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Sharp Gaming founder becomes CIO at Betfred as supplier absorbed

| By Robert Fletcher
Betfred has absorbed Sharp Gaming and rebranded the business as Betfred Technology, while the supplier’s founder has taken on the role of chief information officer at the bookmaker.
Betfred Sharp Gaming CIO

Sharp Gaming launched in May 2020 under the leadership of Andrew Daniels, founder of UK agency Degree 53. At the time, it was confirmed Betfred founder Fred Done was backing the venture, committing a £25.0m (€29.3m/$31.3m) initial investment.

Over the years, Sharp Gaming has focused on providing operational services for both sports betting and gaming businesses. Much of this effort has been directed at developing a new platform for Betfred.

Detailing the project in a LinkedIn post, Daniels says development includes player account management, sportsbook and gaming aggregation across websites and apps. The platform is now fully operational.

In the same post, Daniels goes on to confirm that Betfred’s total investment in the project amounts to over £100.0m. 

“It was a much bigger and more complex job than I ever thought possible,” Daniels said. “However, all the hard work was worth it on Grand National Day, which we sailed through.”

New chapter for Sharp Gaming and Betfred

Daniels goes on to say the migration allows the business to look ahead and “begin a new chapter” for Betfred. With this, he confirms Sharp will now be absorbed by Betfred.

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

The transition also sees Daniels takes on a new role within Betfred, having led Sharp as CEO since its launch. Effective immediately, he becomes group CIO at the bookmaker.

“Thanks to my fantastic team, who have worked around the clock since December to ensure the success of the migration,” Daniels said. “Here’s to the next chapter of innovation, growth and success at Betfred.”

Life before Sharp Gaming

Sharp Gaming had been running separately to Degree 53. Incidentally, 18 months after going live with Sharp, Daniels agreed to sell Degree 53 to Bally’s Corporation.

Speaking in October 2021, Bally’s expected the acquisition to advance its online offerings and help to integrate mobile platforms. Degree 53 remains part of Bally’s.

As for Daniels, he launched Degree 53 in August 2013, having previously worked as head of mobile development at Betfred. He spent just over two years in the role during his first spell with the bookmaker.

Prior to this, Daniels was a senior developer at IGT. This came after IGT acquired Million-2-1, a start-up business where he had been working as a developer.

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