Date: 02.05.2024

by Kajetan Sawicz

Last update: 08.05.2024 11:51

Betfred Integrates Sharp Gaming into New Technology Arm, Appoints Founder as CIO

Betfred has officially absorbed Sharp Gaming, transitioning the brand into what will now be known as Betfred Technology. Andrew Daniels, founder of Sharp Gaming and previously the head of UK agency Degree 53, has been appointed as the Chief Information Officer (CIO) of Betfred.

Strategic Expansion and Leadership Transition

Launched in May 2020 with a £25.0 million initial investment from Betfred’s founder, Fred Done, Sharp Gaming has been crucial in developing operational services for sports betting and gaming businesses.

A significant part of Sharp Gaming’s focus was the creation of a new platform for Betfred, which includes player account management and sportsbook and gaming aggregation across websites and apps. This platform recently went fully operational, marking a milestone in Betfred’s digital strategy.

Andrew Daniels shared in a LinkedIn post that Betfred’s total investment in the project exceeded £100 million, highlighting the scale and importance of this initiative. Daniels expressed that the project was more complex than anticipated but ultimately successful, particularly evidenced by its performance during the Grand National Day.

A New Chapter for Betfred Technology

With the integration of Sharp Gaming into Betfred, Andrew Daniels remarked, “As we embark on this new chapter for Betfred, we bid farewell to the name Sharp Gaming. Effective today (29 April), Sharp Gaming is transitioning into Betfred’s Technology department. This move aligns with our evolving role and responsibilities.”

The rebranding to Betfred Technology not only signifies a merger but also emphasizes a stronger, more unified approach to technological advancements within the company. Daniels’ new role as group CIO is set to further this vision, bringing his extensive experience and innovative mindset to the forefront of Betfred’s strategic development.

Historical Insights and Future Directions

Before founding Sharp Gaming, Daniels was instrumental in the mobile development sector of Betfred and later sold Degree 53 to Bally’s Corporation, which aimed to enhance its online and mobile platform integrations.

His return to Betfred marks a full-circle journey, from his initial role to leading the company’s technological endeavors at a higher executive level.