With a two-decade legacy powering the world’s biggest betting brands, Amelco is leveraging its success in the UK and North American markets to make an assertive move into Europe.

In this latest interview, Brandon Walker, Head of Business Development at Amelco, discusses the strategic evolution of its end-to-end platform, its unique value proposition, and why it’s primed to dominate the continent’s fragmented regulatory landscape.

SBC News: How will Amelco leverage its success in the UK and North American markets to expand its footprint in Europe? What unique value proposition do you bring to the European market given your 17 years’ servicing the world’s biggest betting brands?

Brandon Walker: We’re tried and tested by some of the world’s biggest betting brands for nearly two decades because we have a proven formula for success. While our sportsbook excellence is a given, our true competitive edge lies in our strategic evolution.

Over the last few years, we’ve invested aggressively in our iGaming and esports offerings, strengthening our position as one of the world’s most advanced end-to-end platform providers.

We’re not just ready to expand into the European market; we’re here to change the game. We know what it takes to deliver for the world’s biggest brands, and we’re here to offer a comprehensive, next-generation solution that anticipates where the industry is heading. In short, we’re here to deliver for the best. 

SBCN: Amelco is known for its expertise in sportsbook, apps, and casino. How will these core strengths be applied to meet the specific needs and regulations of the European market?

BW: It’s all about taking what has worked for North America and the UK’s biggest brands and applying that experience to Europe. First up is agility and flexibility. We’re live across nearly 20 US states, with each state requiring its own adjustments based on regulatory requirements.

Europe’s fragmented regulatory environment demands the exact same with operators needing the modularity, adaptability, and flexibility that our platform is designed for. Our extensive experience gives us the unparalleled ability to quickly modify and adapt to the diverse regulations across Europe.

To be a top-tier provider, you need to go beyond the technology. You need to offer a complete ecosystem designed to deliver a compliant and market-leading solution that ensures our partners can be the best wherever they operate.

SBCN: With a history of partnering with major brands like Entain, Fanatics, and Flutter, what kind of partnerships are you looking for in Europe? How do these collaborations drive your growth strategy?

BW: Given our position as the partner of choice for some of the world’s biggest betting brands, we set the bar high. We’re looking for partners that match our ambitions and are ready to win.

Our track record with industry heavyweights such as Fanatics, Hard Rock, Entain, and Flutter proves our ability to deliver at the highest level and at immense scale.

We know exactly what a tier-one brand needs to drive market share. In Europe, we are seeking ambitious operators – from established leaders to innovative challengers – who are committed to growth.

Our goal is to dominate the world’s biggest markets for years to come, so any big-brand operators who want to match that ambition are welcome to join.

SBCN: Amelco’s end-to-end platform is a major selling point. Can you elaborate on how its modular nature allows operators to adapt to different European jurisdictions and player preferences?

BW: As we’ve already touched on, our platform’s flexibility is its greatest asset. We’ve built in core functionality that allows for the segmentation of features and content, giving our operators complete control.

This proactive approach and the modular design mean our partners don’t have to compromise. They can easily and quickly adapt to the unique preferences and regulations of each European market, ensuring they have an entertainment-led experience that can adapt instantly to each regulated jurisdiction.

This is an essential advantage for any brand looking to compete effectively in the world’s most regulated set of markets. In my view, operators in Europe face a strong challenge when it comes to the reactive nature of what can arguably be called excessive regulation.

We’re ready to help operators face that challenge head-on. If regulations can’t be changed, then you need to accept that and work out how you’re going to adapt. The only way to do that is to have a true edge in the market when it comes to what you offer. With our market-leading technology and a next-gen betting experience in mind, that becomes easily possible.

SBCN: What are the most significant trends you see in the European iGaming landscape, and how is Amelco positioned to capitalise on them?

BW: It’s all about Gen Z. Established, more mature punters are a demographic already being served. If you plan to dominate the market, you must focus on the next-generation of players now coming aboard.

The market is shifting massively, and operators need to be ready. Aside from over-regulation, one big reason crypto operators are doing so well in Europe is that they appeal to Gen Z far better than legacy brands.

They’ve designed their gaming experience with the new generation in mind, and traditional operators have fallen short to the point where they’re perceived by the majority of Gen Z players as outdated and uninspiring. 

We can see how quickly the market is shifting, and if operators don’t adapt, they’ll be consigned to the past. You can easily see this with the rapid evolution in player behaviour. There’s now a massive new demand for iGaming beyond traditional slots, as well as a serious rise in esports – the majority of legacy brands ignored this trend in the early 2020s, and now they’re losing serious business.

Old-school, land-based style content is no longer enough. Amelco is at the forefront of this evolution and we’re already delivering for some of the world’s biggest brands. Our platform is built to deliver a fresh, proactive offering that adapts to what the new generation expects, and we’re ready to bring that to Europe. 

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