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Betfred has absorbed its supplier Sharp Gaming into the business, with the venture’s founder becoming Betfred’s group chief information officer.

Sharp Gaming will now move completely in-house and will be known as Betfred Technology.

Betfred chairman Fred Done has spent over £100m funding the provider, which launched in 2017.  

The full-spectrum B2B system will now serve as Betfred’s platform, powering its PAM, sportsbook, gaming aggregation, RGS, websites and applications.

Former Sharp Gaming CEO Andrew Daniels (pictured) wrote on LinkedIn: “Completing the migration allows us to look ahead and begin a new chapter for Betfred.

“Our new platform is key to unlocking new opportunities for us. As we embark on this new chapter for Betfred, we also bid farewell to the name Sharp Gaming.

“Effective today, Sharp Gaming is transitioning into Betfred’s Technology department, a move that aligns with our evolving role and responsibilities.”

Daniels becomes Betfred CIO

Daniels, who launched the venture in 2020, has announced he will now take up a new role as Betfred’s chief information officer.

Betfred acquired Sharp Gaming in 2021, following a £25m investment in 2020.  

The business had been supported by Betfred from its inception, receiving £25m from Done at launch.  

“Thanks to my fantastic team, who have worked around the clock since December to ensure the success of the migration,” Daniels added.

“Here’s to the next chapter of innovation, growth, and success at Betfred.”

Daniels previously worked as Betfred’s head of mobile development from 2011 to 2013.

This followed a stint as senior developer at IGT following the supplier’s acquisition of mobile gaming business Million-2-1, where Daniels was employed as a developer.

Prior to Sharp Gaming, Daniels previously founded Degree 53, an online gambling, mobile gaming and website-focused creative agency.

The business was ultimately acquired by Bally’s Interactive in 2021 for an undisclosed sum.

The operator highlighted the agency’s design, technical and product expertise would enable it innovate its mobile offering.

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