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May 2, 2024

Betfred Technology: A New Era for Sharp Gaming

Ethan Williams
Written byEthan WilliamsWriter
Researched byPriya PatelResearcher

Key Takeaways

  • Sharp Gaming has officially rebranded to Betfred Technology, marking a new chapter under the leadership of newly appointed Chief Information Officer Andrew Daniels.
  • This rebranding reflects Sharp Gaming's deep integration and evolving role within the Betfred ecosystem, highlighting its significant contributions to Betfredā€™s technological advancements.
  • Betfred's investment of over Ā£100m into technology has been pivotal in its growth, with Sharp Gaming-developed solutions proving their worth during high-stake events like Grand National Day.

In a move that signifies more than just a change of name, Sharp Gaming has transitioned to Betfred Technology, as revealed by Andrew Daniels, the sports betting titan's newly minted Chief Information Officer. Via a LinkedIn update, Daniels shared his enthusiasm for the journey Sharp Gaming has undertaken, culminating in the creation of comprehensive player account management, sportsbook, gaming aggregation, RGS, websites, and app solutions tailored for Betfred.

Betfred Technology: A New Era for Sharp Gaming

The transformation from Sharp Gaming to Betfred Technology isn't merely cosmetic. It underscores the company's pivotal role in powering Betfred's technological evolution and its commitment to delivering player-centric products. This integration into Betfred's broader ecosystem promises to fortify the sports betting behemoth's innovative capabilities further.

Daniels' update sheds light on the strategic investments Betfred has made in its tech infrastructure, notably surpassing the Ā£100m mark. A testament to these investments' impact was vividly displayed during Grand National Day, where the robustness of Sharp Gaming-developed solutions was on full display, managing high traffic and transactions without a hitch.

The rebranding to Betfred Technology mirrors the expanding responsibilities and contributions of the team within the Betfred ecosystem. Andrew Daniels, transitioning from the CEO of Sharp Gaming to the CIO of Betfred, symbolizes this new era. Having been at the helm of Sharp Gaming since its inception in 2017, Daniels has been instrumental in steering the company towards delivering innovative technological solutions to the gambling industry's giants. Betfred's acquisition of Sharp Gaming in 2021, with Daniels' significant roles both within Sharp Gaming and Betfred, highlights a strategic move towards tighter integration and synergy between technology and betting operations.

As Betfred Technology, the former Sharp Gaming is poised to continue its trajectory of innovation and excellence within the iGaming industry. This rebranding is not just a new name but a testament to the enduring partnership and shared vision between Andrew Daniels and the broader Betfred organization, setting a new standard in the realm of sports betting technology.


In an industry where technological prowess can significantly influence player experience and operational efficiency, the evolution of Sharp Gaming into Betfred Technology marks a significant milestone. With a clear focus on enhancing technological capabilities and delivering superior player-focused products, Betfred Technology is set to redefine the standards of innovation in the sports betting sector. The journey from Sharp Gaming to Betfred Technology encapsulates a broader narrative of growth, integration, and the pursuit of excellence, heralding a new chapter in the annals of iGaming history.

About the author
Ethan Williams
Ethan Williams
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Ethan Williams, a lively 24-year-old lad from the UK, brilliantly fuses his passion for online casinos with top-notch English localisation, creating bespoke casino guides for Britain's keen gaming lot.

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