Amelco source code for their sportsbook platforms. Amplify adds AI-assisted development workflows to that broader approach.

Plain-Language Requests Feed Into Code and Testing

According to Amelco’s product description, Amplify connects its infrastructure with more than 40 AI developer tools. Teams describe a requested feature in plain English, and the system generates code, runs automated tests and prepares a pull request for review.

A pull request presents proposed code changes for inspection before they are accepted into a project. Its inclusion places a review stage between AI-generated work and the operator’s production software.

Amelco also describes integrations through Model Context Protocol, or MCP, connecting the development workflow with project-management, infrastructure and communication tools. The company says these integrations give technical leadership oversight of developer permissions, environments and code releases.

Alongside development tools, Amplify includes an operational dashboard covering sports trading, casino personalisation, payments, fraud detection and responsible gambling. Operators can connect Amelco’s underlying modules to their own customer-facing websites and apps. 

The advertised reduction in development time remains a company claim. The launch material does not provide comparative customer case studies establishing how much time or money operators have saved through Amplify.

Fanatics Provides a Precedent for the Technology Model

Fanatics’ use of Amelco technology was publicly confirmed during its Massachusetts licensing process in January 2023. The Massachusetts Gaming Commission’s licensing decision records that Fanatics purchased Amelco’s core source code and planned to modify the platform before submitting it for certification.

The same document describes Fanatics developing custom applications and middleware around Amelco’s platform to deliver its intended customer experience. That provides a documented example of an operator combining an established supplier’s systems with its own engineering work. 

In a May 2023 interview with Legal Sports Report, then Fanatics Betting and Gaming CEO Matt King said its engineers had substantially changed the original Amelco code to meet the business’s requirements.

LSR first reported the transaction in April 2022, citing sources who described it as Amelco’s largest sale and said it could exceed $100 million over the contract’s lifetime. That figure was a potential value dependent on performance and development arrangements, rather than a confirmed upfront purchase price. The report also identified Hard Rock among operators that had acquired copies of Amelco’s source code. 

Amplify packages greater development control around Amelco’s existing systems, with AI intended to accelerate implementation. Its commercial terms will be important for operators assessing that proposition: the launch announcement did not disclose pricing, contractual code-ownership provisions or independently measured deployment results.