Betting analytics firm Sporting Risk and sports betting and platform provider Amelco have formed a partnership that the former says will allow it to deliver an “even more advanced” sports betting package to Amelco’s partners in North America and beyond.
Sporting Risk will provide a tailored suite of services for Amelco, whose operator partners include the likes of Flutter, Entain, Fanatics and Hard Rock.
Amelco will also begin using Sporting Risk’s User Interface tool, which facilitates immediate pricing changes as well as the capability to apply custom rules to various market segments.
“We’re delighted to be teaming up with Sporting Risk to boost our selection of player props and interval-based betting markets,” said Brandon Walker, Amelco’s head of business development. “Sporting Risk has developed some of the industry’s most sophisticated pricing models available – which we’re incredibly pleased to bring into our platform and trading solutions.”
“Our predictive modeling and sports analytics capability complement Amelco’s premier sports betting offering perfectly,” added Andy Phillips, Sporting Risk CCO. “We specialize in delivering exceptional value and will be able to amplify Amelco’s expansion strategy in key regulated markets.”
Walker highlights Amelco’s micro-betting offerings
In an interview with SBC Americas last year, Walker explained that Amelco aims to offer its partners a one-stop shop for gaming technology. He stressed that the company’s solid, scalable platform is fully tailored to suit the American market.
Amelco signed a deal with Simplebet in 2023 to offer a comprehensive package of micro-betting products and services.
Walker noted in the interview that offering such a product, “enables us to deliver these fine margins for operators, complementing the on-screen entertainment with fast-action, high-turnover betting.”
